ปัจจัยที่มีผลต่อผู้หญิงวัยทำงานในการซื้อชุดทำงานกึ่งลำลองที่ผลิตจากเส้นใยธรรมชาติผ่านช่องทางออนไลน์

Abstract

This study aims to investigate the factors influencing working women in purchasing semi-casual work attire made from natural fibers through online channels. The target population comprises working women aged 20-60 years who can wear semi-casual work attire to their workplace, are interested in buying such attire made from natural fibers, and have previous experience purchasing clothing online. The sample size consists of 385 respondents, selected through purposive sampling. The data collection tool used was a questionnaire, and the data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics including t-tests and ANOVA F-tests. The study found that the majority of respondents were aged 31-40 years, worked as government officers or employees, and had an average monthly income of 20,001-40,000 THB. The behavior of purchasing semi-casual work attire made from natural fibers revealed that most respondents had previous experience purchasing such attire and preferred cotton fabric the most. They typically bought individual pieces for mix-and-match purposes and most frequently purchased elegant casual tops that could be worn to work. The purchase frequency was 2-3 times per month, with an average spending per purchase of 501-1,000 THB. Most purchases were made through the Lazada e-commerce platform. The factors influencing the purchase of semi-casual work attire made from natural fibers through online channels were found to be highly significant overall. Price was rated the most important factor, followed equally by product and marketing promotion, and lastly by the distribution channel. Differences in age, income, and occupation led to varying levels of importance placed on the factors of product, price, distribution channel, and marketing promotion, with statistically significant differences at the 0.05 level.