attitude and purchasing decision factors of fashion …
TRANSCRIPT
ATTITUDE AND PURCHASING DECISION FACTORS
OF FASHION GOODS CONSUMER ON SOCIAL
NETWORK APPLICATION “INSTAGRAM”
BY
MR. THEE JUVITAYAPUN
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERECE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2014
COPYRIGHT OF THAMMASAT UNIVERSITY
ATTITUDE AND PURCHASING DECISION FACTORS
OF FASHION GOODS CONSUMER ON SOCIAL
NETWORK APPLICATION “INSTAGRAM”
BY
MR. THEE JUVITAYAPUN
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERECE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2014
COPYRIGHT OF THAMMASAT UNIVERSITY
(1)
Independent Study Title ATTITUDE AND PURCHASING DECISION
FACTORSOF FASHION GOODS
CONSUMER ON SOCIAL NETWORK
APPLICATION “INSTAGRAM”
Author MR. THEE JUVITAYAPUN
Degree Master of Science Program in Marketing
(International Program)
Department/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Assertion Advisor Professor K. Douglas Hoffman, Ph. D
Academic Year 2014
ABSTRACT
This study objective is to understand the attitude, behavior, values that
consumer seek for, and purchasing decision factors when purchase fashion goods on
Instagram. The exploratory and descriptive research method has been use in order to
achieve the objectives. For descriptive the questionnaire was distributed between
February to March 2015 with total 203 respondents.
The result shows that Thai fashion consumer on Instagram mostly follow
account of their friend follows by the account that link to their interest or hobbies
which means lifestyle is their priority. The results also indicate that consumer follow
account of the local brand much higher than the national brand which could whether
be concern or opportunity for marketers of national brand. When allocate the
consumers into three group based on the purchasing level. There’re differences of
attitude and behavior between groups and only few differences when explore on the
purchasing decision factors.
Keywords: Mobile Marketing, Social Network, Social Network Application,
Instagram, Consumer behavior, Marketing Strategy, National Brand, Local Brand
(2)
ACKNOWLEDGEMENT
I would like to take this opportunity to thank you and express my gratitude to
my advisor, Prof. Dr. K. Douglas Hoffman for providing valuable guidance and
contribute so much time entire my independent study project. Without his advice,
support, and knowledge this individual study would never be possible. From face to
face meeting and discussion through an e-mail gently made the project into a good
shape. I would also like to thank all the committee, Professor Paul G. Patterson,
Ph.D., and Professor Siriluck Rotchanakitumnuai, Ph.D. for dedication on my
Individual study.
I would like to acknowledge MIM office and all MIM staffs for strongly
support along my 2 years of study at MIM. All visiting professors for sharing
knowledge and experience which has shift my paradigm of thinking onto the global
level. All classmate of MIM 27 for sharing of moment of joy and taking care of each
other’s which make the study at MIM a worthwhile experience of my life.
Mr. Thee Juvitayapun
(3)
TABLE OF CONTENTS
ABSTRACT ...................................................................................................................1
ACKNOWLEDGEMENT .............................................................................................2
LIST OF TABLES .........................................................................................................4
CHAPTER 1 INTRODUCTION ..................................................................................1
CHAPTER 2 CONTERMPORARY TOPIC DISCUSSION .......................................5
CHAPTER 3 RESEARCH DESIGN ............................................................................8
CHAPTER 4 DATA ANALYSIS AND RESULTS ..................................................13
CHAPTER 5 SUMMAY AND CONCLUSIONS ......................................................30
REFERENCES ............................................................................................................33
APPENDICES .............................................................................................................34
APPENDIX A ................................................................................................. 35
APPENDIX B ................................................................................................. 43
APPENDIX C ................................................................................................. 44
APPENDIX D ................................................................................................. 45
APPENDIX E ................................................................................................. 45
BIOGRAPHY ..............................................................................................................48
(4)
LIST OF TABLES
Table 4. 1: Summary of response toward attitude of Instagram usage items ..............14
Table 4. 2: Summary of response toward attitude of Instagram usage items ..............15
Table 4. 3: Frequency of purchasing fashion goods via Instagram and Average
spending per time .........................................................................................................16
Table 4. 4: New variables (Level of purchasing) .........................................................16
Table 4. 5: Association between Independent variables and level of purchasing
(n=203) .........................................................................................................................18
Table 4. 6: Response by Sex Group .............................................................................19
Table 4. 7: Response by Monthly Income Group ........................................................19
Table 4. 8: Response by Frequency of Instagram usage Group ..................................20
Table 4. 9: Result of One-Way ANOVA for measure attitude towards Instagram
usage ............................................................................................................................21
Table 4. 10: Result of One-Way ANOVA for Instagram account following ..............22
Table 4. 11: Result of One-Way ANOVA for reasons to buy on Instagram ...............23
Table 4. 12: Result of One-Way ANOVA for influencer on Instagram ......................26
Table 4. 13: Result of One-Way ANOVA for “Product” factors ................................27
Table 4. 14: Result of One-Way ANOVA for “Place” factors ....................................28
Table 4. 15: Result of One-Way ANOVA for post-purchase behavior .......................29
1
CHAPTER 1
INTRODUCTION
The penetration smartphone technology and developments of smartphone
application are changing the lifestyle of Thai modern society. The access to the
internet on the smartphones provides the opportunities for users to connect and
interact with user’s network or anyone worldwide for many purposes such as personal
relations, business networks, etc. Consumers also increasingly use their smartphone
as a tool to search for information about goods or services to consume both searches
on the website, community board, and especially via the social network application,
the recommendation from their network. Lots of products and services firms that
currently offer their online service on the desktop site also develop the mobile
marketing supported website or even develop the smartphone application to facilitate
their consumers and also attract new customers to maximize the opportunity to
generate revenues.
Refer to the study of Digital Advertising Association (Thailand) report. The
number of Thailand mobile subscribers on 2nd
quarter of 2014 was at 94.3 million
subscribers, increased 5.4 million compared to 88.9 million subscribers in 2nd
quarter
of 2013. This statistics could be translating to over 138% mobile penetration compare
from total population of 68 million people. The research also mentioned that 29.2
Million subscribers are smartphone users or higher than 30% of penetration from the
top 3 mobile carriers in Thailand.
As you can see from above statements how smartphones penetration, social
network and applications are on the trend to be the platform of the future. This
platform will provide an opportunity to reach the massive network and also can be
more precise to the target group at the same time. Lots of brand and retailers has
captured the trend and starting to establish the mobile marketing strategy and
implement it on the social network application designed specifically for the
2
smartphone such as “Instagram” to capture and provide their offerings to prospect
customers on the network.
Instagram was introduced in 2010, it is an online mobile application and
social networking service that enables users to take photos video and share the
content on variety social networking platforms. Users of Instagram have options to do
with photos and videos that others users shared such as like the pictures, follow others
Instagram account to follow the content that have been published by that the account
owners and also the option to share the content that have been published by others
users. After Instagram has been introduced only a year one year the company has
been acquired by Facebook in April 2012 at the value of approximately US$1 Billion.
The success of Instagram could also be described by:
The number of users: Instagram has reported the number of 300 million
registered accounts worldwide in December 2014. They reach 150 million
users 2 years faster than Facebook and half time the twitter
Engagement: Instagram has 2 times engagement than Facebook (Total
community size x Engagement Rate) of Facebook
93% of prestige(Luxury) brands are present on Instagram, up from 63% of
July 2013
68% of users are women, 90% of users age are under 35
According to the report from Zocial Rank Inc., The amount of “Instagram”
user in Thailand has growth 546.2% from 240,000 users in 2012 to 1.5 Million users
in 2013 and yet has reached 1.8 million already. Even though there is no estimation of
Thailand consumer total spending on Instagram, which are very hard to track since
current version of Instagram application does not have the functions for ordering
products and payment system on the application itself. However another report has
indicate the massive growth of small retailers on Instagram which increased from
35,414 retailers between Jan – Jun 2013 to 66,559 (+88% growth) between Jul – Dec
2014 and reached 163,271(+145% growth) in numbers between Jan - Jun 2014. These
numbers show the success of Thailand retailers on Instagram and also indicate the
3
changing in trend of consumer purchasing behavior toward social network
application.
