ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อเสื้อผ้าแฟชั่นของผู้หญิงวัยทำงานผ่านช่องทางออนไลน์  ในพื้นที่กรุงเทพมหานคร

Kanpat Suratnopponsin; Jaratchwahn  Jantarat

Authors

Kanpat Suratnopponsin Faculty of Business Administration, University of the Thai Chamber of Commerce
Jaratchwahn Jantarat UTCC School of Corporate Enterprise

Keywords:

Consumer Behavior, Content Marketing, Perceived Quality

Abstract

Following the COVID-19 pandemic, consumer behavior has undergone significant changes, particularly in the increased reliance on online shopping channels. Fashion products have remained one of the most popular categories, especially among working women—a demographic with strong purchasing power that places high value on product quality, user experience, and seller credibility. However, there is a lack of in-depth and systematic data that explains the online fashion purchasing behavior of this consumer group in the Bangkok metropolitan area. The study titled " Factors influencing the decision to buy fashion clothes for working women through online channels in the Bangkok area" aims to investigate the key factors affecting purchasing decisions. This research adopts a quantitative methodology, utilizing a structured questionnaire for data collection from a selected sample, and employs both descriptive and inferential statistical analyses to interpret the data.

This study aims to the findings revealed that most respondents were married, earned a monthly income ranging from 25,001 to 40,000 baht, were employed as government officials, and held a bachelor's degree. Key factors influencing their online purchasing decisions included elements of consumer behavior (e.g., who the consumers are and when purchases are made), content marketing (e.g., content that inspires or entertains), and perceived product features (e.g., product performance). However, certain variables—including what consumers want to buy, why they make purchases, where and how they shop, content that provides ideas, offers solutions, or shares knowledge, as well as reliability, durability, and service capability—were found to have no statistically significant influence on the decision to purchase fashion apparel online.

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