Factors influencing decision-making behavior in purchasing luxury brand clothing through online channels of Generation Y consumers in Bangkok
Keywords:
Purchasing decision, Luxury brand clothing, Online channelsAbstract
The purpose of this research is to study factors influencing decision-making behavior in buying luxury brand clothing through online channels of Generation Y consumers in Bangkok. The sample used in this study was the unisex consumers aged between 22-46 years living in Bangkok. The sample size was 400 people. Data collection was done using convenience sampling and questionnaires as a research tool. The statistics used in the analysis were frequency, percentage, and multiple regression equation analysis. The findings found that the factors affecting purchasing decision were luxury brand perception, impulse to buy, and materialistic values. respectively, with statistical significance at the 0.05 level.
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