The dimension of customer's decision on clothes purchasing online influenced by social media.

Abstract

The objective of this study was to examine the factors that affect and influence customer’s purchase intention and satisfaction to purchase clothes via social media. In addition, to understand the customer's perception during the purchase process and decision. For these objectives, the dependent variables are purchase intention and customer satisfaction which are related to social media, social media marketing, electronic word-of-mouth and purchase decision. In this study, using a qualitative method and conducting 230 samples who had experience on purchasing clothes via social media in Thailand. A sample conducted by using a random sampling method via google questionnaire to collect the data. The data was analyzed using factor analysis and the results of the study showed two factors that significant from the result of final regression influenced customers on clothes purchasing online which are social media marketing and electronic word-of-mouth. To improve the customer satisfaction by focusing on electronic word-of-mouth via social media and both of social media marketing and electronic word-of-mouth influence to customer purchase intention.