ATTITUDE AND PURCHASING DECISION FACTORS OF FASHION …

ATTITUDE AND PURCHASING DECISION FACTORS

OF FASHION GOODS CONSUMER ON SOCIAL

NETWORK APPLICATION “INSTAGRAM”

BY

MR. THEE JUVITAYAPUN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERECE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2014

COPYRIGHT OF THAMMASAT UNIVERSITY

ATTITUDE AND PURCHASING DECISION FACTORS

OF FASHION GOODS CONSUMER ON SOCIAL

NETWORK APPLICATION “INSTAGRAM”

BY

MR. THEE JUVITAYAPUN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERECE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2014

COPYRIGHT OF THAMMASAT UNIVERSITY

(1)

Independent Study Title ATTITUDE AND PURCHASING DECISION

FACTORSOF FASHION GOODS

CONSUMER ON SOCIAL NETWORK

APPLICATION “INSTAGRAM”

Author MR. THEE JUVITAYAPUN

Degree Master of Science Program in Marketing

(International Program)

Department/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Assertion Advisor Professor K. Douglas Hoffman, Ph. D

Academic Year 2014

ABSTRACT

This study objective is to understand the attitude, behavior, values that

consumer seek for, and purchasing decision factors when purchase fashion goods on

Instagram. The exploratory and descriptive research method has been use in order to

achieve the objectives. For descriptive the questionnaire was distributed between

February to March 2015 with total 203 respondents.

The result shows that Thai fashion consumer on Instagram mostly follow

account of their friend follows by the account that link to their interest or hobbies

which means lifestyle is their priority. The results also indicate that consumer follow

account of the local brand much higher than the national brand which could whether

be concern or opportunity for marketers of national brand. When allocate the

consumers into three group based on the purchasing level. There’re differences of

attitude and behavior between groups and only few differences when explore on the

purchasing decision factors.

Keywords: Mobile Marketing, Social Network, Social Network Application,

Instagram, Consumer behavior, Marketing Strategy, National Brand, Local Brand

(2)

ACKNOWLEDGEMENT

I would like to take this opportunity to thank you and express my gratitude to

my advisor, Prof. Dr. K. Douglas Hoffman for providing valuable guidance and

contribute so much time entire my independent study project. Without his advice,

support, and knowledge this individual study would never be possible. From face to

face meeting and discussion through an e-mail gently made the project into a good

shape. I would also like to thank all the committee, Professor Paul G. Patterson,

Ph.D., and Professor Siriluck Rotchanakitumnuai, Ph.D. for dedication on my

Individual study.

I would like to acknowledge MIM office and all MIM staffs for strongly

support along my 2 years of study at MIM. All visiting professors for sharing

knowledge and experience which has shift my paradigm of thinking onto the global

level. All classmate of MIM 27 for sharing of moment of joy and taking care of each

other’s which make the study at MIM a worthwhile experience of my life.

Mr. Thee Juvitayapun

(3)

TABLE OF CONTENTS

ABSTRACT ...................................................................................................................1

ACKNOWLEDGEMENT .............................................................................................2

LIST OF TABLES .........................................................................................................4

CHAPTER 1 INTRODUCTION ..................................................................................1

CHAPTER 2 CONTERMPORARY TOPIC DISCUSSION .......................................5

CHAPTER 3 RESEARCH DESIGN ............................................................................8

CHAPTER 4 DATA ANALYSIS AND RESULTS ..................................................13

CHAPTER 5 SUMMAY AND CONCLUSIONS ......................................................30

REFERENCES ............................................................................................................33

APPENDICES .............................................................................................................34

APPENDIX A ................................................................................................. 35

APPENDIX B ................................................................................................. 43

APPENDIX C ................................................................................................. 44

APPENDIX D ................................................................................................. 45

APPENDIX E ................................................................................................. 45

BIOGRAPHY ..............................................................................................................48

(4)

LIST OF TABLES

Table 4. 1: Summary of response toward attitude of Instagram usage items ..............14

Table 4. 2: Summary of response toward attitude of Instagram usage items ..............15

Table 4. 3: Frequency of purchasing fashion goods via Instagram and Average

spending per time .........................................................................................................16

Table 4. 4: New variables (Level of purchasing) .........................................................16

Table 4. 5: Association between Independent variables and level of purchasing

(n=203) .........................................................................................................................18

Table 4. 6: Response by Sex Group .............................................................................19

Table 4. 7: Response by Monthly Income Group ........................................................19

Table 4. 8: Response by Frequency of Instagram usage Group ..................................20

Table 4. 9: Result of One-Way ANOVA for measure attitude towards Instagram

usage ............................................................................................................................21

Table 4. 10: Result of One-Way ANOVA for Instagram account following ..............22

Table 4. 11: Result of One-Way ANOVA for reasons to buy on Instagram ...............23

Table 4. 12: Result of One-Way ANOVA for influencer on Instagram ......................26

Table 4. 13: Result of One-Way ANOVA for “Product” factors ................................27

Table 4. 14: Result of One-Way ANOVA for “Place” factors ....................................28

Table 4. 15: Result of One-Way ANOVA for post-purchase behavior .......................29

1

CHAPTER 1

INTRODUCTION

The penetration smartphone technology and developments of smartphone

application are changing the lifestyle of Thai modern society. The access to the

internet on the smartphones provides the opportunities for users to connect and

interact with user’s network or anyone worldwide for many purposes such as personal

relations, business networks, etc. Consumers also increasingly use their smartphone

as a tool to search for information about goods or services to consume both searches

on the website, community board, and especially via the social network application,

the recommendation from their network. Lots of products and services firms that

currently offer their online service on the desktop site also develop the mobile

marketing supported website or even develop the smartphone application to facilitate

their consumers and also attract new customers to maximize the opportunity to

generate revenues.

Refer to the study of Digital Advertising Association (Thailand) report. The

number of Thailand mobile subscribers on 2nd

quarter of 2014 was at 94.3 million

subscribers, increased 5.4 million compared to 88.9 million subscribers in 2nd

quarter

of 2013. This statistics could be translating to over 138% mobile penetration compare

from total population of 68 million people. The research also mentioned that 29.2

Million subscribers are smartphone users or higher than 30% of penetration from the

top 3 mobile carriers in Thailand.

As you can see from above statements how smartphones penetration, social

network and applications are on the trend to be the platform of the future. This

platform will provide an opportunity to reach the massive network and also can be

more precise to the target group at the same time. Lots of brand and retailers has

captured the trend and starting to establish the mobile marketing strategy and

implement it on the social network application designed specifically for the

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smartphone such as “Instagram” to capture and provide their offerings to prospect

customers on the network.

Instagram was introduced in 2010, it is an online mobile application and

social networking service that enables users to take photos video and share the

content on variety social networking platforms. Users of Instagram have options to do

with photos and videos that others users shared such as like the pictures, follow others

Instagram account to follow the content that have been published by that the account

owners and also the option to share the content that have been published by others

users. After Instagram has been introduced only a year one year the company has

been acquired by Facebook in April 2012 at the value of approximately US$1 Billion.

