ปัจจัยที่มีผลต่อการตัดสินใจซื้อเสื้อผ้าผ่านเฟซบุ๊กของกลุ่มเจเนอเรชั่นวายในกรุงเทพมหานคร Factors Affecting Purchase Decision for Clothing via Facebook among Generation Y Consumers in Bangkok

Abstract

The objective of this research was to study the Factors Affecting Purchase Decision for Clothing via Facebook among Generation Y Consumers in Bangkok. The collected data were based on 400 questionnaires which the samples were selected from Generation Y who were born during 1980 – 1997s and lived in Bangkok. Data analysis was completed using both descriptive and inferential statistics. The descriptive statistics used include frequency, percentage, mean, and standard deviation. The inferential statistical technique was multiple regressions. The data showed that most of the respondents were females, with bachelor degree, private company employees, had average income per month between 10,001 – 20,000 Baht. Most of them used the internet more than 20 hours per week, the frequency of purchase was 1 - 2 times per month, and the average price was between 501 – 1,000 baht. The hypothesis testing results that demonstrated all three aspects include Cognitive, Affective, and Conative had significant effect on purchase decision for clothing via Facebook at the statistical significant level of 0.01. It was also found that the marketing mix included product, price, place, and promotion had significant effect on purchase decision at the statistical significant level of 0.01.