The Factor to Create Purchase Intention of Fashion Products Through Online Distribution of Generation Y Consumers in Thailand
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บทคัดย่อ
This study is mixed method between qualitative research and quantitative research. The result that the performance expectation factor, the expectation of the effort factor, trust factor, habit factor, condition of facilities factor, social influence factor, price value aspect factor are factors affecting to attitude satisfaction and confidence of distribution through online distribution channels of Generation Y in Thailand, and found that attitudes, satisfaction and confidence are factor affecting purchase intentions through the online distribution channels of Generation Y consumers in Thailand. The results of the study were consistent and conflicting with the results of the qualitative research, which entrepreneurs distributing fashion products through online distribution channels, they can be used to formulate strategies that will satisfy Generation Y consumers and gain confidence in purchasing products through online distribution channels, including the intention to purchase products efficiently.
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