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A STUDY OF FACTORS INFLUENCING ONLINE PURCHASE INTENTION TOWARDS A POPULAR ONLINE APPAREL RETAILER IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Nay Chi Khin Khin Oo |
| Title | A STUDY OF FACTORS INFLUENCING ONLINE PURCHASE INTENTION TOWARDS A POPULAR ONLINE APPAREL RETAILER IN THAILAND |
| Contributor | Sirisuhk Rakthin, Prattana Punnakitikashem |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 3 |
| Page no. | 97-108 |
| Keyword | Fashion leadership, Hedonic shopping, Need advice from personnel, Online clothing purchase intention, Quick shopping, Website attitude |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Ecommerce apparel retails are booming all around the world in the 21st century. Unlike the old days, e-commerce allows humanity to be more convenient to shop since procurements and transactions can be quickly conducted through the internet anywhere. However, some shoppers are still reluctant to buy apparel and fashion products online. Thus, seeing only the product's features on the screen is not enough to decide to buy. This research aims to study the influence of factors such as fashion leadership, website attitude, need advice from personnel, shopping for fun, and quick shopping on the online clothing purchase intention of female consumers. Researchers employed a multiple regression model to conduct the research analyses, and 300 valid samples were collected from the adult female respondents who have experience with a popular apparel retail website. The analysis results showed the significant impacts of fashion leadership, website attitude, and the need for personnel's advice on the online clothing purchase intention. Apart from the main hypotheses, the researchers also found the online clothing purchase intention varies in different income levels. Thereby, the study helps online fashion apparel and clothing retailers obtain a better insight into the role of fashion leadership, website attitude, and shoppers' need for advice from store personnel in developing consumers' purchase intention. |
