รหัสดีโอไอ 10.14457/TU.the.2017.438
Title Social commerce and the fashion goods purchasing behavior of Thai female on Instagram
Creator Thaphanee Rojrungrueangkit
Contributor Kenneth E. Miller, Advisor
Publisher Thammasat University
Publication Year 2017
Keyword Instagram ,Fashion goods ,Online shopping ,Consumer behavior ,Decision making process
Abstract Social commerce market in Thailand has been growing rapidly. With over 7.8 million users, Instagram is one of the major social media channels in Thailand (Boonnoon, 2016). Fashion goods are top purchase item among various products available on Instagram stores. Various marketing activities are also introduced in order to boost sales as well as to attract new customers. Therefore, it is important for marketers to gain insights on factors that affect online shopping behaviors on fashion goods for different target customers. Objectives of this research are to identify behavior of female shoppers towards Instagram fashion products, to identify the most effective marketing activities for fashion goods on Instagram, and to segment Thai women who purchase fashion goods online.This research was conducted by using two methods including exploratory research and descriptive research. The exploratory research was the qualitative part that included secondary data and in-depth interview. Information derived from the exploratory research was then used to develop questionnaire for the descriptive research in the quantitative part. The online survey was distributed to 259 Thai female respondents who made a purchase of fashion goods on Instagram within the past 6 months using convenience sampling. The data was analyzed using Statistical Package for the Social Sciences (SPSS) with frequency analysis and two-step cluster approach.The findings of this study show that Instagram fashion shoppers prefer sales promotion that can provide instant benefits to consumers without requiring them to put much effort for it. The study categorized Instagram shoppers into three segments: occasional shopper, online shopper, and compulsive shopper.
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บรรณานุกรม

Thaphanee Rojrungrueangkit และผู้แต่งคนอื่นๆ. (2017) Social commerce and the fashion goods purchasing behavior of Thai female on Instagram. Thammasat University:ม.ป.ท.
Thaphanee Rojrungrueangkit และผู้แต่งคนอื่นๆ. 2017. Social commerce and the fashion goods purchasing behavior of Thai female on Instagram. ม.ป.ท.:Thammasat University;
Thaphanee Rojrungrueangkit และผู้แต่งคนอื่นๆ. Social commerce and the fashion goods purchasing behavior of Thai female on Instagram. ม.ป.ท.:Thammasat University, 2017. Print.