A Comparison of Level for Thai Consumers Decision Making for Purchasing Woman Swimsuits Through Instagram Application in Thailand

Abstract

This research aimed to study 1) the level of Thai consumers’ decision-making on purchasing women's swimsuits through the Instagram application in Thailand, and 2) compare the level of Thai consumers’ decision-making on purchasing women's swimsuits through the Instagram application in Thailand classified by personal information. This study is quantitative research using questionnaires as a data collection tool. The sample was 384 Thai consumers who purchased women's swimsuits through Instagram application in Thailand. Analysis of data is done through frequency, percentage, mean, standard deviation, and one-way ANOVA. The research results were found as follows: 1) the Thai consumers’ decision-making on purchasing women's swimsuits through the Instagram application in Thailand is at the highest level when it comes to an individual component; post-purchase behavior comes first, followed by purchase decision, alternative evaluation, problem recognition, and information search, respectively; and  2) Thai consumers who have different personal information, that is, age, occupation, education, and average monthly income, have different decision-making on purchasing women’s swimsuits through the Instagram application in Thailand.