From aforementioned statistics of Instagram shows increasingly adoption and
usage of Instagram as a marketing tool by global leading luxury brands. Even though
the commercial usage of Instagram in Thailand are mostly for being retailers of local
brands, but the trend of technology usage and adoption seems to be globalization as
we can see from the past. Instagram will soon be an important tool for marketers in
Thailand, when most of transactions happen online and mobile. It is crucial for
marketing professionals to understand consumer on the emerging channels in order to
be the first mover and capture the market before the competitions came in. This study
aim to provide more understanding attitudes of consumer towards shopping goods via
Instagram, values that consumer’s seeking, and influencing factors that underline the
purchasing decisions on Instagram.
The research is guided by following objectives.
1. To analyze the segmentation of Thailand Instagram consumer in term of;
a. Behavioral; Purchase behavior, benefit sought
b. Frequency; Heavy, moderate, light
c. Demographic; Gender, age, education level, occupation, SES
2. To define influencing factors in purchasing decision
a. How consumers know or reach to the brand : Hash tag search,
Influencers, and others
b. Key influencing factors ranked based on 4Ps :
i. Product: Brands, Availability offline, New to the market
ii. Price: Price range, cheap or premium
4
iii. Place: Preferred payment channels, Preferred method for
deliveries
iv. Promotion: Frequency, Responsiveness, Consumer promotion
to attract consumers
3. To study and overview about retailers on Instagram and its strategy
a. The current situation, competitions and strategy applying on Instagram
5
CHAPTER 2
CONTERMPORARY TOPIC DISCUSSION
The study of “Attitude and Purchasing decision factors of fashion goods consumer on
social network application "Instagram”” is to understand consumer behavior on
purchasing fashion products via Instagram application, attitude and important factors
for each segments of consumers which affects their purchasing decision for marketers
to develop and implement their mobile marketing strategy to capture an evolving
trend of consumer . The relevant topics are follows;
Consumer Behavior
Consumer behavior has been variously defines as follows;
Consumer behavior is the study of how individual, groups, and organization
select, buy, use, and dispose of goods, services, ideas, ore experienced to satisfy their
need and wants. (Kotler and Keller, 2012)
Consumer behavior is the dynamic interaction of affect and cognition,
behavior, and the environment by which human beings conduct the exchange aspects
of their lives. (The American Marketing Association)
Market Segmentation
Market segmentation divides a market into well-defined slices. A market
segment consists of a group of customer who share a similar set of need and wants.
The marketer’s task is to identify the appropriate number and nature of market
segments and decide which one(s) to target. (Kotler and Keller, 2012)
There’re four broads variables that marketers use to segments consumer
market which are Geographic, Demographic, Psychological graphic and Behavioral.
National brand
A brand that is marketed throughout a national market. It contrasts with
regional brand and local brand. It usually is advertised and usually is owned by a
6
manufacturer, though neither is necessary for the definition because Kmart's brands,
for example, are obviously national, even international (The American Marketing
Association)
Local brand
A brand of product that is marketed (distributed and promoted) in a relatively
small and restricted geographical area. It may be called a regional brand if the area
encompasses more than one metropolitan market. (The American Marketing
Association)
Mobile Marketing
Mobile Marketing is a set of practices that enables organizations to
communicate and engage with their audience in an interactive and relevant manner
through and with any mobile device or network. (The Mobile Marketing Association,
2009)
Literature reviews
There are studies about Instagram mostly conduct by the research firms. The
study could be classified into 2 categories.
First category is the study on the contemporary marketing application of
Instagram by Brands on the global scope, which measure Instagram activity of
Top 100 Brands from Interbrand 2013. Here are the examples of the results;
o In Q3 2014, Interbrand’s top 100 posts averaged 18,822 likes and
comments each
o 88% of brand posts include at least one hash tag
o 91% of posts by top brands have seven or fewer hash tags
o The average caption is 138 characters long including hash tags.
o There is no statistically significant correlation between caption length
and engagement
7
The second category, in contrast, focuses on the consumer side. There is one
study conducted by the Zocial Inc. on general usage of Thailand consumer on
Instagram. Here are the examples of the results;
o Consumer’s opinion about placing advertisement of retails store on
comments of celebrities’ post
o Categories of products they have purchased
o Average price of products that consumer purchased on Instagram
8
CHAPTER 3
RESEARCH DESIGN
The main objective of this study is to understand the consumer’s attitude,
purchasing behaviors of fashion goods shopper via Instagram application in Thailand.
To achieve the research objectives exploratory and descriptive has been conducted as
the mean of data collection and analysis. The study includes both qualitative and
quantitative analysis as follows;
1. Exploratory Research Methodology
To achieve objectives of the study, the research will conduct two exploratory
research methods which are the desk research and the qualitative research. Each
method of the study has been designed to achieve the objectives on particular study as
follows;
1.1) Desk Research – The objective is to study Thailand mobile commerce
market in term of the market situation, retailers competition and contemporary
strategy usage, in addition, the result of the study will provide overview picture in
term of market values, growth and market trend [Objective 3]. The study will conduct
by explore related articles and critiques about global and Thailand mobile commerce
in order to gain overall market information and will be used as a guideline for
quantitative research method. The source of information for the secondary data is
mostly the data that available on the internet, journals, government sector published
reports, private sector reports, and other sources which could be the publications,
expert opinions online, related research studies, etc. The information gathered will
help researcher for better understanding of the market space which will shape the
scope and guide the proper direction before going out to collect the primary data.
9
1.2) In-depth Interview
A) Objective
The purpose of in-depth interview is recheck and gain more understanding
about current situation of the market from the desk research on specific issues such as
interviewee’s usage of Instagram, Attitude, Purchasing behavior [Objective 1-b] and
criteria for decision making [Objective 2-b]. The quality of answer will provide rich
information in order to help understand the depth of reaction from consumers. The
data obtained from an in-depth interview will be analyzed and selected to be the key
alternative variables and guideline for designing the survey questionnaire in
descriptive research.
B) Sampling Selection
Total 6 interviewees will be recruiting to do the In-depth interview with semi-
structured questions based on convenient sampling. All of them must pass the
screening questions to participate the discussion;
B.1 Physical Qualifications
Male or female ages between 18 - 50 years old
Residence in Thailand
B.2 Behavior Qualifications
Have an account on Instagram application
Used to buy fashion products on Instagram
Purchased fashion products via Instagram within last 12 months
C) Data Collection
The in-depth interview will be conducting by face-to-face interview
with the consumer who have an experience on purchasing goods via
Instagram application
The interviewee for the in-depth interview will be recruit within
Bangkok area and which has diversity on age, income and occupation
10
The in-depth interview will be conduct at the place where conveniently
for interviewee
The interview will take 30 – 45 minutes per session
D) Data analysis
The data collected from the in-depth interview will be individually analyzed
in the descriptive format. The summary of each participant will be written by using
the following pattern;
General information: Gender, age, level of education, occupation, SES
The lifestyle and personality
The general usage of Instagram application
The influencing factors when finding and choosing brands and
retailers accounts to follow
The perception and attitude toward mobile shopping on Instagram
application
Purchasing behaviors and influencing factors when making purchasing
decision last time
The perception towards current practice brands and retailers are using
on Instagram
The preference of consumers on channels and promotion
The summary of finding will be used to develop the survey questionnaire.
