POTENTIAL FACTORS AFFECTING PURCHASE INTENTION OF FASHION APPAREL PRODUCT ON THE ONLINE SHOPPING PLATFORM IN THAILAND

Abstract

Online shopping has become a part of our life due to the coming of internet and technology. Many people start to use online marketplace and social media as platforms to buy several things but one of the most popular product category to buy online is fashion apparel product. There are many shops that sell this product category and the competition is very high. Therefore, it is important to understand what factors could influence purchase intention of consumers. So that, sellers can develop efficient strategy from the consumer insight. In this thematic paper, we focus on five variables which are social proof, product information, price, product availability, and social media activities. These variables are shown as factors that has an effect on purchase intention of consumer in the past researches. However, we want to prove that the same result will be indicated in the context of fashion apparel purchasing and Thai consumers. This study has gathered 220 samples to use for the analysis and quantitative research. After the analysis has been performed, the findings appear that price, product availability, and social proof can effect on the purchase intention. This result will be beneficial for online merchants and people who want to join this business because they can use this information to plan for their strategies and management plans.