Information Exposure and Purchasing Behavior Toward Chinese Fashion Clothing from E-Commerce Platform

Abstract

The research “Information Exposure and Purchasing Behavior Toward Chinese Fashion Clothing from E-Commerce Platform” aimed to study the demographic characteristic, information exposure to Chinese fashion clothing, and purchasing behavior from the E-commerce platform. This quantitative used a questionnaire to collect data from 300 consumers aged over 18 years old who bought Chinese fashion clothing from the E-Commerce platform, i.e., Shopee, Lazada, and SHEIN. Research results demonstrated that most samples were females aged 18-24-year-old. Most of them were students and had bachelor’s degrees. Their income was under 10,000 THB per month. Most samples received the information from Shopee via its application. The average monthly frequency of exposure was nine days. Further, most of them spent 15-30 minutes at a time exposed to the information. The content that the sample group was exposed to frequently and mostly was the promotions (e.g., sale items, coupons, and special offers). In addition, regarding the purchasing behavior toward Chinese fashion clothing from the E-Commerce platform, the sample group has a frequency range of purchasing Chinese fashion clothing from E-Commerce platforms 1-2 times per month. Most reasons for buying Chinese fashion clothing from the E-Commerce platform were the variety of choices. Furthermore, females had more frequency and in terms of frequency (day per month) and a duration range for information exposure via the E-Commerce platform than males. And purchasers aged 18-24 years old, who were students and earned under 10,000 THB per month and bought Chinese fashion clothing via the E-Commerce platform, spent more time exposed to information about Chinese fashion clothing via the E-Commerce platform than purchasers aged 25-34 years old, who were employees in the private company and business owners, and earned more 10,001THB per month. From the correlation test, it was found that purchasers who bought Chinese fashion clothing via the E-Commerce platform and were frequently exposed to the information had a high frequency range of purchasing Chinese fashion clothing via the E-Commerce platform.