2. Descriptive Research Methodology
A) Objective
The objectives of descriptive research are to measure and verify the result
gained from the conduction of qualitative research. The method will be conduct by
using questionnaire survey in order to collect the data from the market. Then
transform the acquired data into variables and SPSS program will be used to support
in analysis of the result. The result of the descriptive research will be used to interpret
the result and development recommendations which help to achieve the objectives of
overall study.
11
The questionnaire will be designed based on the qualitative research. The
questionnaire will consist of the closed-end questions on Likert’s scale, semantic
differential scale technique and opened-end questions.
Questionnaire conducted to:
Analyze the segmentation of shoppers on Instagram application on
attitude, behavioral and demographic [Objective 1]
Determine influencing factors in purchase decision making on
Instagram [Objective 2]
Measure consumer’s perception towards current practices of Instagram
and its effectiveness [Objective 3]
B) Sampling Selection
Respondents for descriptive research will be convenient sampling. The
respondents will be screened by the screening questionnaire before access to the
questionnaire based on characteristics as follows;
Have an account on Instagram application
Used to buy fashion products on Instagram
Current consumer who purchased through browsing on Instagram within
last 12 months
C) Data Collection
The questionnaire will be distributed base on the convenience methods
both on-line and off-line approach
Online questionnaire: The respondents will be acquired through social
network such as Facebook page of the retail store that also has the
Instagram account, Line application, www.pantip.com which is the most
popular bulletin board in Thailand.
12
Offline questionnaire: The respondents will be surveyed by both form of
paper and tablet (iPad) at workplaces and home villages or special event
for offline Instagram retailers.
Expected to launch and recruit 150 respondents between Mid-February to
Mid-March 2015
The questionnaire length of time is not exceeding 10 minutes.
(See appendix B: Example of the survey questions)
D) Data Analysis
The data gathered from the questionnaire will be coding into the spreadsheet
form and verified by frequency analysis on SPSS before continue on the analysis part.
Then, the verified data will be analyzed by different methods on SPSS up to the
objective of each option and to find the answer for the objectives. Most of the
question on the questionnaire will be designed to be the closed-end questions for
purpose of analysis. The data will be analyze by different method such as frequency
analysis, Mean analysis, Cross-tabs, ANOVA and other required statistics method.
The result will be interpreted and presented in pattern of table and graph to answer
the objective of the study.
Limitation
1. The sample for In-depth interview based on the convenient sampling, each session
also requires lots of time, resulted in key findings may not generalize to entire
population.
2. The channel is on an early stage. There may not be variety of practices on the
channel.
3. The questionnaire survey intends to gather information from the whole country.
However due to the limitation on physical to be presence into various geographic
location. The results will mostly gather from online survey which may have
tendency from Bangkok area only.
4. Some specific terms on Instagram application must be translate to Thai language
which may mislead unintentionally.
13
CHAPTER 4
DATA ANALYSIS AND RESULTS
The questionnaire has been distributed online via Monkeysurvey.com on the
period of February 20th
to March 15th
2015. There’re 203 respondents that pass the
screening questions, who has purchased fashion product on Instagram within last one
year, and completed the questionnaire.
Key findings has been separated into 4 parts
1. General descriptive on attitude, behavior and segmentation of fashion goods
consumer via Instagram application
2. Association between Independent variables and Dependent variables
3. Analysis of Variance, Attitude and behavior between groups
4. Influencing factors based on 4Ps between groups
Part1: General descriptive on attitude and behavior of fashion goods consumer
via Instagram application
According to appendix B.1 From total 203 respondent the overall
demographic of respondents the majority are female (178 persons, 88%) age between
28 -32 years old (71 persons, 35%) with single status (182 persons, 90%) Majority of
the respondents has education on bachelor degree (81 persons, 40%) and has an
occupation of employee (105 persons, 52%) with highest frequency rate of income
between 30,001 to 50,000 THB (61 persons, 30%) and most of consumer use
Instagram more than 5 times a day (71 persons, 35%).
Consumer’s attitude and behavior towards usage of Instagram application
According to table 4.1 When we look at the attitude towards usage of
Instagram, given 1 = Strongly Disagree and 7 = Strongly Agree, Consumer agree that
they use Instagram to sharing picture the highest follow up by use Instagram to follow
or update on their area of interest/hobbies which higher than use Instagram to Update
14
friends activities. Consumer also agrees that the use Instagram to shopping and
compare price buy neutral when asking about sharing of VDO on Instagram.
Table 4. 1: Summary of response toward attitude of Instagram usage items
Statements Percentage of respondents by response category
Mean SD Strongly
disagree Disagree
Somewhat
Disagree Neutral
Somewhat
Agree Agree
Strongly
Agree
Use
Instagram to
Share
pictures
1.5% 0.5% 1.5% 12.3% 14.8% 30.5
%
38.9% 5.86 1.26
Use
Instagram to
follow my
interest or
hobbies
0.5% 1.0% 1.0% 11.8% 16.7% 38.9
%
30.0% 5.80 1.13
Use
Instagram to
Update
friends
activities
2.0% 1.5% 2.0% 17.7% 18.7% 31.5
%
26.6% 5.51 1.35
Use
Instagram to
Shopping
0.5% 0.5% 3.0% 17.7% 32.0% 30.0
%
16.3% 5.35 1.12
Use
Instagram to
Compare
prices
4.4% 3.0% 8.9% 28.6% 18.7% 26.1
%
10.3% 4.74 1.49
Use
Instagram to
Share VDO
8.4% 11.8% 6.4% 39.9% 14.3% 12.8
%
6.4% 4.04 1.59
From the table 4.2 – The question has been asked how much the respondent
agrees about following of different kind of accounts the results align with attitude
towards usage of Instagram. Consumer follow account of friends and Interest/hobbies
the most. The interesting point is consumer of fashion products follow accounts of
local brand somewhat higher than accounts of National brand.
15
Table 4. 2: Summary of response toward attitude of Instagram usage items
Statements
Percentage of respondents on respond category
Mea
n SD
Strongl
y
disagre
e
Disagre
e
Somewha
t Disagree
Neutra
l
Somewh
at
Agree
Agre
e
Strongl
y
Agree
Follow
account of
friends
2.0% 1.5% 2.0% 8.9% 10.3% 36.5
%
38.9% 5.89 1.32
Follow
account of
interests or
hobbies
1.0% 0.5% 1.0% 10.3% 16.7% 36.5
%
34.0% 5.87 1.15
Follow
account of
local brand
1.5% 2.0% 3.0% 14.3% 26.1% 33.0
%
20.2% 5.41 1.28
Follow
account of
stars /
celebrities
3.0% 3.4% 3.4% 11.8% 25.1% 29.1
%
24.1% 5.36 1.47
Follow
account of
net idol
12.3% 7.9% 7.4% 25.6% 17.2% 18.2
%
11.3% 4.28 1.83
Follow
account of
national
brand
8.4% 9.9% 10.3% 26.1% 19.2% 16.3
%
9.9% 4.26 1.71
Refer to table 4.3 Most of respondents average spending of fashion good via
Instagram is between 0-500 THB which equal to 93 person or 46% of respondents
follow by 501 -1,000 THB/time, 73 persons or 36% of respondents and the last group
is higher than 1,000 THB/time with 37 persons or 18% of respondents. When look at
the frequency of purchasing fashion products via Instagram. Most of the respondents
purchase once every 2-3 months, 84 persons or 41% of respondents, follow by
purchase at least once a year month, 45 persons or 22% of respondents, the least
frequency of purchasing fashion products via Instagram more than 1 time per week
with 1% of respondents or 2 persons.
