Consumers’ Digital Information Receptivity, Media Selection and Purchase Decision Where Thai Fashion Clothing Products are Concerned

Abstract

The objectives of this study are to 1) explore how consumers receive fashion clothing information through digital media; 2) investigate how consumers select digital media for fashion clothing information; and, 3) examine the fashion clothing purchase decision process of consumers. This quantitative and qualitative study collected data from a sample of accidentally selected 400 individuals in Bangkok and from interviews with key informants who work for a digital advertising agency. The quantitative study revealed that the majority of individuals who completed the questionnaires were female aged between 26 and 30 years old, and received information about Thai fashion clothing on a daily basis for less to 30 minutes. Facebook is the most preferred source for fashion clothing information. The digital sources with greatest impact on purchase decisions are Facebook, Instagram, and websites. As for the qualitative study, interview with the key informants who work for a digital advertising agency revealed that the digital advertising agency business is attracting high interest from fashion clothing entrepreneurs since more consumers receive information digitally, and since digital media are effective in creating awareness of the products. Findings from this study can be used to best benefit the business.