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.
References
Athwal, N., Istanbulluoglu, D., & McCormack, S. E. (2018). The allure of luxury brands’ social media activities: a uses and gratifications perspective. Information Technology and People, 32(3), 603–626. https://doi.org/10.1108/itp-01-2018-0017
Atwal, G., & Williams, A. (2009). Luxury brand marketing – The experience is everything! Journal of Brand Management, 16(5–6), 338–346. https://doi.org/10.1057/bm.2008.48
Bangkok Thurakit. (2021). Open statistics! Thai people use 'social media' number 1 in the world. Retrieved from https://today.line.me/th/v2/article/3G8WOk [In Thai]
Belén del Río, A., Vázquez, R. and Iglesias, V. (2001). The effects of brand associations on consumer response, Journal of Consumer Marketing, 18(5), 410-425. https://doi.org/ 10.1108/07363760110398808
Belk, R. W. (1985). Materialism: Trait Aspects of Living in the Material World. Journal of Consumer Research, 14, 113-127. https://doi.org/10.1086/208515
Chung, J., & Rao, V. R. (2012). A general consumer preference model for experience products: application to internet recommendation services. Journal of Marketing Research, 49(3), 289–305. https://doi.org/10.1509/jmr.09.0467
Crampton, S. M., & Hodge, J. W. (2006). The Supervisor and Generational Differences. In the Academy of Organizational Culture, Communications and Conflict, (pp.19-22). Arden, NC: DreamCatchers Group, LLC.
Delong, M., Bao, M., Wu, J., Chao, H., & Li, M. (2004). Perception of US branded apparel in Shanghai. Journal of Fashion Marketing and Management, 8(2), 141–153. https://doi.org/10.1108/13612020410537843
Digital IT news desk. (2022). LINE Opens Insights for Thai Shoppers Keep an Eye on Luxury Brands, Booming E-Commerce. Retrieved from https://www.bangkokbiznews.com/tech/gadget/1039161 [In Thai]
Electronic Transactions Development Agency. (2022). Thailand Internet User Behavior 2022. Retrieved from https://www.etda.or.th/getattachment/78750426-4a58-4c36-85d3-d1c11c3db1f3/IUB-65-Final.pdf.aspx [In Thai]
Floh, A., Koller, M., & Zauner, A. (2013). Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour. Journal of Marketing Management, 29(5–6), 646–670. https://doi.org/10.1080/0267257x.2013.776620
Garðarsdóttir, R. B., & Dittmar, H. (2012). The relationship of materialism to debt and financial well-being: The case of Iceland’s perceived prosperity. Journal of Economic Psychology, 33(3), 471–481. https://doi.org/10.1016/j.joep.2011.12.008
Hair Jr., J. F. et al. (1998). Multivariate Data Analysis with Readings. Englewood Cliffs, NJ: Prentice-Hall.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis: A global perspective (7th ed.) N.J.: Pearson/Prentice-Hall.
Husic, M., & Cicic, M. (2009). Luxury Consumption Factors. Journal of Fashion Marketing and Management: An International Journal, 13, 231-245.
Kacen, J., & Lee, J. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12, 163-176.
Kang, J. (2012). The relationship between corporate diversification and corporate social performance. Strategic Management Journal, 34(1), 94–109. https://doi.org/10.1002/smj.2005
Kotler, P. (2009). Marketing Management : Analysis, Planning, Implementation, and Control (8th ed.), N.J.: Pearson/Prentice-Hall.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson Education.
Datareportal. (2017). DIGITAL 2017: GLOBAL DIGITAL OVERVIEW. Retrieved from https://datareportal.com/reports/digital-2017-global-digital-overview
Klanthong, R. (2022). Consumer Buying Behavior of Online Products via the JD Central Application. Master’s Project. Bangkok : Srinakharinwirot University. [In Thai]
Laros, J.A., Peres, A. J., Andrade, J. M., & Passos, M.F. (2018). Validity evidence of two short scales measuring the Big Five personality factors, Psicologia Reflexão e Crítica, 31(1), 1-10. https://doi.org/10.1186/s41155-018-0111-2
MarketingOops. (2017). When the meaning of luxury changing in this era. Retrieved from https:// www.marketingoops.com/exclusive/change-of-luxury-meaning/
Vesperi, W., Musotto, R., & Fatta, D.D. (2016). Analyzing E-Commerce Websites : A Quali-Quantitative Approach for the User Perceived Web Quality (UPWQ). International Journal of Marketing Studies, 8(6), 36-44. https://doi.org/10.5539/ijms.v8n6p33
Oliver, R.L. (1999) Whence Consumer Loyalty. Journal of Marketing, 63, 33-34.https://doi.org/10.2307/1252099
Pine, B. J. II, & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Richins, M.L. and Dawson, S. (1992) A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19, 303-316. https://doi.org/10.1086/209304
Rizkalla, N., & Suzanawaty, L. (2013). The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City. ASEAN Marketing Journal, 4(2). https://doi.org/10.21002/amj.v4i2.2035
SMBC. (2021). Penetrating Luxury Brand Market in 2021. Retrieved from https://sbcs.co.th/th/articles/?p=153
Srisirirung, R. (2019). The Effect of Customers’ Perceived on Value of Global Brands on Satisfaction and Loyalty, A case of Fashion Apparel Brands in Bangkok. Journal of Humanities and Social Sciences, Rajapruk University, 5(1), 78–89. retrieved from https://so03.tci-thaijo.org/index.php/rpu/article/view/191553 [In Thai]
Stern, H. (1962) The Significance of Impulse Buying Today. Journal of Marketing, 26, 59-62.
https://doi.org/10.2307/1248439
THAIRATH Money. (2024). The new generation is crazy about brand names pushing the market value of Thai luxury brands overtaking Singapore. Retrieved from https://www.thairath.co.th/money/economics/world_econ/2760814
Wilairut, P. & Sirirat, A. (2023). The Consumer Decision to Purchase Brand Name Bag during the COVID-19 Epidemic in Bangkok. SSRU Journal of Public Administration, 6(1), 200-214. Retreived from https://so04.tci-thaijo.org/index.php/SSRUJPD/article/view/261834
[In Thai]
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Modern Management Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