16
Table 4. 3: Frequency of purchasing fashion goods via Instagram and Average
spending per time
Fashion goods purchasing behavior via Instagram n %
5. How often you buy fashion
products via Instagram
Once a year 45 22.2%
Once every 2-3 months 84 41.4%
Once a month 33 16.3%
2-3 times / Month 28 13.8%
Once a week 11 5.4%
More than 1 time / week 2 1.0%
Total 203 100.0%
10. Average spending for fashion
goods via Instagram per time
0 – 500 Baht/Time 93 45.8%
501-1000 Baht/Time 73 36.0%
>1000 Baht/Time 37 18.2%
Total 203 100.0%
New variable was created based on result of survey question 5 and 10 (Please
see table 4.3 and appendices A) by sum of question 5 and new group adjustment for
question 10, the minimum value would equal to 2 and the maximum value would
equal to 9.
Table 4. 4: New variables (Level of purchasing)
Sum of Answer
5 and 10 n Total % New variables
2 25 77 38% Light purchase level
3 52
4 55 89 44% Medium purchase level
5 34
6 20
37 18% Heavy purchase level 7 12
8 4
9 1
Total 203 203 100%
17
From the table 4.4 we can identifies the respondents into 3 groups which are
Light purchaser: The sum of answer 5 and 10 that equal to 2 to3 will be categorized
as the light purchaser. The light purchaser is accounted for 38% of total respondent or
77 people. The light purchaser are respondents who has frequencies of purchase
fashion products via Instagram not more than once every 2-3 month and average
spending per time not exceed 1,000 THB per time of purchasing.
Medium purchaser: The sum of answer 5 and 10 that equal to 4 to 5 will be
categorized as the medium purchaser. The medium purchaser is accounted for 44% of
total respondent or 89 people. The medium purchaser are respondents who has
frequencies of purchase fashion products via Instagram not more than 2-3 times per
month and average spending per time not mostly between 501 -1,000 THB per time
of purchasing.
Heavy purchaser: The sum of answer 5 and 10 that equal to 6 to 9 will be categorized
as the medium purchaser. The medium purchaser is accounted for 18% of total
respondent or 37 people. The medium purchaser are respondents who has frequencies
of purchase fashion products via Instagram at least once a month and average
spending more than 1,000 THB per time of purchasing.
Part 2: Association between Independent variables and Dependent variables
After got the new variable which categorized 203 respondents into 3 groups
according to the level of purchasing then use the crosstab analysis to test hypothesis
that there’re association between respondent’s demographic, behavior towards using
of Instagram, behavior towards buying fashion product on Instagram and level of
purchasing by using the Chi-square test at 95% level of confidence (Significant level,
P value < 0.05). Here are the key findings from the analysis.
18
Table 4. 5: Association between Independent variables and level of purchasing
(n=203)
Level of purchasing
Pearson
Chi-Square P value Interpretation
Respondents Demographic
Sex 10.92 0.03 *Significant
Age 10.35 0.41
Marital Status 2.328 0.68
Education 15.55 0.11
Occupation 13.49 0.20
Personal Income 27.82 0.03 *Significant
Behavior toward usage of Instagram
Frequency of Instagram usage 26.20 0.00 *Significant
Hypothesis 1: There is an association between respondents demographic and
level of purchasing
According to table 4.5 the hypothesis that there is an association between
demographic factors (Sex, Age, Marital Status, Education, Occupation, and Personal
Income) and level of purchasing. It’s turn out that there are 2 characteristics out of 6
characteristics of demographic which has association with level of purchasing.
Details as follow;
In term of sex, the probability of the chi-square test (Pearson Chi-square =
10.9) was p-value = .027 which is less than alpha level of significance of 0.05.
Therefore, the null hypothesis is rejected. There is an association between “Sex” and
“level of purchasing” in the positive level, and this means that women tend to have
higher level of purchasing. (Table 4.6)
19
Table 4. 6: Response by Sex Group
Sex Level of purchasing
Total Light Medium Heavy
Men 9 13 0 22
Women 65 76 37 178
Others 3 0 0 3
Total 77 89 37 203
*Chi-square = 10.9, P = .027 (Significant p < .05), Cramer’s V = 0.16
In term of monthly income, the probability of the chi-square test (Pearson
Chi-square = 27.82) was p-value = .033 which is less than alpha level of significance
of 0.05. Therefore, the null hypothesis is rejected. There is an association between
“Monthly income” and “level of purchasing” in the positive direction, and this means
the higher monthly of consumer, the higher level of purchasing via Instagram they
are. (Table 4.7)
Table 4. 7: Response by Monthly Income Group
Monthly Income Level of Purchasing
Total Light Medium Heavy
Less than 8,000 18 9 1 28
8,001 - 15,000 13 8 8 29
15,001 - 20,000 5 17 2 24
20,001 - 25,000 3 6 3 12
25,001 - 30,000 9 6 4 19
30,001 - 50,000 22 26 13 61
50,001 - 70,000 5 10 2 17
70,001 - 100,000 1 4 3 8
More than 100,000 1 3 1 5
Total 77 89 37 203
*Chi-square = 27.82, P = .033 (Significant p < .05), Cramer’s V = 0.262
Hypothesis 2: There is an association between respondent’s level of Instagram
usage and level of purchasing
20
According to table 4.8 in term of frequency of Instagram usage, the
probability of the chi-square test (Pearson Chi-square = 26.20) was p-value = .001
which is less than alpha level of significance of 0.05. Therefore, the null hypothesis is
rejected. There is an association between “level of Instagram usage” and “level of
purchasing” in the positive direction, and this means the level of instagram usage of
consumer, the higher level of purchasing via Instagram they are.
Table 4. 8: Response by Frequency of Instagram usage Group
level of
Instagram usage
Level of Purchasing Total
Light Medium Heavy
Once a week or longer 8 3 0 11
More than once a week but not
everyday
12 11 3 26
1 - 2 Times a day 23 20 2 45
3 - 5 Times a day 12 28 10 50
More than 5 Times a day 22 27 22 71
Total 77 89 37 203
*Chi-square = 26.20, P = .001 (Significant p < .05), Cramer’s V = 0.254
Part 3: Analysis of Variance, Attitude and behavior between groups
This part has an objective to compare the attitude and behaviors towards usage
and purchase fashion goods via Instagram application among three group of level of
purchase.
3.1 Table 4.9 provides the overall image of how consumer of fashion goods
via Instagram have attitude towards usage of Instagram. These answers were analyzed
based on mean values of likert’s scale.
21
Table 4. 9: Result of One-Way ANOVA for measure attitude towards Instagram
usage
Mean Values for Indicated Group
Total F
Statistic
P
value
Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Use Instagram to share pictures 5.90 5.87 5.76 5.86 .15 .858
Use Instagram to share VDO 3.86 4.22 3.97 4.04 1.14 .321
Use Instagram to follow
friends activities
5.70 5.30 5.59 5.51 1.89 .154
Use Instagram to follow by
interest or hobbies
5.83 5.73 5.92 5.80 .40 .671
Use Instagram to shopping 4.74 5.54 6.19 5.35 29.74 .000
Use Instagram to compare
prices
4.31 4.93 5.16 4.74 5.62 .004
Statement: “Use Instagram to shopping”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user is 6.19 while the mean of medium user and light
user are 4.74 and 5.54 respectively. The different between means among three level
of purchasing was significant because one-way Anova statistics testing (F-Value =
29.74) was p-value = 0.000 which is less than the alpha level of significant, 0.05.
Statement: “Use Instagram to compare prices”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user is 5.16 while the mean of medium user and light
user are 4.93 and 4.31 respectively. The different between means among three level
of purchasing was significant because one-way Anova statistics testing (F-Value =
5.62) was p-value = 0.004 which is less than the alpha level of significant, 0.05.
This can be interpreted that consumer in the heavy level of purchasing has
attitude towards Instagram as the mean to shopping higher than others group and
22
consumer of Heavy and Medium level of purchasing use Instagram to compare prices
more than the light level of purchasing.
3.2 Table 4.10 provides the overall image of how consumer of fashion goods
via Instagram has behavior on followings accounts of Instagram. These answers were
analyzed based on mean values of likert’s scale.
