Choosing beauty over comfort: Thai women whose BMIs greater than 25 purchase high heeled shoes

Abstract

This objective of this research aims to identify the factors that influence Thai women with BMIs over 25 to buy high-heeled shoes despite choosing beauty over comfort. The scope of this study covers data collected from 120–200 Thai women whose BMIs are greater than 25 who experienced purchasing high-heeled shoes. This survey employs quantitative methodology by sending out online questionnaires to determine the correlation between all factors that lead to the intention to purchase high-heeled shoes in terms of choosing beauty over comfort. The research findings show that the main factors that influence Thai women whose BMIs are greater than 25 to purchase high-heeled shoes are Hedonic Motivation , Physical Attractiveness, Electronic Word of Mouth (e-WOM) and Product Design. However, Thai women whose BMIs are greater than 25 consider High Fashion Involvement as an uninfluential factor that impacts their high-heeled purcha se intention. This study may assist shoe producers in satisfying high-heeled shoe customer expectations by developing new goods and improving marketing. Thus, shoe businesses may establish brand loyalty by attracting new customers and maintaining existing ones.