ปัจจัยที่มีอิทธิพลต่อความตั้งใจซื้อเสื้อผ้าสำเร็จรูปของกลุ่มผู้บริโภคเจนเนอเรชั่นวาย

Abstract

The objectives of this research were to study (1) environmental consciousness and (2) attitude toward garment purchases, i.e. materialism, social comparison, fashion innovativeness and fashion involvement of Generation Y consumers by using a questionnaire as a data collection tool from 385 Generation Y consumers who bought garment within the past 6 months. The data were analysis by using descriptive statistics, including frequency, percentage, mean, standard deviation and inferential statistics was multiple regression analysis. The results showed that most of the respondents were female, aged between 28-32 with bachelor's degree education. They worked in private companies with and an average monthly income about 20,001-30,000 baht. The study found that Generation Y consumers have the highest level of environmental consciousness. The factor of attitude towards purchase in terms of materialism and fashion innovativeness is at a high level, social comparison and fashion involvement is moderate. The results of multiple regression analysis revealed that the factors influencing garment purchase intention were attitude toward purchase, the first is fashion involvement (ß = 0.364), the second is materialism (ß = 0.233) and the third is social comparison (ß = 0.145) with statistically significant level of 0.01. However, environmental consciousness and fashion innovativeness did not affect the purchase intention. All independent variables can predict the garment purchasing intention of Generation Y consumers for 53.9 % (R2 = 0.539) According to research, Generation Y consumers are interested and accepting about fashion which becomes an important. The materialism is high level. They are emotionally happy when they own garment that they want. Including paying attention to the fashion of celebrity. When they decide to buy garment, emotion is motivation.