Using Online Media Behavior in Fashion Products Purchasing of Generation Y Consumers

Abstract

The purpose of this research was to 1) Analyze the difference in the behavior of using online media in fashion products of Generation Y Consumers Classified by demographic factors 2) Analyze the difference in the behavior of using online media in fashion products of Generation Y Consumers Classified by marketing mix factors. The target group of this study is the users of purchasing online fashion products. Data were collected by using 400 questionnaires. The results of the research show that most of the women are aged between 24 and 28 years old. They are studying at the bachelor level, and most of these consumers were employees of private companies with the average monthly income from 15,001 - 20,000 baht. The type of online media that purchases the most fashion products is Instagram. The type of fashion products ordered through online media is clothing. Frequency of purchases from 1 to 3 times/month. The time that most consumers order fashion products is 18.01 - 21.00. The average cost of buying is 500 - 1,000 baht per time. The payment method is transferred to the seller’s account. The results of hypothesis showed that different sex, occupation, the average monthly income have different frequency of using online media to buying fashion products through online and different average cost per time for purchasing online fashion products. Age, education has a nondifferent frequency of using online media to buying fashion products online but have a different average cost per time in using online media to buy fashion products at the statistical significance level 0.05.