التفاصيل البيبلوغرافية
| العنوان: |
การทำ�นายปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อเสื้อผ้าแฟชั่นผ่านเฟซบุ๊กและอินสตาแกรม (Thai) |
| Alternate Title: |
Prediction of factors influencing decision making to purchase fashion apparel via Facebook and Instagram. (English) |
| المؤلفون: |
เกรียง กิจบำ�รุงรัตน์ |
| المصدر: |
Journal of Science & Technology MSU; May/Jun2021, Vol. 40 Issue 3, p260-271, 12p |
| مصطلحات موضوعية: |
REGRESSION analysis, DECISION making, INFERENTIAL statistics, BETA (Finance), PURCHASING, MULTIPLE regression analysis |
| مصطلحات جغرافية: |
BANGKOK (Thailand) |
| مستخلص: |
This research was conducted to predict factors affecting decision making to purchase fashion apparel via Facebook and Instagram in Bangkok. This was quantitative research conducted in the form of a research survey. The sample group consisted of consumers who purchased fashion apparel via Facebook and Instagram. Data were collected by using questionnaires with independent variables as marketing mix factors, '7P's,' consisting of Product, Price, Place, Promotion, People, Physical Evidence, and Process. Dependent variables were decision making to purchase fashion apparel via Facebook and Instagram. This research used analysis of basic data of the sample group through: 1) descriptive statistics consisting of frequency, percentage, mean, and standard deviation; and 2) inferential statistics consisting of Factor Analysis and Multiple Regression Analysis. The results revealed that there were 3 factors affecting decision making to purchase fashion apparel via Facebook and Instagram which when ordered of descending order of Beta Coefficient were product, promotion and brand's reputation, production presentation, and convenience for ordering and payment. The results obtained from studying the prediction of factors affecting decision making to purchase fashion apparel via Facebook and Instagram will be beneficial for persons involved in the online fashion product business including general entrepreneurs, fashion apparel companies, and general persons interested in utilizing results of this research for making decision, planning, and establishing marketing strategies for gaining competitive advantages from business operation in order to sustainably gain good performance and profits in a long term. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |
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