Table 4. 10: Result of One-Way ANOVA for Instagram account following
Mean Values for Indicated Group
Total F
Statistic
p-
value
Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Follow account of friends 6.14 5.71 5.81 5.89 2.35 0.098
Follow account of stars /
celebrities
5.39 5.47 5.05 5.36 1.07 0.345
Follow account of net idol 4.00 4.54 4.22 4.28 1.83 0.164
Follow account of national
brand
3.79 4.39 4.92 4.26 6.20 0.002
Follow account of local brand 4.96 5.56 6.00 5.41 10.06 0.000
Follow account of interests or
hobbies
5.77 5.85 6.11 5.87 1.11 0.330
Statement: “Follow account of national brand”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 4.92 while the mean of medium user
and light user are 4.39 and 3.79 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 6.2) was p-value = 0.002 which is less than the alpha level of significant,
0.05. This can be interpreted that consumer in the heavy level of purchasing have
behavior to follow national brand significantly higher than the light purchase level
23
Statement: “Follow account of local brand”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 6.00 while the mean of medium user
and light user are 5.56 and 4.96 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 10.06) was p-value = 0.000 which is less than the alpha level of significant,
0.05. This can be interpreted that consumer in the heavy and medium level of
purchasing have behavior to follows local brand higher than the light level of
purchase group.
There’s an interesting point is when doing the T-test the statistics testing
there’re significant between means value of national brand and local brand the Sig.2
(2-tailed) =.000 which is less than the alpha level of significant, 0.05. This can be
interpreted that consumer follow local brand significantly higher than the national
brand.
3.3 Table 4.11 provides the overall image of reasons why consumers of
fashion goods via Instagram purchase on Instagram. These answers were analyzed
based on mean values of likert’s scale.
Table 4. 11: Result of One-Way ANOVA for reasons to buy on Instagram
Mean Values for Indicated Group
Total F
Statistic
p-
value Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Buy on Instagram because of
time constrain
4.43 4.63 4.86 4.60 1.10 .336
Buy on Instagram because can
replace the offline shopping
5.00 5.34 5.57 5.25 3.43 .034
Buy on Instagram because of
convenient
5.39 5.76 6.27 5.71 7.50 .001
Buy on Instagram because of
lot of choices for product
5.19 5.66 6.05 5.56 8.23 .000
24
Buy on Instagram because
products are different from the
market
5.25 5.56 5.81 5.49 3.17 .044
Buy on Instagram because of
ease for searching of products
5.38 5.65 6.00 5.61 3.95 .021
Buy on Instagram because of
security
3.38 3.66 3.59 3.54 1.18 .309
Buy on Instagram because of
products are trendy
5.09 5.35 5.65 5.31 3.14 .045
Statement: “Buy on Instagram because can replace the offline shopping”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 5.57 while the mean of medium user
and light user are 5.34 and 5.0 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 3.43) was p-value = 0.034 which is less than the alpha level of significant,
0.05. This can be interpreted that consumer in the heavy level of purchasing group
buy on Instagram because it can replace the offline shopping significant higher than
the light level of purchase group.
Statement: “Buy on Instagram because of convenient”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 6.27 while the mean of medium user
and light user are 5.76 and 5.39 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 7.5) was p-value = 0.001 which is less than the alpha level of significant,
0.05. This can be interpreted that consumer in the heavy level of purchasing group
buy on Instagram because of convenient higher than the light level of purchase group.
Statement: “Buy on Instagram because of lot of choices for product”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 6.05 while the mean of medium user
and light user are 5.66 and 5.19 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 8.23) was p-value = 0.000 which is less than the alpha level of significant,
25
0.05. This can be interpreted that consumer in the heavy level of purchasing group
buy on Instagram because of lot of choices for product significant higher than the
medium level of purchase group and the medium purchase also buy on the same
reason significant higher than the light purchase level group.
Statement: “Buy on Instagram because products are different from the market”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 5.81 while the mean of medium user
and light user are 5.56 and 5.25 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 3.17) was p-value = 0.044 which is less than the alpha level of significant,
0.05. This can be interpreted that consumer in the heavy level of purchasing group
buy on Instagram because products are different from the market significant higher
than the light level of purchase group.
Statement: “Buy on Instagram because of ease for searching of products”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 6.00 while the mean of medium user
and light user are are 5.65 and 5.38 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 3.95) was p-value = 0.021 which is less than the alpha level of significant,
0.05. This can be interpreted that consumer in the heavy level of purchasing group
buy on Instagram because of ease for searching of products significant higher than the
light level of purchase group.
Statement: “Buy on Instagram because products are trendy”
Heavy user group gave the highest mean values among the three groups of
consumers. The mean of Heavy user group is 5.65 while the mean of medium user
and light user are 5.35 and 5.09 respectively. The different between means among
three level of purchasing was significant because one-way Anova statistics testing (F-
Value = 3.14) was p-value = 0.045 which is less than the alpha level of significant,
26
0.05. This can be interpreted that consumer in the heavy level of purchasing group
buy on Instagram because products are trendy significant higher than the light level of
purchase group.
3.4 Table 4.12 provides the overall image how influencer have impact on
consumer of fashion goods via Instagram. These answers were analyzed based on
mean values of likert’s scale.
Table 4. 12: Result of One-Way ANOVA for influencer on Instagram
Mean Values for Indicated Group
Total F
Statistic
p-
value Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Visit account suggest by
Blogger/Facebook for product
review
5.06 5.19 5.24 5.15 .27 .764
Visit account suggest by
friends / family
4.84 4.74 4.49 4.73 .54 .584
Visit account suggest by
Celebrities / Net Idol
4.32 4.78 4.81 4.61 1.99 .139
Visit account suggest by
Magazine
3.43 3.72 3.62 3.59 .80 .453
Visit account suggest by
Online column
3.49 3.70 3.46 3.58 .43 .654
Visit account which owner
placed on Celebrities / Net Idol
post
3.01 3.18 3.27 3.13 .31 .732
Visit account suggest by
Newspaper
2.71 2.93 2.73 2.81 .52 .594
According to table 4.12 there is no significant different between purchasing
level on impact of influencer. However there are some interesting points on this issue.
The highest mean score indicate that consumer of fashion goods via Instagram visit
the account or store that recommend by Blogger/Facebook about product review the
most. The second interesting point is visit account which owner placed on
celebrities/Net idol post which is the popular practice of retailers in Thailand got the
mean score at 3.13 which most consumer rate that this practice does not influence
them to visit the account.
27
Part 4: Influencing factors based on 4Ps and post purchasing behavior between
groups
This part has an objective to compare the influencing factors based on
marketing mix 4P and also the post purchase behavior among three group of level of
purchase. The key findings are presented as follows. (For all details please see
appendix B2.3)
Table 4. 13: Result of One-Way ANOVA for “Product” factors
Mean Values for Indicated Group
Total F
Statistic
p-
value Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Provide all information (Do
not have to ask for more
information)
5.97 5.98 5.92 5.97 .04 .961
Have photos from different
angles of product
5.66 5.85 5.76 5.76 .68 .508
Products pictures are beauty
and professional looks
5.19 5.40 5.16 5.28 .91 .403
Have experience with the
product
5.23 4.93 5.54 5.16 2.76 .066
Know well about brands of the
product
4.81 5.26 5.35 5.10 3.42 .035
Sell by the brand's owner 4.94 5.03 5.08 5.00 .17 .841
Have model with products in
the picture
4.74 4.98 4.95 4.88 .73 .482
Special or Limited edition
product
4.51 4.51 5.00 4.60 2.14 .121
Have VDO to show details of
the product
4.08 4.25 3.95 4.13 .64 .527
Statement: “Know well about brands of the product”
According to table 4.13 Heavy user group gave the highest mean values
among the three groups of consumers. The mean of Heavy user group is 5.35 while
the mean of medium user and light user are 5.26 and 4.81 respectively. The different
between means among three level of purchasing was significant because one-way
Anova statistics testing (F-Value = 3.42) was p-value = 0.035 which is less than the
28
alpha level of significant, 0.05. This can be interpreted that consumer in the heavy
level of purchasing group would like to have knowledge about the brands significant
higher than the light level of purchase group.