The success of Instagram could also be described by:

The number of users: Instagram has reported the number of 300 million

registered accounts worldwide in December 2014. They reach 150 million

users 2 years faster than Facebook and half time the twitter

Engagement: Instagram has 2 times engagement than Facebook (Total

community size x Engagement Rate) of Facebook

93% of prestige(Luxury) brands are present on Instagram, up from 63% of

July 2013

68% of users are women, 90% of users age are under 35

According to the report from Zocial Rank Inc., The amount of “Instagram”

user in Thailand has growth 546.2% from 240,000 users in 2012 to 1.5 Million users

in 2013 and yet has reached 1.8 million already. Even though there is no estimation of

Thailand consumer total spending on Instagram, which are very hard to track since

current version of Instagram application does not have the functions for ordering

products and payment system on the application itself. However another report has

indicate the massive growth of small retailers on Instagram which increased from

35,414 retailers between Jan – Jun 2013 to 66,559 (+88% growth) between Jul – Dec

2014 and reached 163,271(+145% growth) in numbers between Jan - Jun 2014. These

numbers show the success of Thailand retailers on Instagram and also indicate the

3

changing in trend of consumer purchasing behavior toward social network

application.

From aforementioned statistics of Instagram shows increasingly adoption and

usage of Instagram as a marketing tool by global leading luxury brands. Even though

the commercial usage of Instagram in Thailand are mostly for being retailers of local

brands, but the trend of technology usage and adoption seems to be globalization as

we can see from the past. Instagram will soon be an important tool for marketers in

Thailand, when most of transactions happen online and mobile. It is crucial for

marketing professionals to understand consumer on the emerging channels in order to

be the first mover and capture the market before the competitions came in. This study

aim to provide more understanding attitudes of consumer towards shopping goods via

Instagram, values that consumer’s seeking, and influencing factors that underline the

purchasing decisions on Instagram.

The research is guided by following objectives.

1. To analyze the segmentation of Thailand Instagram consumer in term of;

a. Behavioral; Purchase behavior, benefit sought

b. Frequency; Heavy, moderate, light

c. Demographic; Gender, age, education level, occupation, SES

2. To define influencing factors in purchasing decision

a. How consumers know or reach to the brand : Hash tag search,

Influencers, and others

b. Key influencing factors ranked based on 4Ps :

i. Product: Brands, Availability offline, New to the market

ii. Price: Price range, cheap or premium

4

iii. Place: Preferred payment channels, Preferred method for

deliveries

iv. Promotion: Frequency, Responsiveness, Consumer promotion

to attract consumers

3. To study and overview about retailers on Instagram and its strategy

a. The current situation, competitions and strategy applying on Instagram

5

CHAPTER 2

CONTERMPORARY TOPIC DISCUSSION

The study of “Attitude and Purchasing decision factors of fashion goods consumer on

social network application "Instagram”” is to understand consumer behavior on

purchasing fashion products via Instagram application, attitude and important factors

for each segments of consumers which affects their purchasing decision for marketers

to develop and implement their mobile marketing strategy to capture an evolving

trend of consumer . The relevant topics are follows;

Consumer Behavior

Consumer behavior has been variously defines as follows;

Consumer behavior is the study of how individual, groups, and organization

select, buy, use, and dispose of goods, services, ideas, ore experienced to satisfy their

need and wants. (Kotler and Keller, 2012)

Consumer behavior is the dynamic interaction of affect and cognition,

behavior, and the environment by which human beings conduct the exchange aspects

of their lives. (The American Marketing Association)

Market Segmentation

Market segmentation divides a market into well-defined slices. A market

segment consists of a group of customer who share a similar set of need and wants.

The marketer’s task is to identify the appropriate number and nature of market

segments and decide which one(s) to target. (Kotler and Keller, 2012)

There’re four broads variables that marketers use to segments consumer

market which are Geographic, Demographic, Psychological graphic and Behavioral.

National brand

A brand that is marketed throughout a national market. It contrasts with

regional brand and local brand. It usually is advertised and usually is owned by a

6

manufacturer, though neither is necessary for the definition because Kmart's brands,

for example, are obviously national, even international (The American Marketing

Association)

Local brand

A brand of product that is marketed (distributed and promoted) in a relatively

small and restricted geographical area. It may be called a regional brand if the area

encompasses more than one metropolitan market. (The American Marketing

Association)

Mobile Marketing

Mobile Marketing is a set of practices that enables organizations to

communicate and engage with their audience in an interactive and relevant manner

through and with any mobile device or network. (The Mobile Marketing Association,

2009)

Literature reviews

There are studies about Instagram mostly conduct by the research firms. The

study could be classified into 2 categories.

First category is the study on the contemporary marketing application of

Instagram by Brands on the global scope, which measure Instagram activity of

Top 100 Brands from Interbrand 2013. Here are the examples of the results;

o In Q3 2014, Interbrand’s top 100 posts averaged 18,822 likes and

comments each

o 88% of brand posts include at least one hash tag

o 91% of posts by top brands have seven or fewer hash tags

o The average caption is 138 characters long including hash tags.

o There is no statistically significant correlation between caption length

and engagement

7

The second category, in contrast, focuses on the consumer side. There is one

study conducted by the Zocial Inc. on general usage of Thailand consumer on

Instagram. Here are the examples of the results;

o Consumer’s opinion about placing advertisement of retails store on

comments of celebrities’ post

o Categories of products they have purchased

o Average price of products that consumer purchased on Instagram

8

CHAPTER 3

RESEARCH DESIGN

The main objective of this study is to understand the consumer’s attitude,

purchasing behaviors of fashion goods shopper via Instagram application in Thailand.

To achieve the research objectives exploratory and descriptive has been conducted as

the mean of data collection and analysis. The study includes both qualitative and

quantitative analysis as follows;

1. Exploratory Research Methodology

To achieve objectives of the study, the research will conduct two exploratory

research methods which are the desk research and the qualitative research. Each

method of the study has been designed to achieve the objectives on particular study as

follows;

1.1) Desk Research – The objective is to study Thailand mobile commerce

market in term of the market situation, retailers competition and contemporary

strategy usage, in addition, the result of the study will provide overview picture in

term of market values, growth and market trend [Objective 3]. The study will conduct

by explore related articles and critiques about global and Thailand mobile commerce

in order to gain overall market information and will be used as a guideline for

quantitative research method. The source of information for the secondary data is

mostly the data that available on the internet, journals, government sector published

reports, private sector reports, and other sources which could be the publications,

expert opinions online, related research studies, etc. The information gathered will

help researcher for better understanding of the market space which will shape the

scope and guide the proper direction before going out to collect the primary data.

9

1.2) In-depth Interview

A) Objective

The purpose of in-depth interview is recheck and gain more understanding

about current situation of the market from the desk research on specific issues such as

interviewee’s usage of Instagram, Attitude, Purchasing behavior [Objective 1-b] and

criteria for decision making [Objective 2-b]. The quality of answer will provide rich

information in order to help understand the depth of reaction from consumers. The

data obtained from an in-depth interview will be analyzed and selected to be the key

alternative variables and guideline for designing the survey questionnaire in

descriptive research.

B) Sampling Selection

Total 6 interviewees will be recruiting to do the In-depth interview with semi-

structured questions based on convenient sampling. All of them must pass the

screening questions to participate the discussion;

B.1 Physical Qualifications

Male or female ages between 18 - 50 years old

Residence in Thailand

B.2 Behavior Qualifications

Have an account on Instagram application

Used to buy fashion products on Instagram

Purchased fashion products via Instagram within last 12 months

C) Data Collection

The in-depth interview will be conducting by face-to-face interview

with the consumer who have an experience on purchasing goods via

Instagram application

The interviewee for the in-depth interview will be recruit within

Bangkok area and which has diversity on age, income and occupation

10

The in-depth interview will be conduct at the place where conveniently

for interviewee

The interview will take 30 – 45 minutes per session

D) Data analysis

The data collected from the in-depth interview will be individually analyzed

in the descriptive format. The summary of each participant will be written by using

the following pattern;

General information: Gender, age, level of education, occupation, SES

The lifestyle and personality

The general usage of Instagram application

The influencing factors when finding and choosing brands and

retailers accounts to follow

The perception and attitude toward mobile shopping on Instagram

application

Purchasing behaviors and influencing factors when making purchasing

decision last time

The perception towards current practice brands and retailers are using

on Instagram

The preference of consumers on channels and promotion

The summary of finding will be used to develop the survey questionnaire.

