Lifestyle of the Generation Y Consumers Affecting the Purchasing Behaviors for Fashion Clothes

  • Jeranan Sutitanon คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี
  • Tanompong Panich คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี
Keywords: Lifestyle, Purchasing Habits, The Generation Y Consumers

Abstract

The objectives of this research were to 1) study the lifestyle of the Generation Y consumers , 2) to study the purchasing behavior of Generation Y consumers for fashion clothes, and 3) to study the influence of the lifestyle of the Generation Y consumers on their purchasing behavior for fashion clothes. This study was a quantitative research. The results of this study indicated that the lifestyle of the sample contained activities, interest and opinions affecting purchasing behavior for fashion clothes. All three aspects of the lifestyle could predict 34.40% of the variation in purchasing behavior for fashion clothes of Gen-Y consumers. In addition, the results showed that an aspect with the highest level of influence on purchasing behavior was activities (B = 0.094), followed by attitude (B = 0.087), and interest (B = 0.074).

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Published
2020-04-26
How to Cite
Sutitanon, J., & Panich, T. (2020). Lifestyle of the Generation Y Consumers Affecting the Purchasing Behaviors for Fashion Clothes. KKU Research Journal (Graduate Studies) Humanities and Social Sciences, 8(1), 164-175. Retrieved from https://so04.tci-thaijo.org/index.php/gskkuhs/article/view/241448
Section
บทความวิจัย (Articles)