พฤติกรรมของผู้บริโภคเจเนอเรชันวายในประเทศไทยต่อการซื้อเสื้อผ้าแฟชั่นและเครื่องประดับผ่านติ๊กต๊อก ช็อป

Abstract

This independent study aims to study behavior of generation Y consumers in Thailand towards buying fashion clothing and accessories on TikTok Shops. This study is a quantitative research, Data was collected through an online questionnaire with 385 samples using frequency, mean and crosstab to clarify descriptive statistics of various variables in the research such as consumer behaviors. Furthermore, t-test and one-way ANOVA were applied for analyzing the mean difference in the importance scores of the online marketing mix by gender and average monthly income. The result revealed that most of the respondents were single female with the highest education level in bachelor’s degree. They were employees of private companies and had an average monthly income of 15,001 – 30,000 Baht. They often purchased the product during special promotions or discount. Their purchasing decisions depends on themselves. They had an unpredictable shopping pattern, purchasing between 8:01 PM and 12:00 AM. They had started purchasing through TikTok Shops for the first time in over a year. They learned about the sales channel through TikTok. They purchased the product 1-2 times per month, spending 41-50 minutes per purchase and purchasing 2-3 items at a time. The average spending per purchase was 1,001 - 1,500 baht. They preferred to pay by mobile banking. They often purchased at shops that were having special promotions or discounts. When satisfied with the product or purchase, they did nothing. When dissatisfied with the product or there was a problem with the purchase, they did nothing. Demographic factors, such as gender, affected consumer behavior differently in some sub-factors in the time period in which consumers purchased the product, and in the characteristics of consumer purchases of the product. Average monthly income affected consumer behavior differently in some sub-factors in the reasons why consumers decided to purchase the product and in the characteristics of consumer purchases of the product. This study found that in term of product, consumers valued a variety of fashion clothing and accessories available for purchase through TikTok Shops. In term of price, consumers valued fashion clothing and accessories available for purchase through TikTok Shops that were priced fairly for the quality of the product. Regarding place, consumers valued shops that allow them to pay for products through multiple channels. On the promotion side, consumers valued reviews of products by previous purchasers of fashion clothing and accessories. Concerning privacy, consumers valued protecting the personal information of customers who used the service. In term of personal service, consumers valued shops where they could talk to or ask questions of shop administrator through TikTok Shops conveniently and quickly, and where they could be provided with comprehensive information about the product. Regarding demographic factors, such as gender, affected the importance of online marketing mix factors differently in the overall areas of promotion and personal service at the 0.05 significance level. However average monthly income did not affect the importance of online marketing mix factors differently in the overall picture at the 0.05 significance level.