Factors affecting to the purchasing behavior of female fashion clothing via Instagram in Bangkok

Nowadays, technology is influencing and dominating the daily life. Number of smartphone users rises dramatically due to the fast-pace in development and increasing benefits. This is one of the key factors driving the trend in purchase behavior of clothing in Thailand. Teenagers tend to become more acquainted and comfortable with the digital age. They are more likely to purchase goods, especially apparels, online than the generation before. Instagram, one of the most popular online applications that gives the space for the users to edit and share photos with others, is growing continually each year in terms of market size. The engagement level is significantly high among the consumers. Thailand is ranked the first spot in SEA and will continuously grow. Thus, this presents a great opportunity for the entrepreneurs to promote and sell their products online more effectively.The purpose of this research was to discover consumers’ habit, preference, attitude, and perception as well as key factors in buying decision. Both quantitative and qualitative researches were conducted and applied to the data collection in order to accomplish with the objectives. Upon the quantitative dimension, in-depth interview provided the guideline for the questionnaires design. From the research, it is found that the majority of samples are female Bachelor’s degree graduates, aging between 26-30 years old, receiving 10,000 – 19,999 Baht income. Regarding the product as the factor to encourage purchase, consumers look at the style and need of themselves as top priority. Consistency of discount and promotion is another important factor, regarding the promotion factor. On the other hand, the difference of actual products and the ones advertised is the most impactful issue preventing consumers from purchasing. The key findings of this study can be used to implement and develop the marketing strategies regarding the clothing business online. They have covered variety of marketing aspects. Additionally, the research considerably aimed to bring attention to the impacts from the digital age and online trend.

如今，科技正深刻影响并主导着人们的日常生活。得益于技术的迅猛发展与日益凸显的应用优势，智能手机用户规模呈现爆发式增长，这也是推动泰国服装线上购买行为趋势形成的核心动因之一。青少年群体对数字时代的适配度与接受度与日俱增，相较上一代消费者，他们更倾向于通过线上渠道采购商品，尤以服装类产品为甚。

Instagram作为全球最受欢迎的图片编辑与分享类线上应用之一，其市场规模逐年稳步扩张，用户参与度始终处于高位。泰国在东南亚地区的相关指标位列第一，且未来仍将保持增长态势，这无疑为创业者提供了更高效地开展线上产品推广与销售的绝佳机遇。

本研究旨在探究消费者的购物习惯、偏好、态度与认知，以及影响其购买决策的核心因素。为达成研究目标，本研究同时采用定量与定性研究方法开展数据采集工作：在定量研究环节，前期深度访谈为问卷设计提供了参考依据。

研究结果显示，受访样本中绝大多数为26至30岁、拥有学士学位的女性群体，月收入区间为10000至19999泰铢。在激励购买的各类因素中，消费者将服装款式与自身实际需求列为首要考量；而折扣与促销活动的持续性则是另一项关键影响因素。反观阻碍消费者下单的核心问题，则在于实物商品与宣传内容存在显著差异。

本研究的核心结论可用于指导线上服装业务的营销战略制定与优化，涵盖了营销领域的多个维度。此外，本研究亦旨在呼吁业界关注数字时代与线上消费趋势所带来的各类影响。

搜集汇总

背景与挑战

背景概述

该数据集是2014年泰国法政大学发布的一篇市场营销硕士学位论文，研究曼谷女性通过Instagram购买时尚服装的影响因素。研究采用定量和定性方法，发现主要样本为26-30岁、拥有学士学位的女性，影响购买的关键因素包括产品风格、个人需求以及折扣促销的一致性。