Factors affecting consumers' impulse buying of fashion products in Bangkok and its vicinity

Abstract

          The purpose of this study is to confirm the impulsive fashion purchase model and uncover important factors on impulsive fashion purchasing among Bangkok metropolitan and suburban customers. The research framework is based on the notions of utilitarian and hedonic buying, fashion product participation, fashion leadership, purchase power, preparedness, and situational elements, as well as impulsive buying theories. Data was acquired using a simple random sampling procedure with a sample size of 416 persons who are typical of the community of Bangkok-area customers who have previously purchased fashion products. The sample size was large enough to ensure that statistical hypothesis testing yielded reliable parameter estimates. The sample was divided into age groups, average monthly income, and frequency of monthly fashion purchases. This study looked into the variables that may influence customers' impulsive purchases of fashion goods. It uses the applied research frameworks of the Impulse Buying Model Theory and the Elaboration Likelihood Model. and purchase clothing by splitting the samples based on age, average monthly income, and frequency of monthly purchases. using the structural project equation model to assess the data and respond to the questionnaire. The findings revealed that Factors influencing the unexpected buying of fashion products Purchases for aesthetics and purchases for benefits are statistically significant. by the sample group based on the consumer's age, average monthly income, and frequency of purchases influencing the purchase of fashion products for aesthetic taste and unexpected fashion purchases.