The Factors Affecting Consumer Traits, Online Marketing Tools in Impulsive Buying Behavior of Online Fashion Stores, Bangkok, Thailand
AU-GSB e-Journal, Vol. 14 No. 1 (2021): AU-GSB e-Journal (June 2021), by Assumption University of Thailand. http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/5261; https://doi.org/10.14456/augsbejr.2021.1
14 Pages Posted: 22 Dec 2021
Date Written: March 29, 2021
Abstract
The purpose of this study is to identify the factors affecting consumer traits, online marketing tools in the impulsive buying behavior of online fashion stores in Bangkok, Thailand. In this study, the researchers aim to determine which factors will be the most effect on ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion toward impulsive buying in the market platform of online fashion. A total of 400 participants, which contain specific characteristics such as experiencing participating fashion online platforms, aging over 18 years old, and multinationalism who live in Bangkok was used as the target population. Both descriptive statistics and inferential statistics were used in data analysis such as frequency, percentage, mean, standard deviation (S.D.), and multiple linear regression (MLR) to describe the demographic profile and the causal relationship between variables. In this study, results revealed that ideal self-congruence, fashion consciousness, materialism, product attributes, online platform quality, and online sales promotion have a positive significant effect on impulsive buying at a p-value less than .05, meanwhile, the positive emotion has failed to support the null hypothesis. This hypothesis testing applied that there has no significant effect on impulsive buying in online fashion stores in Bangkokian.
Keywords: Ideal self-congruence, fashion consciousness, online platform quality, online sales promotion, impulsive buying
JEL Classification: A23, B55, C83, D12, D40, D50
Suggested Citation: Suggested Citation