2. Descriptive Research Methodology

A) Objective

The objectives of descriptive research are to measure and verify the result

gained from the conduction of qualitative research. The method will be conduct by

using questionnaire survey in order to collect the data from the market. Then

transform the acquired data into variables and SPSS program will be used to support

in analysis of the result. The result of the descriptive research will be used to interpret

the result and development recommendations which help to achieve the objectives of

overall study.

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The questionnaire will be designed based on the qualitative research. The

questionnaire will consist of the closed-end questions on Likert’s scale, semantic

differential scale technique and opened-end questions.

Questionnaire conducted to:

Analyze the segmentation of shoppers on Instagram application on

attitude, behavioral and demographic [Objective 1]

Determine influencing factors in purchase decision making on

Instagram [Objective 2]

Measure consumer’s perception towards current practices of Instagram

and its effectiveness [Objective 3]

B) Sampling Selection

Respondents for descriptive research will be convenient sampling. The

respondents will be screened by the screening questionnaire before access to the

questionnaire based on characteristics as follows;

Have an account on Instagram application

Used to buy fashion products on Instagram

Current consumer who purchased through browsing on Instagram within

last 12 months

C) Data Collection

The questionnaire will be distributed base on the convenience methods

both on-line and off-line approach

Online questionnaire: The respondents will be acquired through social

network such as Facebook page of the retail store that also has the

Instagram account, Line application, www.pantip.com which is the most

popular bulletin board in Thailand.

12

Offline questionnaire: The respondents will be surveyed by both form of

paper and tablet (iPad) at workplaces and home villages or special event

for offline Instagram retailers.

Expected to launch and recruit 150 respondents between Mid-February to

Mid-March 2015

The questionnaire length of time is not exceeding 10 minutes.

(See appendix B: Example of the survey questions)

D) Data Analysis

The data gathered from the questionnaire will be coding into the spreadsheet

form and verified by frequency analysis on SPSS before continue on the analysis part.

Then, the verified data will be analyzed by different methods on SPSS up to the

objective of each option and to find the answer for the objectives. Most of the

question on the questionnaire will be designed to be the closed-end questions for

purpose of analysis. The data will be analyze by different method such as frequency

analysis, Mean analysis, Cross-tabs, ANOVA and other required statistics method.

The result will be interpreted and presented in pattern of table and graph to answer

the objective of the study.

Limitation

1. The sample for In-depth interview based on the convenient sampling, each session

also requires lots of time, resulted in key findings may not generalize to entire

population.

2. The channel is on an early stage. There may not be variety of practices on the

channel.

3. The questionnaire survey intends to gather information from the whole country.

However due to the limitation on physical to be presence into various geographic

location. The results will mostly gather from online survey which may have

tendency from Bangkok area only.

4. Some specific terms on Instagram application must be translate to Thai language

which may mislead unintentionally.

13

CHAPTER 4

DATA ANALYSIS AND RESULTS

The questionnaire has been distributed online via Monkeysurvey.com on the

period of February 20th

to March 15th

2015. There’re 203 respondents that pass the

screening questions, who has purchased fashion product on Instagram within last one

year, and completed the questionnaire.

Key findings has been separated into 4 parts

1. General descriptive on attitude, behavior and segmentation of fashion goods

consumer via Instagram application

2. Association between Independent variables and Dependent variables

3. Analysis of Variance, Attitude and behavior between groups

4. Influencing factors based on 4Ps between groups

Part1: General descriptive on attitude and behavior of fashion goods consumer

via Instagram application

According to appendix B.1 From total 203 respondent the overall

demographic of respondents the majority are female (178 persons, 88%) age between

28 -32 years old (71 persons, 35%) with single status (182 persons, 90%) Majority of

the respondents has education on bachelor degree (81 persons, 40%) and has an

occupation of employee (105 persons, 52%) with highest frequency rate of income

between 30,001 to 50,000 THB (61 persons, 30%) and most of consumer use

Instagram more than 5 times a day (71 persons, 35%).

Consumer’s attitude and behavior towards usage of Instagram application

According to table 4.1 When we look at the attitude towards usage of

Instagram, given 1 = Strongly Disagree and 7 = Strongly Agree, Consumer agree that

they use Instagram to sharing picture the highest follow up by use Instagram to follow

or update on their area of interest/hobbies which higher than use Instagram to Update

14

friends activities. Consumer also agrees that the use Instagram to shopping and

compare price buy neutral when asking about sharing of VDO on Instagram.

Table 4. 1: Summary of response toward attitude of Instagram usage items

Statements Percentage of respondents by response category

Mean SD Strongly

disagree Disagree

Somewhat

Disagree Neutral

Somewhat

Agree Agree

Strongly

Agree

Use

Instagram to

Share

pictures

1.5% 0.5% 1.5% 12.3% 14.8% 30.5

%

38.9% 5.86 1.26

Use

Instagram to

follow my

interest or

hobbies

0.5% 1.0% 1.0% 11.8% 16.7% 38.9

%

30.0% 5.80 1.13

Use

Instagram to

Update

friends

activities

2.0% 1.5% 2.0% 17.7% 18.7% 31.5

%

26.6% 5.51 1.35

Use

Instagram to

Shopping

0.5% 0.5% 3.0% 17.7% 32.0% 30.0

%

16.3% 5.35 1.12

Use

Instagram to

Compare

prices

4.4% 3.0% 8.9% 28.6% 18.7% 26.1

%

10.3% 4.74 1.49

Use

Instagram to

Share VDO

8.4% 11.8% 6.4% 39.9% 14.3% 12.8

%

6.4% 4.04 1.59

From the table 4.2 – The question has been asked how much the respondent

agrees about following of different kind of accounts the results align with attitude

towards usage of Instagram. Consumer follow account of friends and Interest/hobbies

the most. The interesting point is consumer of fashion products follow accounts of

local brand somewhat higher than accounts of National brand.

15

Table 4. 2: Summary of response toward attitude of Instagram usage items

Statements

Percentage of respondents on respond category

Mea

n SD

Strongl

y

disagre

e

Disagre

e

Somewha

t Disagree

Neutra

l

Somewh

at

Agree

Agre

e

Strongl

y

Agree

Follow

account of

friends

2.0% 1.5% 2.0% 8.9% 10.3% 36.5

%

38.9% 5.89 1.32

Follow

account of

interests or

hobbies

1.0% 0.5% 1.0% 10.3% 16.7% 36.5

%

34.0% 5.87 1.15

Follow

account of

local brand

1.5% 2.0% 3.0% 14.3% 26.1% 33.0

%

20.2% 5.41 1.28

Follow

account of

stars /

celebrities

3.0% 3.4% 3.4% 11.8% 25.1% 29.1

%

24.1% 5.36 1.47

Follow

account of

net idol

12.3% 7.9% 7.4% 25.6% 17.2% 18.2

%

11.3% 4.28 1.83

Follow

account of

national

brand

8.4% 9.9% 10.3% 26.1% 19.2% 16.3

%

9.9% 4.26 1.71

Refer to table 4.3 Most of respondents average spending of fashion good via

Instagram is between 0-500 THB which equal to 93 person or 46% of respondents

follow by 501 -1,000 THB/time, 73 persons or 36% of respondents and the last group

is higher than 1,000 THB/time with 37 persons or 18% of respondents. When look at

the frequency of purchasing fashion products via Instagram. Most of the respondents

purchase once every 2-3 months, 84 persons or 41% of respondents, follow by

purchase at least once a year month, 45 persons or 22% of respondents, the least

frequency of purchasing fashion products via Instagram more than 1 time per week

with 1% of respondents or 2 persons.