Table 4. 14: Result of One-Way ANOVA for “Place” factors
Mean Values for Indicated Group
Total F
Statistic
p-
value
Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Shop owner quickly react for
question or ordering
6.16 6.29 6.16 6.22 .53 .592
Account have update
frequently on Instagram
5.91 6.10 6.16 6.04 1.20 .303
Product in stock and ready for
shipping
5.81 5.74 6.27 5.86 4.18 .017
Have review from past
customer
5.58 5.61 5.78 5.63 .46 .633
Has website for order and
payment
5.73 5.53 5.35 5.57 1.21 .302
Account have lots of followers 5.29 5.22 5.51 5.30 .72 .488
Statement: “Product in stock and ready for shipping”
According to table 4.14 Heavy user group gave the highest mean values
among the three groups of consumers. The mean of Heavy user group is 6.27 while
the mean of medium user and light user are 5.74 and 5.81 respectively. The different
between means among three level of purchasing was significant because one-way
Anova statistics testing (F-Value = 4.18) was p-value = 0.017 which is less than the
alpha level of significant, 0.05. This can be interpreted that consumer in the heavy
level of purchasing group prefer to buy the product at the place that have the product
ready to deliver significant higher than the medium and light level of purchasing
group.
29
Table 4. 15: Result of One-Way ANOVA for post-purchase behavior
Mean Values for Indicated Group
Total F
Statistic
p-
value
Light User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
I recommend products I buy to
friends
5.14 5.37 5.89 5.38 6.50 .002
Participate in Instagram offline
stores event
3.43 3.94 4.41 3.83 4.09 .018
Provide feedback when satisfy
/ dissatisfy with the product
3.69 3.90 3.81 3.80 0.40 .671
Statement: “I recommend products I buy to friends”
According to table 4.15 Heavy user group gave the highest mean values
among the three groups of consumers. The mean of Heavy user group is 5.89 while
the mean of medium user and light user are 5.37 and 5.14 respectively. The different
between means among three level of purchasing was significant because one-way
Anova statistics testing (F-Value = 6.50) was p-value = 0.002 which is less than the
alpha level of significant, 0.05. This can be interpreted that consumer in the heavy
level of purchasing group recommend products that they buy to friends significant
higher than the medium and light level of purchasing group.
Statement: “Participate in Instagram offline stores event”
According to table 4.15 Heavy user group gave the highest mean values
among the three groups of consumers. The mean of Heavy user group is 4.41 while
the mean of medium user and light user are 3.94 and 3.43 respectively. The different
between means among three level of purchasing was significant because one-way
Anova statistics testing (F-Value = 4.09) was p-value = 0.018 which is less than the
alpha level of significant, 0.05. This can be interpreted that consumer in the heavy
level of purchasing group recommend products that they buy to friends significant
higher than the light level of purchasing group.
30
CHAPTER 5
SUMMAY AND CONCLUSIONS
Overall Summary
Even though the value of goods trading on Instagram could not be track due to
Instagram did not have the channel to order and make payment on the application
itself, only the conversion rate that could be track from the website of retailers. But
the movement of marketers from Interbrand’s top 100 on Instagram could also be a
good indicator on how important is this community to brands. Thailand maybe late
adopters for smartphones technology and people also have concern about the security
of trading on internet; however we look back to adoption of technology it seems to be
on same trend globally. So, it’s important for Thai marketer profession to understand
who the early adopters are, which value they’re looking for, how to attract them and
more importantly how to increase the opportunity by attract people around them.
As mentioned earlier the objectives of this study are to understand the attitude,
behavior and purchasing decision factors of consumer on Instagram. This will
contribute to marketers who want to understand consumer and being first mover in
evolving market.
The collected data was analyze and cluster fashion goods consumer into 3
segment which are light purchasing level, Medium purchasing level and heavy
purchasing level based on frequency of buying and average spending per time. Key
findings from both qualitative and quantitative and key implementation could be
summarized as follows.
The average spending per time of fashion goods consumer on Instagram is
between 500 - 1,000 Baht per time. The heavy purchase user tends to spend
more than 500 - 1,000 Baht each time.
Most consumer use Instagram more than 5 times along the day and the peak
time is between 21:00 – 24:00 However consumers tend to purchase products
the peak time between 18:00 – 21:00. Marketers could plan the schedule to
31
communicate of products along the day. However between 18:00 to 21:00
could be a good time to implement campaign for promotion with consumer.
Consumer attitudes toward using of Instagram application the highest is to
share pictures however the following is to update on their interest or hobbies.
From this Marketers could adapt or develop communication strategy to match
or align with consumer’s interest/lifestyle to draw their attention.
Medium and Heavy purchasing groups use Instagram to compares price of
products. So, be consistency of price between each channels are important.
For the behavior of following accounts on Instagram. Consumer agrees that
they follow friends Instagram the most, follow by account concern with their
interest/hobby conform to an attitude towards usage of Instagram. Accounts of
Stars and celebrities come in third place which still be the good promoter on
this channel.
Most of consumer agrees that they follow the account of local brand higher
than the national brand and heavy purchasing level group follows brands
higher than others group. National should be aware of this fact which directly
effect to their performance and competitiveness.
Consumers buy on Instgram because it’s convenient, ease of searching, lots of
choices, products are different from offline market, and products are trendy.
Time constrain is not the main reasons and also security is what consumer are
aware of. Retailers should provide convenient for consumer and also need to
reduce perceived risk of consumer and could also do the campaign of
premiere collections via Instagram to draw attention of consumer.
There is no significance different in term of influencer between each group of
consumer. Most effective influencer is Blogger/Facebook page about product
review follow by suggestion by friends/family. In contrast the most popular
strategy that retailers are implementing which is posting their shop account on
account of celebrities did not have influence on the respondents.
Heavy purchasing group prefer to know about the brand of goods higher than
others group. Brand should not only provide information about product but
also promote information/identity of the brand.
32
All three groups think that the goods should be cheaper than offline and also
take the delivery cost on the consideration. Marketers could use the strategy to
set the minimum value of order to eligible for free deliveries.
Quick response and have product ready for delivery is a must, especially for
heavy user.
Heavy user recommends product they buy to friends higher than others
groups.
Each segment have different attitude and behavior towards shopping on
Instagram however when it comes to purchasing decision factors they’re more alike.
However, the heavy user could increase the purchase level of the medium and light
because they recommends products they buy to friends and friends was rate at the
second on ability to influence.
I hope this study will benefit to marketers or individual retailers that aim to
capture consumer on a new platform such as mobile and social network implication in
order to understand and develop the mobile marketing strategy, which could develop
the new practices in marketing to provide the value that match and harmonize with
modern lifestyle of consumer.
33
REFERENCES
Articles
- Elisabeta, I., & Ivona, S. (2014). Social Media and its impact on Consumers
Behavior.
- Zachary, M. (2011). Consumer Production in Social Media Networks: A Case
Study of the “Instagram” iPhone App.
