Next, I would like to thank all my teachers through the courses at the College of Management, Mahidol University. I would like to thank my classmates, especially 17C international program batch, for their friendship and support. The respondents are those who are gay men in Bangkok and recently purchased clothes within the past three months.
In addition, a good atmosphere in the store can also increase the purchase intention of this group of customers. They have fought for their rights in the past with many LGBT-related events. LGBT people from other parts of the world also fought for laws until the latest event, which was a hot topic on the social network, was voted and went into effect in the United States (nationwide).
According to the 2012 Survey of Sexual Identity in the United Kingdom by the Office for National Statistics, 1.1 percent answered lesbian or gay and 0.4 percent bisexual, approximately 765,000 adults in Britain. According to the 2015 Yougov survey, 8 percent of the U.S. sample answered lesbian, gay, or bisexual, approximately 25.6 million adults. Gates (2007), the highest LGBT populations were in major cities such as New York City, Los Angeles, Chicago and San Francisco.
There are many businesses interested in the idea of Pink Money such as restaurants, bars, hotels and entertainment products and services.
Research Question
Research Objective
Research Scope
Expected Benefit
It is important to identify the self-image and subjective norms that would positively influence gay men's intention to purchase clothing.
The Construction and Communication of Gay Identities
Theory of Reasoned Action
Attitudes, Self-Image, Subjective Norms
Fashion Involvement Index
Shopping Dependence
Hypothesis and Framework
Purchasing Intention
METHODOLOGY
Research Design
Data Collection Methodology
- Population
- Sampling
- Data Collection
The sample size of this study is at least 100 male respondents who are openly gay. Data will be collected with internet questionnaire containing closed questions with a four-point Likert scale to eliminate the neutral preference of Asian respondents. The questionnaire will be divided into 5 parts: introduction, screening question, general question, specific questions and demographic questions.
The introduction section will give a brief introduction and the objective of the questionnaire, as well as the estimated time to complete the questionnaire. Screening questions will be used to select only the target group which is Thai gay men who have purchased clothes in the last 3 months. Respondents will be asked to respond on a Likert scale to measure the level of agreement and disagreement.
Demographic questions will collect general information about respondents such as age, education level, occupation, income, hobbies and interests. The internet questionnaire will be shared via the social network to seek out the target respondents. The total number of respondents will be at least 100 to ensure the reliability and validity of the data.
Data Analysis
FINDINGS
- General Description of Respondents
- Descriptive Analysis
- Attitudes
- Individual Perception
- Subjective Norms
- Hypotheses Test
- Attitudes have a positive effect on purchasing intention of clothes
- Individual perceptions have a positive effect on purchasing intention of clothes
- Subjective norms do not have a positive effect on purchasing intention of clothes
- Factors Influencing the Purchasing Intention
- Result Summary
From the point of view of the location of the purchase of clothes, almost all respondents buy clothes in department stores (91.6%), followed by a local store (55.2%) and a brand store (50.0%), while the least likely purchase is a second-hand store ( 11 .0%). Descriptive analysis, such as mean and standard deviation, is used to analyze the key factors influencing the purchase intention of gay men in Bangkok. In terms of attitude towards brands, the respondents were likely to buy branded clothes because of their quality and the perception of the brand as stylish and fashionable clothing.
Based on the average score above, respondents preferred to buy clothes that would match their lifestyle and taste. They also tended to buy clothes for specific occasions as well as to make a good first impression. Correlation analysis was used in this study to find the relationship between the factors as well as the relationship with the intention to buy clothes of gay Thai men to test the hypotheses that were stated in the previous chapter.
The results also show that there is no correlation between purchase intention and subjective norms (r = 0.079, Sig. = 0.328). The linear regression analysis examines whether attitudinal factors have a positive effect on the purchase intention of clothing. The linear regression analysis of hypothesis 1 shows that the attitude factors significantly explain 3.3 percent (R Square) of the variance in purchase intention (F = 5.222, p < 0.05).
This means that attitudinal factors are somewhat associated with purchase intention and are a significant explanatory variable for Thai gay men's purchase intention. The linear regression analysis is used to investigate whether individual perception factors have a positive effect on clothing purchase intention. The linear regression analysis of hypothesis 2 shows that the individual perception factors significantly explain 5.0 percent (R Square) of the variance in purchase intention (F = 7.999, p < 0.01).
This means that the individual perception factor is related to purchase intention and is a significant explanatory variable for the purchase intention of Thai gay men. Linear regression analysis is used to examine whether subjective norm factors have a positive effect on clothing purchase intention. The linear regression analysis of hypothesis 3 shows that subjective norms explain 0.6 percent (R Square) of the variance in purchase intention (F = 0.963, Sig. = 0.328).
This means that subjective norms are not associated with purchase intention and are not a significant explanatory variable for Thai gay men's purchase intention. The analysis shows that the emotion characteristic of attitudes has a positive correlation with purchase intention (r = 0.274, p < 0.01).
CONCLUSION
Conclusion
Recommendations
Limitations and Suggestions for Future Research
Same-sex couples and the gay, lesbian, bisexual population: New estimates from the American Community Survey. The purpose of this questionnaire is to understand consumer purchase intention for a research project conducted at the College of Management, Mahidol University (CMMU). Please tick each statement to indicate the extent to which you agree or disagree with each statement.
I prefer to buy clothes that are popular among men in general, including heterosexual men.