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Table 4. 3: Frequency of purchasing fashion goods via Instagram and Average

spending per time

Fashion goods purchasing behavior via Instagram n %

5. How often you buy fashion

products via Instagram

Once a year 45 22.2%

Once every 2-3 months 84 41.4%

Once a month 33 16.3%

2-3 times / Month 28 13.8%

Once a week 11 5.4%

More than 1 time / week 2 1.0%

Total 203 100.0%

10. Average spending for fashion

goods via Instagram per time

0 – 500 Baht/Time 93 45.8%

501-1000 Baht/Time 73 36.0%

>1000 Baht/Time 37 18.2%

Total 203 100.0%

New variable was created based on result of survey question 5 and 10 (Please

see table 4.3 and appendices A) by sum of question 5 and new group adjustment for

question 10, the minimum value would equal to 2 and the maximum value would

equal to 9.

Table 4. 4: New variables (Level of purchasing)

Sum of Answer

5 and 10 n Total % New variables

2 25 77 38% Light purchase level

3 52

4 55 89 44% Medium purchase level

5 34

6 20

37 18% Heavy purchase level 7 12

8 4

9 1

Total 203 203 100%

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From the table 4.4 we can identifies the respondents into 3 groups which are

Light purchaser: The sum of answer 5 and 10 that equal to 2 to3 will be categorized

as the light purchaser. The light purchaser is accounted for 38% of total respondent or

77 people. The light purchaser are respondents who has frequencies of purchase

fashion products via Instagram not more than once every 2-3 month and average

spending per time not exceed 1,000 THB per time of purchasing.

Medium purchaser: The sum of answer 5 and 10 that equal to 4 to 5 will be

categorized as the medium purchaser. The medium purchaser is accounted for 44% of

total respondent or 89 people. The medium purchaser are respondents who has

frequencies of purchase fashion products via Instagram not more than 2-3 times per

month and average spending per time not mostly between 501 -1,000 THB per time

of purchasing.

Heavy purchaser: The sum of answer 5 and 10 that equal to 6 to 9 will be categorized

as the medium purchaser. The medium purchaser is accounted for 18% of total

respondent or 37 people. The medium purchaser are respondents who has frequencies

of purchase fashion products via Instagram at least once a month and average

spending more than 1,000 THB per time of purchasing.

Part 2: Association between Independent variables and Dependent variables

After got the new variable which categorized 203 respondents into 3 groups

according to the level of purchasing then use the crosstab analysis to test hypothesis

that there’re association between respondent’s demographic, behavior towards using

of Instagram, behavior towards buying fashion product on Instagram and level of

purchasing by using the Chi-square test at 95% level of confidence (Significant level,

P value < 0.05). Here are the key findings from the analysis.

18

Table 4. 5: Association between Independent variables and level of purchasing

(n=203)

Level of purchasing

Pearson

Chi-Square P value Interpretation

Respondents Demographic

Sex 10.92 0.03 *Significant

Age 10.35 0.41

Marital Status 2.328 0.68

Education 15.55 0.11

Occupation 13.49 0.20

Personal Income 27.82 0.03 *Significant

Behavior toward usage of Instagram

Frequency of Instagram usage 26.20 0.00 *Significant

Hypothesis 1: There is an association between respondents demographic and

level of purchasing

According to table 4.5 the hypothesis that there is an association between

demographic factors (Sex, Age, Marital Status, Education, Occupation, and Personal

Income) and level of purchasing. It’s turn out that there are 2 characteristics out of 6

characteristics of demographic which has association with level of purchasing.

Details as follow;

In term of sex, the probability of the chi-square test (Pearson Chi-square =

10.9) was p-value = .027 which is less than alpha level of significance of 0.05.

Therefore, the null hypothesis is rejected. There is an association between “Sex” and

“level of purchasing” in the positive level, and this means that women tend to have

higher level of purchasing. (Table 4.6)

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Table 4. 6: Response by Sex Group

Sex Level of purchasing

Total Light Medium Heavy

Men 9 13 0 22

Women 65 76 37 178

Others 3 0 0 3

Total 77 89 37 203

*Chi-square = 10.9, P = .027 (Significant p < .05), Cramer’s V = 0.16

In term of monthly income, the probability of the chi-square test (Pearson

Chi-square = 27.82) was p-value = .033 which is less than alpha level of significance

of 0.05. Therefore, the null hypothesis is rejected. There is an association between

“Monthly income” and “level of purchasing” in the positive direction, and this means

the higher monthly of consumer, the higher level of purchasing via Instagram they

are. (Table 4.7)

Table 4. 7: Response by Monthly Income Group

Monthly Income Level of Purchasing

Total Light Medium Heavy

Less than 8,000 18 9 1 28

8,001 - 15,000 13 8 8 29

15,001 - 20,000 5 17 2 24

20,001 - 25,000 3 6 3 12

25,001 - 30,000 9 6 4 19

30,001 - 50,000 22 26 13 61

50,001 - 70,000 5 10 2 17

70,001 - 100,000 1 4 3 8

More than 100,000 1 3 1 5

Total 77 89 37 203


Hypothesis 2: There is an association between respondent’s level of Instagram

usage and level of purchasing

20

According to table 4.8 in term of frequency of Instagram usage, the

probability of the chi-square test (Pearson Chi-square = 26.20) was p-value = .001

which is less than alpha level of significance of 0.05. Therefore, the null hypothesis is

rejected. There is an association between “level of Instagram usage” and “level of

purchasing” in the positive direction, and this means the level of instagram usage of

consumer, the higher level of purchasing via Instagram they are.

Table 4. 8: Response by Frequency of Instagram usage Group

level of

Instagram usage

Level of Purchasing Total

Light Medium Heavy

Once a week or longer 8 3 0 11

More than once a week but not

everyday

12 11 3 26

1 - 2 Times a day 23 20 2 45

3 - 5 Times a day 12 28 10 50

More than 5 Times a day 22 27 22 71

Total 77 89 37 203


Part 3: Analysis of Variance, Attitude and behavior between groups

This part has an objective to compare the attitude and behaviors towards usage

and purchase fashion goods via Instagram application among three group of level of

purchase.

3.1 Table 4.9 provides the overall image of how consumer of fashion goods

via Instagram have attitude towards usage of Instagram. These answers were analyzed

based on mean values of likert’s scale.