- Anders, H., Selma, H., & Claudio, O. (2007). Consumer behavior in online
shopping
Electronic Media
- Kevin, S. (2014). 300 Million: Sharing Real Moments. Retrieved from
http://blog.instagram.com/post/104847837897/141210-300million
- Scott, G., & Pau S. (2014). L2 Intelligence Report Instagram 2014. Retrieved
from http://www.l2inc.com/research/instagram-2014
- Zocial inc., (2013). Shop in Instagram. Retrieved from
http://www.zocialinc.com/blog/shop-in-instagram/
- Simply Measured. (2014). How Top Brands Use Instagram. Retrieved from
http://simplymeasured.com/blog/2014/10/31/infographic-how-top-brands-use-
instagram/
- The Mobile Marketing Association. (2009.) MMA Updates Definition of
Mobile Marketing. Retrieved from
http://mmaglobal.com/news/mma-updates-definition-mobile-marketing
- American Marketing Association. Marketing Dictionary. Retrieved from
https://www.ama.org/resources/Pages/Marketing-Dictionary.aspx
34
APPENDICES
35
APPENDIX A
Survey Questionnaire
Thammasat University
Master of Science in Marketing
Dear Participant:
I am a graduate student at Thammasat University. For the Individual Study
course, I am undertaking a study to determine consumer’s attitude and purchasing
decision factors towards purchasing fashion goods via Instagram application.
The following questionnaire will require approximately 10 minutes completing. There
will be divided into 3 parts All information will remain confidential, and we will
make the result only as a total group of the participants not by individuals. Copies of
the project result will be provided to the Thammasat University library. Participation
is strictly voluntary and you may refuse to participate at any time.
Thank you for taking the time to assist us in my educational endeavors. The data
collected will provide useful information regarding my clear understanding in
conducting and analyzing an Individual Study. If you require additional information
or have questions, please contact me at the number listed below.
Sincerely,
Student name: Thee Juvitayapun
Phone number: (+66) 8-4663-4451
Email address: [email protected]
Screening questions
36
1. Have you ever buy fashion goods via Instagram application?
☐ Yes ☐ No (End of questionnaire)
2. When was your last purchase on Instagram application?
☐ Within last week
☐ Within last month
☐ Within last 3 months
☐ Within last year
☐ More than 1 year (End of questionnaire)
37
Part 1: Behavior and Attitude toward usage of Instagram application
1. How often do you use Instagram?
☐ Once a week or longer ☐ More than once a week but not everyday
☐ 1-2 times / Day ☐ 3-5 times / Day
☐ More than 5 times / Month
2. What time of the day that you usually use Instagram (Check all that apply)
☐ 00:00 – 03:00 ☐ 03:01 – 06:00 ☐ 06:01 – 09:00 ☐ 09:01 – 12:00
☐ 12:01 – 15:00 ☐ 15:00 – 18:00 ☐ 18:01 – 21:00 ☐ 21:01 – 24:00
3. Attitude towards usage of Instagram application
How much so you agree with following statements
Strongly
Disagree
Strongly
Agree
3.1 I use Instagram to share pictures 1 2 3 4 5 6 7
3.2 I use Instagram for update friends activities 1 2 3 4 5 6 7
3.3 I use Instagram for knowledge / Update my
Interests 1 2 3 4 5 6 7
3.4 I use Instagram for purchase products 1 2 3 4 5 6 7
3.5 I use Instagram as a source of information for
purchasing decision 1 2 3 4 5 6 7
3.6 I use Instagram to compare prices 1 2 3 4 5 6 7
4. Attitude towards usage of Instagram application
How much so you agree with following statements
Strongly
Disagree
Strongly
Agree
4.1 I follow friends account on Instagram 1 2 3 4 5 6 7
4.2 I follow celebrities accounts on Instagram 1 2 3 4 5 6 7
4.3 I follow Net Idol accounts (Both person and
character) 1 2 3 4 5 6 7
4.4 I follow Brands account on Instagram 1 2 3 4 5 6 7
4.5 I follow Private label brands on Instagram 1 2 3 4 5 6 7
4.6 I follow accounts that relate to my
Hobby/Interest on Instagram 1 2 3 4 5 6 7
Part 2: Behavior and Attitudes towards purchasing fashion goods via Instagram
38
5. How often do you purchase fashion goods on Instagram?
☐ Once a year ☐ Once every 2 – 3 months ☐ Once a month
☐ 2-3 Times / Month ☐ 1 Time / Week ☐ more than 1
time /week
6. What time of the day that you do purchase on Instagram? (Check all that
apply)
☐ 00:00 – 03:00 ☐ 03:01 – 06:00 ☐ 06:01 – 09:00 ☐ 09:01 –
12:00
☐ 12:01 – 15:00 ☐ 15:00 – 18:00 ☐ 18:01 – 21:00 ☐ 21:01 –
24:00
7. What is the lowest amount that you’ve ever spend via Instagram?
___________________ THB
8. What is the highest amount that you’ve ever spend via Instagram?
___________________ THB
9. What is the maximum amount that you willing to spend via Instagram?
___________________ THB
10. What’s the average of your spending per time via Instagram?
___________________THB
11. What is the percentage of purchasing via Instagram from total spending on
fashion goods
☐ 0% ☐ 10% ☐ 20% ☐ 30% ☐ 40% ☐ 50%
☐ 60% ☐ 70% ☐ 80% ☐ 90% ☐ 100%
12. Attitude towards purchasing fashion goods on Instagram
How much do you agree with the following statements?
39
Strongly
Disagree
Strongly
Agree
12.1 I purchase via Instagram because of time
constrain 1 2 3 4 5 6 7
12.2 I purchase via Instagram because it can
replace offline shopping 1 2 3 4 5 6 7
12.3 I purchase via Instagram because of
convenient 1 2 3 4 5 6 7
12.4 I purchase via Instagram because variety of
offerings 1 2 3 4 5 6 7
12.5 I purchase via Instagram because I can find
unconventional brand 1 2 3 4 5 6 7
12.6 I purchase via Instagram because Instagram
provide ease to search for products 1 2 3 4 5 6 7
12.7 I purchase via Instagram because purchasing
on Instagram is safe 1 2 3 4 5 6 7
12.8 I purchase via Instagram because products
offering in Instagram is trendy 1 2 3 4 5 6 7
13. How often do you visit the Instagram account recommended by these sources
of information?
Least
often
Most
often
13.1 Recommend by friends or family members 1 2 3 4 5 6 7
13.2 Recommend on magazine 1 2 3 4 5 6 7
13.3 Recommend on newspaper 1 2 3 4 5 6 7
13.4 Recommend on online media (News) 1 2 3 4 5 6 7
13.5 Recommend on social media (Facebook,
Blogger) 1 2 3 4 5 6 7
13.6 Celebrities/Net Idol promote the products 1 2 3 4 5 6 7
13.7 Retailers promote on celebrities’ account 1 2 3 4 5 6 7
40
14. How important are these criteria when doing purchasing decision on
Not important
at all
Very
Important
14.1 Know well about brands of the product 1 2 3 4 5 6 7
14.2 Sell by the brand's owner 1 2 3 4 5 6 7
14.3 Have experience with the product 1 2 3 4 5 6 7
14.4 Special or Limited edition product 1 2 3 4 5 6 7
14.5 Provide all information (Do not have to ask
for more information) 1 2 3 4 5 6 7
14.6 Cheaper than offline 1 2 3 4 5 6 7
14.7 Have photos from different angles of product 1 2 3 4 5 6 7
14.8 Products pictures are beauty and professional
looks 1 2 3 4 5 6 7
14.9 Have review from past customer 1 2 3 4 5 6 7
14.10 Account have lots of customer 1 2 3 4 5 6 7
14.11 Have promotion ex. discount 1 2 3 4 5 6 7
14.12 Account have update frequently on Instagram 1 2 3 4 5 6 7
14.13 Shop owner quickly react for question or
ordering 1 2 3 4 5 6 7
15. What is your most prefer method for payment? (Please Rank 1-3)
☐ Mobile Banking / Internet banking
☐ ATM transfer
☐ Transfer at bank counter
☐ Counter Service
☐ Cash on delivery
41
16. General behavior on purchasing fashion products via Instagram
How much do you agree with the following statements?
