Consumer Attitudes and Online Marketing Mix Influences on Second-hand Clothing Purchase Decision-Making Process via Online Platforms in Thailand
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Abstract
This research aimed to study the factors of attitude and online marketing mix that influence the decision-making process of buying second-hand clothes through online platforms in Thailand. This research was a quantitative study. The population was 400 users who had bought second-hand clothes through online platforms in Thailand. The data were analyzed using descriptive statistics: frequency, percentage, mean, and standard deviation. Inferential statistics included multiple regression analysis. The results of the research found that 1) The attitude factors of users who bought second-hand clothes had the highest mean and were ranked from highest to lowest as follows: understanding, behavior, and feeling, respectively. 2) The online marketing mix factors of users who bought second-hand clothes had the highest mean and were ranked from highest to lowest as follows: promotion, personal service and privacy, price and distribution channels, and product, respectively. 3) The decision-making process of buying second-hand clothes had the highest mean and were ranked from highest to lowest as follows: evaluation of alternatives, decision-making to buy, information seeking and post-purchase behavior, and need recognition. 4) Attitude factors that influence the decision-making process of buying second-hand clothes through online platforms found that understanding The affective and behavioral aspects have a statistically significant effect on the decision-making process to buy second-hand clothes at the 0.05 level. 5) The online marketing mix that affects the decision-making process to buy second-hand clothes through online platforms found that the product aspect, price aspect, promotion aspect, personal service aspect, and privacy aspect affect the decision-making process to buy second-hand clothes at the 0.05
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