FACTORS THAT INFLUENCE PURCHASE INTENTION OF CLOTHING PRODUCTS ON INSTAGRAM STORES

Abstract

This study has three attempts. The first is to investigate the factors that affect customers' trustworthiness. The second is to investigate the factors that affect purchase intention toward Instagram clothing stores. The third is to use the results as a guideline for implementing the Instagram marketing tools. This study uses quantitative based for collecting the data via an online questionnaire from 113 respondents who live in Bangkok, Thailand. And, the majority of respondents are aged between 21 and 40. The analyzing methods used to analyze the data consist of EFA, descriptive statistics, and multiple regression. The results of this study show that the factor influencing customers' purchase intentions is image quality which in his study image quality stands for the visual post of the Instagram stores’ feed.