The purpose of this research is to identify the factors that influence Thai consumers towards online clothing shopping through social media stores, e.g. This research will analyze factors that influence the purchase intention of clothing via online social media stores in Thailand. How perceived risks (such as risk of non-delivery, product durability, expected quality) affect attitude towards online purchases through social media shopping.
Expected Benefits
LITERATURE REVIEW
- Traditional Purchase Funnel and Modern Purchase Funnel
- Traditional Purchase Funnel
- Modern Purchase Funnel
- Theory of Planned Behavior (TPB)
- Social Feedback Cycle
- Perceived Risks Theory
Research and Familiarity: Starting search, reading review, comparing and learning by features of the product or service of interest. Perceived Behavioral Control: Perception of an individual with regard to the individual's ability to perform a certain behavior. The TALK stage, which is generated through social media such as Facebook, Twitter, LINE, etc., appears to have an important role in purchase intention as it links back to the consideration stage of the traditional purchase funnel.
RESEARCH METHODOLOGY
Research Design
Data Collection Methodology
- Population
- Sampling
- Data Collection
Participants will be prompted for answers related to the topic and may be asked to elaborate on their reasons and relevant examples. The interview session will be audio recorded with digital recording equipment and transcribed for analysis. The interview consent form provided by the College of Management Mahidol University (CMMU) will be presented and signed by each participant prior to the interview session.
Instrument
- Demographic
- Purchase Intention Trigger Point and Cycle Development
- Subjective Norms / Peer Recommendation
- Perceived Risks /Trust
Data collection will be collected during the interview conducted to investigate the consumer's feeling, perception, emotion, behavior towards the trusts and perceived risks when considering shopping via social media online store. More detailed questions will be asked to gain a deep understanding of how trust is developed in the online store and which factors influence purchase intention from awareness through the decision stage in the purchase funnel. How do you see the aforementioned risks between social media online store and e-commerce website, such as Zalora.
DATA ANALYSIS
Demographic Profile of Research Participants
Observation Findings
Little or limited time for shopping in traditional stores: 45% of participants claimed that they do not have time to walk, or search in the traditional store due to time constraints every day. Some participants also claimed that the price after comparing the time spent traveling to shop and buying products is time consuming;. However, one of the participants mentioned that the price is actually considered whether buying online or driving to buy the products in physical stores to offset the price increase.
I choose to buy the product (clothing) online because I cannot find it anywhere else or because I have to put a lot of effort into searching for and purchasing the item. I always have to work in the office and finish work quite late, so I'm too tired to go shopping. Products are not available within their reachable areas: 55% of participants gave the reasons why they choose to buy products online because they are not available in their local or reachable areas, such as importing products or some designer shirts.
I recently wanted to buy some designer swimsuits to wear with my husband for the upcoming trip and I couldn't find the style I liked except the ones from the Facebook page so I decided to get them from there to get. the delivery was committed to be in time for the journey.”. Most of the participants answered that they use mobile phone as the main device to go online (non-work) and also use it for online shopping because of the convenience of being able to use it anytime. Only one participant mentioned that she prefers to shop online via personal computer as it is easier to compare the prices and products when opening multiple windows.
Thai Online Consumer Behavior on Clothing
- Identification with Peer Group
- Peer Communication
- Peer Recommendation
- Social Feedback Cycle
- Product price range versus effort of search and thought of information
- Risk Management
- Number of Likes Effect
- No Difference between Social Media Store and Zalora
According to the result, 90% of the participants answered that the peer recommendation is not positively associated with their final decision to buy clothes online. All the participants revealed that the photos and posts from Facebook feed are the main things that prompt them to buy the clothes online. In addition, the majority of respondents only refer to life partner (spouse) and close friends when surveying peers.
Like/dislike (L): Most of the participants answered that they would share information about positive and negative experiences about the store and the item they buy with their friends, but only when asked. However, only 10% of respondents said they would express their appreciation in a Facebook wall post about the product. On the other hand, most of the respondents would not buy goods online if the price exceeds 1,000 THB, as they prefer to buy it in a traditional store so that they can see and compare the products before buying.
All respondents stated that they would go through the comments on the Facebook fan page for positive and negative feedback, as well as the top comments on each page before starting to talk to the store representative. As a result, two of the respondents answered that they would choose the store with the lowest likes, but those stores already passed their risk control and trust after reading the reviews and comments about the Facebook page. On the other hand, the number of likes for each item (product) does not significantly affect any purchase intention for any of the respondents.
All the participants perceived no difference between social media store and Zalora, even though Zalora offers Cash on Delivery (CoD) payment method.
DICUSSIONS
Conclusion
In addition, the average price a consumer is willing to pay for an online transaction is 1,000 THB, which in this case is a rag. They feel that it is more difficult to pay through an online store if they can find it somewhere else they can go when the price is generally higher than 1000 THB. One reason is that the garment is seen as a low-involvement product that may not require a thorough consideration, except for an imported garment such as a leather jacket, which would require more attention.
The result of this research was in line with the theories used to support consumer behavior such as Modern Purchase Funnel by Gibson, J. 2015) and the AISDALSLove model by Wijaya (2012), that consumers will express both positive and negative appreciation versus their next purchase, either continue purchasing from the same store or stop due to disappointment from previous purchasing experiences. However, Thai consumers are unwilling to share the positive experiences of their purchases without being asked because they either gain nothing from sharing or believe that each individual has their own style and is able to relate to the brand. search and position themselves. It can be suggested that the owner of the social media page may have been paid to promote the store by posting the words of appreciation and the stores on social media.
Last but not least, consumers from the research sampling do not perceive reliability and trustworthiness from Zalora (Thailand) even though they understood that it was recently acquired by Central Group. Most of them prefer to use Facebook because it is the most used online application and Instagram because of the way they organize their photos, rather than buying from the Zalora app or website. This has confirmed Thai consumer behavior that they already have a comfort zone for using Facebook, including using it for shopping, although it is not fully designed for online commercial transactions, but Thai consumers accept and prefer to use it as a one stop service. online life, both social networking and shopping.
Recommendations
Setting a price range below 1,000 THB to encourage quick decision making and a responsive customer service team would be an advantage.
Limitations and Recommendations for Future Research
Onttrek van https://komunikasiana.files.wordpress.com/2012/01/the- development-of-hierarchy-of-effects-model-in-advertising.pdf.
APPENDICES
Appendix A: Interview Question
Please rate how important it is from 1 to 10 to request that online chat or messaging be available when shopping. Ask for an opinion only when you can't decide on the same item, but in a different color. If it's above, more thought and consideration will be required, so we'll be looking at multiple sources for the best price.
I always share this information because I want to share the item I like with my friends and think it will be good for my friends too. Zalora may be more reliable and trustworthy due to the size of the company which is bigger and more professional, but I'm afraid it will take time for the service process e.g. Therefore, my ceiling is THB 2,000 for the acceptable loss, as it could have been damaged or stolen in transit.
I don't have much time to wait for the answer and prefer to spend quality time reading all the information about the products so that I don't have to talk for other reasons. No, I won't share it because individual style is different unless my friends ask for the source. My close friends - only if I were to ask for advice, but then it's still up to me for the final decision.
Product authenticity or expected quality: I request a replacement, but if it doesn't work, I won't buy from the store again and please tell your friends. I share a picture on my wall when I get a discount at a store or only my friends have a store. Only if my friends ask me about it, because it's okay to share this information when asked.