21

Table 4. 9: Result of One-Way ANOVA for measure attitude towards Instagram

usage

Mean Values for Indicated Group

Total F

Statistic

P

value

Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Use Instagram to share pictures 5.90 5.87 5.76 5.86 .15 .858

Use Instagram to share VDO 3.86 4.22 3.97 4.04 1.14 .321

Use Instagram to follow

friends activities

5.70 5.30 5.59 5.51 1.89 .154

Use Instagram to follow by

interest or hobbies

5.83 5.73 5.92 5.80 .40 .671

Use Instagram to shopping 4.74 5.54 6.19 5.35 29.74 .000

Use Instagram to compare

prices

4.31 4.93 5.16 4.74 5.62 .004

Statement: “Use Instagram to shopping”

Heavy user group gave the highest mean values among the three groups of

consumers. The mean of Heavy user is 6.19 while the mean of medium user and light

user are 4.74 and 5.54 respectively. The different between means among three level

of purchasing was significant because one-way Anova statistics testing (F-Value =

29.74) was p-value = 0.000 which is less than the alpha level of significant, 0.05.

Statement: “Use Instagram to compare prices”


consumers. The mean of Heavy user is 5.16 while the mean of medium user and light

user are 4.93 and 4.31 respectively. The different between means among three level

of purchasing was significant because one-way Anova statistics testing (F-Value =

5.62) was p-value = 0.004 which is less than the alpha level of significant, 0.05.

This can be interpreted that consumer in the heavy level of purchasing has

attitude towards Instagram as the mean to shopping higher than others group and

22

consumer of Heavy and Medium level of purchasing use Instagram to compare prices

more than the light level of purchasing.

3.2 Table 4.10 provides the overall image of how consumer of fashion goods

via Instagram has behavior on followings accounts of Instagram. These answers were

analyzed based on mean values of likert’s scale.

Table 4. 10: Result of One-Way ANOVA for Instagram account following


Total F

Statistic

p-

value

Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Follow account of friends 6.14 5.71 5.81 5.89 2.35 0.098

Follow account of stars /

celebrities

5.39 5.47 5.05 5.36 1.07 0.345

Follow account of net idol 4.00 4.54 4.22 4.28 1.83 0.164

Follow account of national

brand

3.79 4.39 4.92 4.26 6.20 0.002

Follow account of local brand 4.96 5.56 6.00 5.41 10.06 0.000

Follow account of interests or

hobbies

5.77 5.85 6.11 5.87 1.11 0.330

Statement: “Follow account of national brand”


consumers. The mean of Heavy user group is 4.92 while the mean of medium user

and light user are 4.39 and 3.79 respectively. The different between means among

three level of purchasing was significant because one-way Anova statistics testing (F-

Value = 6.2) was p-value = 0.002 which is less than the alpha level of significant,

0.05. This can be interpreted that consumer in the heavy level of purchasing have

behavior to follow national brand significantly higher than the light purchase level

23

Statement: “Follow account of local brand”






0.05. This can be interpreted that consumer in the heavy and medium level of

purchasing have behavior to follows local brand higher than the light level of

purchase group.

There’s an interesting point is when doing the T-test the statistics testing

there’re significant between means value of national brand and local brand the Sig.2

(2-tailed) =.000 which is less than the alpha level of significant, 0.05. This can be

interpreted that consumer follow local brand significantly higher than the national

brand.

3.3 Table 4.11 provides the overall image of reasons why consumers of

fashion goods via Instagram purchase on Instagram. These answers were analyzed

based on mean values of likert’s scale.

Table 4. 11: Result of One-Way ANOVA for reasons to buy on Instagram


Total F

Statistic

p-

value Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Buy on Instagram because of

time constrain

4.43 4.63 4.86 4.60 1.10 .336

Buy on Instagram because can

replace the offline shopping

5.00 5.34 5.57 5.25 3.43 .034


convenient

5.39 5.76 6.27 5.71 7.50 .001


lot of choices for product

5.19 5.66 6.05 5.56 8.23 .000

24

Buy on Instagram because

products are different from the

market

5.25 5.56 5.81 5.49 3.17 .044


ease for searching of products

5.38 5.65 6.00 5.61 3.95 .021


security

3.38 3.66 3.59 3.54 1.18 .309


products are trendy

5.09 5.35 5.65 5.31 3.14 .045

Statement: “Buy on Instagram because can replace the offline shopping”






0.05. This can be interpreted that consumer in the heavy level of purchasing group

buy on Instagram because it can replace the offline shopping significant higher than

the light level of purchase group.

Statement: “Buy on Instagram because of convenient”







buy on Instagram because of convenient higher than the light level of purchase group.

Statement: “Buy on Instagram because of lot of choices for product”






25


buy on Instagram because of lot of choices for product significant higher than the

medium level of purchase group and the medium purchase also buy on the same

reason significant higher than the light purchase level group.

Statement: “Buy on Instagram because products are different from the market”







buy on Instagram because products are different from the market significant higher

than the light level of purchase group.

Statement: “Buy on Instagram because of ease for searching of products”



and light user are are 5.65 and 5.38 respectively. The different between means among




buy on Instagram because of ease for searching of products significant higher than the

light level of purchase group.

Statement: “Buy on Instagram because products are trendy”






26


buy on Instagram because products are trendy significant higher than the light level of

purchase group.

3.4 Table 4.12 provides the overall image how influencer have impact on

consumer of fashion goods via Instagram. These answers were analyzed based on

mean values of likert’s scale.

Table 4. 12: Result of One-Way ANOVA for influencer on Instagram


Total F

Statistic

p-

value Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Visit account suggest by

Blogger/Facebook for product

review

5.06 5.19 5.24 5.15 .27 .764


friends / family

4.84 4.74 4.49 4.73 .54 .584


Celebrities / Net Idol

4.32 4.78 4.81 4.61 1.99 .139


Magazine

3.43 3.72 3.62 3.59 .80 .453


Online column

3.49 3.70 3.46 3.58 .43 .654

Visit account which owner

placed on Celebrities / Net Idol

post

3.01 3.18 3.27 3.13 .31 .732


Newspaper

2.71 2.93 2.73 2.81 .52 .594

According to table 4.12 there is no significant different between purchasing

level on impact of influencer. However there are some interesting points on this issue.

The highest mean score indicate that consumer of fashion goods via Instagram visit

the account or store that recommend by Blogger/Facebook about product review the

most. The second interesting point is visit account which owner placed on

celebrities/Net idol post which is the popular practice of retailers in Thailand got the

mean score at 3.13 which most consumer rate that this practice does not influence

them to visit the account.

27

Part 4: Influencing factors based on 4Ps and post purchasing behavior between

groups

This part has an objective to compare the influencing factors based on

marketing mix 4P and also the post purchase behavior among three group of level of

purchase. The key findings are presented as follows. (For all details please see

appendix B2.3)

Table 4. 13: Result of One-Way ANOVA for “Product” factors


Total F

Statistic

p-

value Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Provide all information (Do

not have to ask for more

information)

5.97 5.98 5.92 5.97 .04 .961

Have photos from different

angles of product

5.66 5.85 5.76 5.76 .68 .508

Products pictures are beauty

and professional looks

5.19 5.40 5.16 5.28 .91 .403

Have experience with the

product

5.23 4.93 5.54 5.16 2.76 .066

Know well about brands of the

product

4.81 5.26 5.35 5.10 3.42 .035

Sell by the brand's owner 4.94 5.03 5.08 5.00 .17 .841

Have model with products in

the picture

4.74 4.98 4.95 4.88 .73 .482

Special or Limited edition

product

4.51 4.51 5.00 4.60 2.14 .121

Have VDO to show details of

the product

4.08 4.25 3.95 4.13 .64 .527

Statement: “Know well about brands of the product”

According to table 4.13 Heavy user group gave the highest mean values

among the three groups of consumers. The mean of Heavy user group is 5.35 while

the mean of medium user and light user are 5.26 and 4.81 respectively. The different

between means among three level of purchasing was significant because one-way

Anova statistics testing (F-Value = 3.42) was p-value = 0.035 which is less than the

28

alpha level of significant, 0.05. This can be interpreted that consumer in the heavy

level of purchasing group would like to have knowledge about the brands significant

higher than the light level of purchase group.

