Demographic Differences and the Relationships Among Perceived Ease of Use, Perceived Usefulness, and Satisfaction toward Online Purchases of Clothing Brand XYZ
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Abstract
This research explored two focal areas: (1) the extent to which perceived ease of use and perceived usefulness vary among consumers with different demographic characteristics when purchasing clothing from Brand XYZ online, and (2) the degree to which these two perceptual factors are associated with consumer satisfaction. The study involved 385 Thai consumers who had previously purchased Brand XYZ products through online channels, recruited through convenience sampling via an online survey. Data were processed using descriptive statistics and inferential analytical techniques, including t-test, one-way ANOVA with pairwise comparisons using Games-Hewell Post-hoc, effect size calculations, and simple regression analysis. The findings demonstrated statistically significant variation in perceived ease of use across gender, age groups, educational attainment, and occupational categories, while perceived usefulness differed significantly by gender, educational level, and occupation. Furthermore, regression outcomes revealed that both perceived ease of use and perceived usefulness exerted positive effects on consumer satisfaction, with perceived usefulness serving as the stronger predictor. These empirical insights offer value for enhancing online marketing approaches, refining user experience design, and informing consumer segmentation strategies within Thailand’s digital fashion marketplace.
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