Female generation Y consumer' online behavior on sportswear clothing brands / Varine Charungvat = พฤติกรรมออนไลน์ของผู้บริโภคหญิงเจนเนอเรชั่นวายต่อตราสินค้าชุดออกกำลังกาย / วฤณ จรุงวัฒน์
Imprint
2016
Descript
x, 105 leaves : illustration
SUMMARY
The objective of this research was to study female generation Y consumers' online behavior on sportswear clothing brands. two hundred female generation Y consumers aged between 16 to 36 years old residing in Bangkok, who had experience in purchasing sportswear clothing brands through social media platforms in the past six months were asked to complete an online questionnaire survey. results in the cognitive part shows that the samples are familiar with the brand they have purchased and they would liketo recommend the brand to others in the online network since they became a fan/follower of it. most of the samples chose to buy international brands. in the affective part, samples agreed most that the brand they chose has very unique brand image when compared to competing brands. as for perceived product quality, comfortable materials are the most important aspect for sportswear clothing products. for the conative part, the outcome shows that most female generation Y consumers are likely to purchase any products from brand they chose through social media platforms. in sum, all cognitive, affective, and conative parts are significantly related to each other