Table 4. 14: Result of One-Way ANOVA for “Place” factors


Total F

Statistic

p-

value

Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Shop owner quickly react for

question or ordering

6.16 6.29 6.16 6.22 .53 .592

Account have update

frequently on Instagram

5.91 6.10 6.16 6.04 1.20 .303

Product in stock and ready for

shipping

5.81 5.74 6.27 5.86 4.18 .017

Have review from past

customer

5.58 5.61 5.78 5.63 .46 .633

Has website for order and

payment

5.73 5.53 5.35 5.57 1.21 .302

Account have lots of followers 5.29 5.22 5.51 5.30 .72 .488

Statement: “Product in stock and ready for shipping”







level of purchasing group prefer to buy the product at the place that have the product

ready to deliver significant higher than the medium and light level of purchasing

group.

29

Table 4. 15: Result of One-Way ANOVA for post-purchase behavior


Total F

Statistic

p-

value

Light User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

I recommend products I buy to

friends

5.14 5.37 5.89 5.38 6.50 .002

Participate in Instagram offline

stores event

3.43 3.94 4.41 3.83 4.09 .018

Provide feedback when satisfy

/ dissatisfy with the product

3.69 3.90 3.81 3.80 0.40 .671

Statement: “I recommend products I buy to friends”







level of purchasing group recommend products that they buy to friends significant

higher than the medium and light level of purchasing group.

Statement: “Participate in Instagram offline stores event”







level of purchasing group recommend products that they buy to friends significant

higher than the light level of purchasing group.

30

CHAPTER 5

SUMMAY AND CONCLUSIONS

Overall Summary

Even though the value of goods trading on Instagram could not be track due to

Instagram did not have the channel to order and make payment on the application

itself, only the conversion rate that could be track from the website of retailers. But

the movement of marketers from Interbrand’s top 100 on Instagram could also be a

good indicator on how important is this community to brands. Thailand maybe late

adopters for smartphones technology and people also have concern about the security

of trading on internet; however we look back to adoption of technology it seems to be

on same trend globally. So, it’s important for Thai marketer profession to understand

who the early adopters are, which value they’re looking for, how to attract them and

more importantly how to increase the opportunity by attract people around them.

As mentioned earlier the objectives of this study are to understand the attitude,

behavior and purchasing decision factors of consumer on Instagram. This will

contribute to marketers who want to understand consumer and being first mover in

evolving market.

The collected data was analyze and cluster fashion goods consumer into 3

segment which are light purchasing level, Medium purchasing level and heavy

purchasing level based on frequency of buying and average spending per time. Key

findings from both qualitative and quantitative and key implementation could be

summarized as follows.

The average spending per time of fashion goods consumer on Instagram is

between 500 - 1,000 Baht per time. The heavy purchase user tends to spend

more than 500 - 1,000 Baht each time.

Most consumer use Instagram more than 5 times along the day and the peak

time is between 21:00 – 24:00 However consumers tend to purchase products

the peak time between 18:00 – 21:00. Marketers could plan the schedule to

31

communicate of products along the day. However between 18:00 to 21:00

could be a good time to implement campaign for promotion with consumer.

Consumer attitudes toward using of Instagram application the highest is to

share pictures however the following is to update on their interest or hobbies.

From this Marketers could adapt or develop communication strategy to match

or align with consumer’s interest/lifestyle to draw their attention.

Medium and Heavy purchasing groups use Instagram to compares price of

products. So, be consistency of price between each channels are important.

For the behavior of following accounts on Instagram. Consumer agrees that

they follow friends Instagram the most, follow by account concern with their

interest/hobby conform to an attitude towards usage of Instagram. Accounts of

Stars and celebrities come in third place which still be the good promoter on

this channel.

Most of consumer agrees that they follow the account of local brand higher

than the national brand and heavy purchasing level group follows brands

higher than others group. National should be aware of this fact which directly

effect to their performance and competitiveness.

Consumers buy on Instgram because it’s convenient, ease of searching, lots of

choices, products are different from offline market, and products are trendy.

Time constrain is not the main reasons and also security is what consumer are

aware of. Retailers should provide convenient for consumer and also need to

reduce perceived risk of consumer and could also do the campaign of

premiere collections via Instagram to draw attention of consumer.

There is no significance different in term of influencer between each group of

consumer. Most effective influencer is Blogger/Facebook page about product

review follow by suggestion by friends/family. In contrast the most popular

strategy that retailers are implementing which is posting their shop account on

account of celebrities did not have influence on the respondents.

Heavy purchasing group prefer to know about the brand of goods higher than

others group. Brand should not only provide information about product but

also promote information/identity of the brand.

32

All three groups think that the goods should be cheaper than offline and also

take the delivery cost on the consideration. Marketers could use the strategy to

set the minimum value of order to eligible for free deliveries.

Quick response and have product ready for delivery is a must, especially for

heavy user.

Heavy user recommends product they buy to friends higher than others

groups.

Each segment have different attitude and behavior towards shopping on

Instagram however when it comes to purchasing decision factors they’re more alike.

However, the heavy user could increase the purchase level of the medium and light

because they recommends products they buy to friends and friends was rate at the

second on ability to influence.

I hope this study will benefit to marketers or individual retailers that aim to

capture consumer on a new platform such as mobile and social network implication in

order to understand and develop the mobile marketing strategy, which could develop

the new practices in marketing to provide the value that match and harmonize with

modern lifestyle of consumer.

33

REFERENCES

Articles

- Elisabeta, I., & Ivona, S. (2014). Social Media and its impact on Consumers

Behavior.

- Zachary, M. (2011). Consumer Production in Social Media Networks: A Case

Study of the “Instagram” iPhone App.

- Anders, H., Selma, H., & Claudio, O. (2007). Consumer behavior in online

shopping

Electronic Media

- Kevin, S. (2014). 300 Million: Sharing Real Moments. Retrieved from

http://blog.instagram.com/post/104847837897/141210-300million

- Scott, G., & Pau S. (2014). L2 Intelligence Report Instagram 2014. Retrieved

from http://www.l2inc.com/research/instagram-2014

- Zocial inc., (2013). Shop in Instagram. Retrieved from

http://www.zocialinc.com/blog/shop-in-instagram/

- Simply Measured. (2014). How Top Brands Use Instagram. Retrieved from

http://simplymeasured.com/blog/2014/10/31/infographic-how-top-brands-use-

instagram/

- The Mobile Marketing Association. (2009.) MMA Updates Definition of

Mobile Marketing. Retrieved from

http://mmaglobal.com/news/mma-updates-definition-mobile-marketing

- American Marketing Association. Marketing Dictionary. Retrieved from

https://www.ama.org/resources/Pages/Marketing-Dictionary.aspx

http://blog.instagram.com/post/104847837897/141210-300million

http://www.l2inc.com/research/instagram-2014

http://www.zocialinc.com/blog/shop-in-instagram/

http://simplymeasured.com/blog/2014/10/31/infographic-how-top-brands-use-instagram/

http://simplymeasured.com/blog/2014/10/31/infographic-how-top-brands-use-instagram/

http://mmaglobal.com/news/mma-updates-definition-mobile-marketing

34

APPENDICES

35

APPENDIX A

Survey Questionnaire

Thammasat University

Master of Science in Marketing

Dear Participant:

I am a graduate student at Thammasat University. For the Individual Study

course, I am undertaking a study to determine consumer’s attitude and purchasing

decision factors towards purchasing fashion goods via Instagram application.

