การวิเคราะห์ลักษณะของลูกค้าในอำเภอเมืองเชียงใหม่ในการซื้อเสื้อยืดผ่านเฟซบุ๊กและอินสตาแกรม

Abstract

The independent study aimed to analyze the characteristics of customers in Mueang Chiang Mai District Towards purchasing T-shirts via Facebook and Instagram. A set of questionnaires was used as a tool to collect data from 300 respondents by using quota sampling method. Data were collected from 150 customers who bought I-shirts via Facebook and 150 customers who bought I-shirts via Instagram. Preliminary data analysis was applied by using descriptive statistics: frequency and percentage. Customer profile analysis derived from inferential statistic, i.e. chi-square test. The results revealed that demographic variables that could be used to describe the profile of customers who bought I-shirts via Facebook and Instagram included gender, age, status, education level, occupation, and average monthly income. In terms of T-shirt purchase behavior, there were variables that can be used to describe customer profile consisted of I-shirt style, type of clothing purchased with T-shirt, purchase price of T-shirt, online channel to buy I-shirts, time to buy T-shirt, the most influencing people to buy I-shirts, what drives the demand for I-shirts, media formats that stimulate demand for I-shirts, where to find more information about I-shirts, a reliable source for finding information on T-shirts, characteristics of comparing information before making decision to buy a T-shirt, T-shirt purchase decision behavior and satisfaction level after purchasing T-shirts.