The Study of Customer Journey Affecting Decision to Purchase Secondhand Clothing on Instagram

Abstract

This study aims to examine customer journey (5A’s) factors influencing the decision to purchase secondhand clothing on Instagram. The data was collected through a questionnaire survey conducted in Thailand with a sample of 400 individuals interested in shopping for secondhand clothes on Instagram. The data analysis involved statistical techniques such as percentage calculations, mean, standard deviation, and logistic regression. The findings explore the customer journey using 5A’s framework: Awareness, Appeal, Ask, Act, and Advocacy. Hypothesis testing within this framework identified nine significant factors positively influencing the decision to purchase secondhand clothes on Instagram: 1) Recommendations from Friends in Person: Personal recommendations play a crucial role in influencing purchasing decisions. 2) Reels and Short Videos: Engaging content such as reels and short videos capture attention and drive interest in secondhand clothing. 3) Hashtags: Relevant hashtags help customers discover products and connect with brands. 4) Full Detail Description of Sizing and Fabric: Detailed product descriptions regarding sizing and fabric quality are essential for customers to make informed decisions. 5) Background of Clothes: Information about the origins and stories behind the clothes adds value and appeal to the products. 6) Styling Tips for Mix and Match: Customers appreciate styling tips that help them visualize how to incorporate secondhand items into their wardrobe. 7) Buying from Online Shops: Customers prefer purchasing from established online shops they trust on Instagram. 8) Anticipation for New Drops: The excitement of waiting for new product releases encourages repeat visits and purchases. 9) Recommendations to Friends and Family: Satisfied customers are likely to recommend stores to their friends and family, creating a cycle of continuous engagement and new customer acquisition. These factors highlight the importance of a comprehensive approach to marketing secondhand clothing on Instagram. The accuracy in prediction was 92.3% Brands should focus on creating engaging content, providing detailed product information, and fostering a sense of community and trust among their customers.