The following questionnaire will require approximately 10 minutes completing. There

will be divided into 3 parts All information will remain confidential, and we will

make the result only as a total group of the participants not by individuals. Copies of

the project result will be provided to the Thammasat University library. Participation

is strictly voluntary and you may refuse to participate at any time.

Thank you for taking the time to assist us in my educational endeavors. The data

collected will provide useful information regarding my clear understanding in

conducting and analyzing an Individual Study. If you require additional information

or have questions, please contact me at the number listed below.

Sincerely,

Student name: Thee Juvitayapun

Phone number: (+66) 8-4663-4451

Email address: [email protected]

Screening questions

mailto:[email protected]

36

1. Have you ever buy fashion goods via Instagram application?

☐ Yes ☐ No (End of questionnaire)

2. When was your last purchase on Instagram application?

☐ Within last week

☐ Within last month

☐ Within last 3 months

☐ Within last year

☐ More than 1 year (End of questionnaire)

37

Part 1: Behavior and Attitude toward usage of Instagram application

1. How often do you use Instagram?

☐ Once a week or longer ☐ More than once a week but not everyday

☐ 1-2 times / Day ☐ 3-5 times / Day

☐ More than 5 times / Month

2. What time of the day that you usually use Instagram (Check all that apply)

☐ 00:00 – 03:00 ☐ 03:01 – 06:00 ☐ 06:01 – 09:00 ☐ 09:01 – 12:00

☐ 12:01 – 15:00 ☐ 15:00 – 18:00 ☐ 18:01 – 21:00 ☐ 21:01 – 24:00

3. Attitude towards usage of Instagram application

How much so you agree with following statements

Strongly

Disagree

Strongly

Agree

3.1 I use Instagram to share pictures 1 2 3 4 5 6 7

3.2 I use Instagram for update friends activities 1 2 3 4 5 6 7

3.3 I use Instagram for knowledge / Update my

Interests 1 2 3 4 5 6 7

3.4 I use Instagram for purchase products 1 2 3 4 5 6 7

3.5 I use Instagram as a source of information for

purchasing decision 1 2 3 4 5 6 7

3.6 I use Instagram to compare prices 1 2 3 4 5 6 7

4. Attitude towards usage of Instagram application

How much so you agree with following statements

Strongly

Disagree

Strongly

Agree

4.1 I follow friends account on Instagram 1 2 3 4 5 6 7

4.2 I follow celebrities accounts on Instagram 1 2 3 4 5 6 7

4.3 I follow Net Idol accounts (Both person and

character) 1 2 3 4 5 6 7

4.4 I follow Brands account on Instagram 1 2 3 4 5 6 7

4.5 I follow Private label brands on Instagram 1 2 3 4 5 6 7

4.6 I follow accounts that relate to my

Hobby/Interest on Instagram 1 2 3 4 5 6 7

Part 2: Behavior and Attitudes towards purchasing fashion goods via Instagram

38

5. How often do you purchase fashion goods on Instagram?

☐ Once a year ☐ Once every 2 – 3 months ☐ Once a month

☐ 2-3 Times / Month ☐ 1 Time / Week ☐ more than 1

time /week

6. What time of the day that you do purchase on Instagram? (Check all that

apply)

☐ 00:00 – 03:00 ☐ 03:01 – 06:00 ☐ 06:01 – 09:00 ☐ 09:01 –

12:00

☐ 12:01 – 15:00 ☐ 15:00 – 18:00 ☐ 18:01 – 21:00 ☐ 21:01 –

24:00

7. What is the lowest amount that you’ve ever spend via Instagram?

___________________ THB

8. What is the highest amount that you’ve ever spend via Instagram?

___________________ THB

9. What is the maximum amount that you willing to spend via Instagram?

___________________ THB

10. What’s the average of your spending per time via Instagram?

___________________THB

11. What is the percentage of purchasing via Instagram from total spending on

fashion goods

☐ 0% ☐ 10% ☐ 20% ☐ 30% ☐ 40% ☐ 50%

☐ 60% ☐ 70% ☐ 80% ☐ 90% ☐ 100%

12. Attitude towards purchasing fashion goods on Instagram

How much do you agree with the following statements?

39

Strongly

Disagree

Strongly

Agree

12.1 I purchase via Instagram because of time

constrain 1 2 3 4 5 6 7

12.2 I purchase via Instagram because it can

replace offline shopping 1 2 3 4 5 6 7

12.3 I purchase via Instagram because of

convenient 1 2 3 4 5 6 7

12.4 I purchase via Instagram because variety of

offerings 1 2 3 4 5 6 7

12.5 I purchase via Instagram because I can find

unconventional brand 1 2 3 4 5 6 7

12.6 I purchase via Instagram because Instagram

provide ease to search for products 1 2 3 4 5 6 7

12.7 I purchase via Instagram because purchasing

on Instagram is safe 1 2 3 4 5 6 7

12.8 I purchase via Instagram because products

offering in Instagram is trendy 1 2 3 4 5 6 7

13. How often do you visit the Instagram account recommended by these sources

of information?

Least

often

Most

often

13.1 Recommend by friends or family members 1 2 3 4 5 6 7

13.2 Recommend on magazine 1 2 3 4 5 6 7

13.3 Recommend on newspaper 1 2 3 4 5 6 7

13.4 Recommend on online media (News) 1 2 3 4 5 6 7

13.5 Recommend on social media (Facebook,

Blogger) 1 2 3 4 5 6 7

13.6 Celebrities/Net Idol promote the products 1 2 3 4 5 6 7

13.7 Retailers promote on celebrities’ account 1 2 3 4 5 6 7

40

14. How important are these criteria when doing purchasing decision on

Instagram

Not important

at all

Very

Important

14.1 Know well about brands of the product 1 2 3 4 5 6 7

14.2 Sell by the brand's owner 1 2 3 4 5 6 7

14.3 Have experience with the product 1 2 3 4 5 6 7

14.4 Special or Limited edition product 1 2 3 4 5 6 7

14.5 Provide all information (Do not have to ask

for more information) 1 2 3 4 5 6 7

14.6 Cheaper than offline 1 2 3 4 5 6 7

14.7 Have photos from different angles of product 1 2 3 4 5 6 7

14.8 Products pictures are beauty and professional

looks 1 2 3 4 5 6 7

14.9 Have review from past customer 1 2 3 4 5 6 7

14.10 Account have lots of customer 1 2 3 4 5 6 7

14.11 Have promotion ex. discount 1 2 3 4 5 6 7

14.12 Account have update frequently on Instagram 1 2 3 4 5 6 7

14.13 Shop owner quickly react for question or

ordering 1 2 3 4 5 6 7

15. What is your most prefer method for payment? (Please Rank 1-3)

☐ Mobile Banking / Internet banking

☐ ATM transfer

☐ Transfer at bank counter

☐ Counter Service

☐ Cash on delivery

41

16. General behavior on purchasing fashion products via Instagram

How much do you agree with the following statements?

