The Potential Online Fashion Buyers of Gen Z in Thailand

This study aims to investigate the influence of online reviews’ usefulness , volume of online reviews, trust in social networking sites, credibility of online ads, usefulness of online ads, price sensitivity, and security of online fashion shopping towards intention in online fashion shopping of Generation (Gen) Z’s consumers in Thailand. The population of this research was the potential online fashion shoppers who were Generation Z studying at two private colleges located in Bangkok and Pathum Thani province. The total samples of 432 respondents were collected using survey questionnaires. Most of the respondents were females around 22 years of age. Most of them were senior students studying in School of Business Administration and Accounting. They mostly spent around 10,001 to 20,000 baht per month for their living expenses. Most of them spent 3-4 hours online. If they had wanted to purchase online fashion, they would choose to buy more than 601 baht per time. They might be interested to buy shirts, pants, or shoes at pomelofashion.com, Zalora.com, or topshop.com. However, most of them had not been loyal to any specific website or application to do online fashion shopping yet. If they had wanted to purchase clothes online, they would choose to transfer money online. Most of them used Facebook or Instagram for their SNSs. The descriptive statistics and multiple regression analysis were used. The researchers found that price sensitivity, security, and volume of online reviews had positive impact toward intention in online fashion shopping of Gen Z ’s consumers.