Strongly
Disagree
Strongly
Agree
16.1 Search for products by Hash tag 1 2 3 4 5 6 7
16.2 I include delivery price on consideration 1 2 3 4 5 6 7
16.3 I'll pay for faster delivery 1 2 3 4 5 6 7
16.4 I recommend products I buy to friends 1 2 3 4 5 6 7
16.5 Provide feedback when satisfy / dissatisfy
with the product 1 2 3 4 5 6 7
16.7 Participate marketing activity on Instagram 1 2 3 4 5 6 7
16.8 Invite friends to participate in marketing
activities on Instagram 1 2 3 4 5 6 7
16.9 Participate in Instagram offline stores event 1 2 3 4 5 6 7
42
Part 3: Demographic
17. Gender
☐ Male ☐ Female ☐ Others
18. Age
☐ Under 20 years old ☐ 21 – 25 years old ☐ 26 - 30 years
old
☐ 31 - 35 years old ☐ 36 - 40 years old ☐ 41 –
45 years old
☐ 46 – 50 years old ☐ 51 years old and over
19. What is your highest education level?
☐ Elementary school ☐ Secondary School ☐ High School
☐ Diploma ☐ Bachelor degree ☐
Master degree
☐ Higher than master degree
20. Career
☐ Student ☐ Freelancer
☐ Employee ☐ Government agent
☐ Entrepreneur ☐ Housewives
☐ Others (Please specify) _________
21. What is the range of your individual income per month? (Baht/Month)
☐ < 20,000 ☐ 20,001 - 40,000 ☐
40,001 - 60,000 ☐ 60,001 - 80,000 ☐ 80,001 – 100,000
☐ > 100,000
22. What is your current postal code of residence?
_________________
End of questionnaire, Thank you for your kindly cooperation
43
APPENDIX B
Summary of respondent’s demographic
Respondent Demographics n %
Sex
Men 22 10.8%
Women 178 87.7%
Others 3 1.5%
Total 203 100.0%
Age
< 18 8 3.9%
18 - 22 49 24.1%
23 - 27 66 32.5%
28 - 32 71 35.0%
33 - 37 7 3.4%
38 - 42 2 1.0%
43 - 50 0 0.0%
Total 203 100.0%
Marital Status
Single 182 89.7%
Married 19 9.4%
Others 2 1.0%
Total 203 100.0%
Education
Elementary school 0 0.0%
Secondary School 1 .5%
High School 52 25.6%
Diploma 1 .5%
Bachelor Degree 81 39.9%
Master Degree 67 33.0%
Doctoral 1 .5%
Total 203 100.0%
Occupation
Student 62 30.5%
Freelancer 14 6.9%
Employee 105 51.7%
Government agent 5 2.5%
Entrepreneur 14 6.9%
Housewives 1 .5%
Others 2 1.0%
Total 203 100.0%
Monthly Income
Less than 8,000 28 13.8%
8,001 - 15,000 29 14.3%
15,001 - 20,000 24 11.8%
20,001 - 25,000 12 5.9%
44
25,001 - 30,000 19 9.4%
30,001 - 50,000 61 30.0%
50,001 - 70,000 17 8.4%
70,001 - 100,000 8 3.9%
More than 100,000 5 2.5%
Total 203 100.0%
APPENDIX C
Compare Time of usage Instagram and Time of purchase
6% 0%
20% 22%
32%
22%
60% 61%
2% 0% 3% 9%
19% 24%
61%
41%
0%
10%
20%
30%
40%
50%
60%
70%
00:00 -03:00
03:01 -06:00
06:01 -09:00
09:01 -12:00
12:01 -15:00
15:01 -18:00
18:01 -21:00
21:01 -24:00
Time of use Time of purchase
45
APPENDIX D
Prefer channel of payment
Prefer channels for payment
Level of Purchasing
Light Medium Heavy
n % n % n %
Mobile Banking / Internet
Banking 43 55.8% 67 75.3% 27 73.0%
ATM 51 66.2% 48 53.9% 23 62.2%
Bank counter 16 20.8% 11 12.4% 6 16.2%
Counter Service 8 10.4% 8 9.0% 2 5.4%
collect on delivery 14 18.2% 6 6.7% 2 5.4%
others 0 0.0% 1 1.1% 0 0.0%
APPENDIX E
Result of One-Way ANOVA for Marketing Mix (4P)
Appendix E.1: Result of One-Way ANOVA for “Product” factors
Mean Values for Indicated
Group
Total F
Statistic
p-
value Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Provide all information (Do not
have to ask for more information)
5.97 5.98 5.92 5.97 .04 .961
Have photos from different angles
of product
5.66 5.85 5.76 5.76 .68 .508
Products pictures are beauty and
professional looks
5.19 5.40 5.16 5.28 .91 .403
Have experience with the product 5.23 4.93 5.54 5.16 2.76 .066
Know well about brands of the
product
4.81 5.26 5.35 5.10 3.42 .035
Sell by the brand's owner 4.94 5.03 5.08 5.00 .17 .841
Have model with products in the
picture
4.74 4.98 4.95 4.88 .73 .482
Special or Limited edition product 4.51 4.51 5.00 4.60 2.14 .121
Have VDO to show details of the
product
4.08 4.25 3.95 4.13 .64 .527
46
Appendix E.2: Result of One-Way ANOVA for “Price” factors
Mean Values for Indicated
Group
Total F
Statistic
p-
value Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Cheaper than offline 5.53 5.56 5.38 5.52 .25 .780
Include delivery price on
consideration
5.39 5.27 5.57 5.37 .62 .538
I'll pay higher for faster delivery 4.51 4.62 5.03 4.65 1.50 .225
Appendix E.3: Result of One-Way ANOVA for “Place” factors
Mean Values for Indicated
Group
Total
F
Statistic
p-
value
Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Shop owner quickly react for
question or ordering
6.16 6.29 6.16 6.22 .53 .592
Account have update frequently
on Instagram
5.91 6.10 6.16 6.04 1.20 .303
Product in stock and ready for
shipping
5.81 5.74 6.27 5.86 4.18 .017
Have review from past customer 5.58 5.61 5.78 5.63 .46 .633
Has website for order and
payment
5.73 5.53 5.35 5.57 1.21 .302
Account have lots of followers 5.29 5.22 5.51 5.30 .72 .488
Appendix E.4: Result of One-Way ANOVA for “Promotions” factors
47
Mean Values for Indicated
Group
Total F
Statistic
p-
value Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
Guarantee for products 5.82 5.54 5.38 5.62 1.833 .163
Have promotion ex. discount 5.42 5.52 5.70 5.51 .730 .483
Search for products by Hash tag 4.29 4.73 4.73 4.56 1.842 .161
Participate marketing activity on
3.68 3.25 3.57 3.47 1.440 .239
Invite friends to participate in
marketing activities on Instagram
3.27 3.13 3.46 3.25 .514 .599
Appendix E.5: Result of One-Way ANOVA for post-purchase behavior
Mean Values for Indicated
Group
Total
F
Statistic
p-
value
Light
User
(n = 77)
Medium
User
(n = 89)
Heavy
User
(n = 37)
I recommend products I buy to
friends
5.14 5.37 5.89 5.38 6.50 .002
Participate in Instagram offline
stores event
3.43 3.94 4.41 3.83 4.09 .018
Provide feedback when satisfy /
dissatisfy with the product
3.69 3.90 3.81 3.80 0.40 .671
48
BIOGRAPHY
Name Mr. Thee Juvitayapun
Date of Birth January 1, 1985
Educational Attainment 2007: Bachelor of Arts, Psychology
Work Position Human Resources Assistant Manager
The Siam Cement PLC
Work Experiences Human Resources Deputy department Manager
Perfect Companion Company Limited
Human Resources Officer
Thai Plastics and Chemicals PLC
Human Resources Officer
Toyota Motor Thailand Co., Ltd.