Strongly

Disagree

Strongly

Agree

16.1 Search for products by Hash tag 1 2 3 4 5 6 7

16.2 I include delivery price on consideration 1 2 3 4 5 6 7

16.3 I'll pay for faster delivery 1 2 3 4 5 6 7

16.4 I recommend products I buy to friends 1 2 3 4 5 6 7

16.5 Provide feedback when satisfy / dissatisfy

with the product 1 2 3 4 5 6 7

16.7 Participate marketing activity on Instagram 1 2 3 4 5 6 7

16.8 Invite friends to participate in marketing

activities on Instagram 1 2 3 4 5 6 7

16.9 Participate in Instagram offline stores event 1 2 3 4 5 6 7

42

Part 3: Demographic

17. Gender

☐ Male ☐ Female ☐ Others

18. Age

☐ Under 20 years old ☐ 21 – 25 years old ☐ 26 - 30 years

old

☐ 31 - 35 years old ☐ 36 - 40 years old ☐ 41 –

45 years old

☐ 46 – 50 years old ☐ 51 years old and over

19. What is your highest education level?

☐ Elementary school ☐ Secondary School ☐ High School

☐ Diploma ☐ Bachelor degree ☐

Master degree

☐ Higher than master degree

20. Career

☐ Student ☐ Freelancer

☐ Employee ☐ Government agent

☐ Entrepreneur ☐ Housewives

☐ Others (Please specify) _________

21. What is the range of your individual income per month? (Baht/Month)

☐ < 20,000 ☐ 20,001 - 40,000 ☐

40,001 - 60,000 ☐ 60,001 - 80,000 ☐ 80,001 – 100,000

☐ > 100,000

22. What is your current postal code of residence?

_________________

End of questionnaire, Thank you for your kindly cooperation

43

APPENDIX B

Summary of respondent’s demographic

Respondent Demographics n %

Sex

Men 22 10.8%

Women 178 87.7%

Others 3 1.5%

Total 203 100.0%

Age

< 18 8 3.9%

18 - 22 49 24.1%

23 - 27 66 32.5%

28 - 32 71 35.0%

33 - 37 7 3.4%

38 - 42 2 1.0%

43 - 50 0 0.0%

Total 203 100.0%

Marital Status

Single 182 89.7%

Married 19 9.4%

Others 2 1.0%

Total 203 100.0%

Education

Elementary school 0 0.0%

Secondary School 1 .5%

High School 52 25.6%

Diploma 1 .5%

Bachelor Degree 81 39.9%

Master Degree 67 33.0%

Doctoral 1 .5%

Total 203 100.0%

Occupation

Student 62 30.5%

Freelancer 14 6.9%

Employee 105 51.7%

Government agent 5 2.5%

Entrepreneur 14 6.9%

Housewives 1 .5%

Others 2 1.0%

Total 203 100.0%

Monthly Income

Less than 8,000 28 13.8%

8,001 - 15,000 29 14.3%

15,001 - 20,000 24 11.8%

20,001 - 25,000 12 5.9%

44

25,001 - 30,000 19 9.4%

30,001 - 50,000 61 30.0%

50,001 - 70,000 17 8.4%

70,001 - 100,000 8 3.9%

More than 100,000 5 2.5%

Total 203 100.0%

APPENDIX C

Compare Time of usage Instagram and Time of purchase

6% 0%

20% 22%

32%

22%

60% 61%

2% 0% 3% 9%

19% 24%

61%

41%

0%

10%

20%

30%

40%

50%

60%

70%

00:00 -03:00

03:01 -06:00

06:01 -09:00

09:01 -12:00

12:01 -15:00

15:01 -18:00

18:01 -21:00

21:01 -24:00

Time of use Time of purchase

45

APPENDIX D

Prefer channel of payment

Prefer channels for payment

Level of Purchasing

Light Medium Heavy

n % n % n %

Mobile Banking / Internet

Banking 43 55.8% 67 75.3% 27 73.0%

ATM 51 66.2% 48 53.9% 23 62.2%

Bank counter 16 20.8% 11 12.4% 6 16.2%

Counter Service 8 10.4% 8 9.0% 2 5.4%

collect on delivery 14 18.2% 6 6.7% 2 5.4%

others 0 0.0% 1 1.1% 0 0.0%

APPENDIX E

Result of One-Way ANOVA for Marketing Mix (4P)

Appendix E.1: Result of One-Way ANOVA for “Product” factors

Mean Values for Indicated

Group

Total F

Statistic

p-

value Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Provide all information (Do not

have to ask for more information)

5.97 5.98 5.92 5.97 .04 .961

Have photos from different angles

of product

5.66 5.85 5.76 5.76 .68 .508

Products pictures are beauty and

professional looks

5.19 5.40 5.16 5.28 .91 .403

Have experience with the product 5.23 4.93 5.54 5.16 2.76 .066

Know well about brands of the

product

4.81 5.26 5.35 5.10 3.42 .035

Sell by the brand's owner 4.94 5.03 5.08 5.00 .17 .841

Have model with products in the

picture

4.74 4.98 4.95 4.88 .73 .482

Special or Limited edition product 4.51 4.51 5.00 4.60 2.14 .121

Have VDO to show details of the

product

4.08 4.25 3.95 4.13 .64 .527

46

Appendix E.2: Result of One-Way ANOVA for “Price” factors


Group

Total F

Statistic

p-

value Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Cheaper than offline 5.53 5.56 5.38 5.52 .25 .780

Include delivery price on

consideration

5.39 5.27 5.57 5.37 .62 .538

I'll pay higher for faster delivery 4.51 4.62 5.03 4.65 1.50 .225

Appendix E.3: Result of One-Way ANOVA for “Place” factors


Group

Total

F

Statistic

p-

value

Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Shop owner quickly react for

question or ordering

6.16 6.29 6.16 6.22 .53 .592

Account have update frequently

on Instagram

5.91 6.10 6.16 6.04 1.20 .303

Product in stock and ready for

shipping

5.81 5.74 6.27 5.86 4.18 .017

Have review from past customer 5.58 5.61 5.78 5.63 .46 .633

Has website for order and

payment

5.73 5.53 5.35 5.57 1.21 .302

Account have lots of followers 5.29 5.22 5.51 5.30 .72 .488

Appendix E.4: Result of One-Way ANOVA for “Promotions” factors

47


Group

Total F

Statistic

p-

value Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

Guarantee for products 5.82 5.54 5.38 5.62 1.833 .163

Have promotion ex. discount 5.42 5.52 5.70 5.51 .730 .483

Search for products by Hash tag 4.29 4.73 4.73 4.56 1.842 .161

Participate marketing activity on

Instagram

3.68 3.25 3.57 3.47 1.440 .239

Invite friends to participate in

marketing activities on Instagram

3.27 3.13 3.46 3.25 .514 .599

Appendix E.5: Result of One-Way ANOVA for post-purchase behavior


Group

Total

F

Statistic

p-

value

Light

User

(n = 77)

Medium

User

(n = 89)

Heavy

User

(n = 37)

I recommend products I buy to

friends

5.14 5.37 5.89 5.38 6.50 .002

Participate in Instagram offline

stores event

3.43 3.94 4.41 3.83 4.09 .018

Provide feedback when satisfy /

dissatisfy with the product

3.69 3.90 3.81 3.80 0.40 .671

48

BIOGRAPHY

Name Mr. Thee Juvitayapun

Date of Birth January 1, 1985

Educational Attainment 2007: Bachelor of Arts, Psychology

Work Position Human Resources Assistant Manager

The Siam Cement PLC

Work Experiences Human Resources Deputy department Manager

Perfect Companion Company Limited

Human Resources Officer

Thai Plastics and Chemicals PLC

Human Resources Officer

Toyota Motor Thailand Co., Ltd.

Documents

ATTITUDE AND PURCHASING DECISION FACTORS OF FASHION …