INFORMATION-SEEKING BEHAVIOR AND ATTITUDE, AND INFLUENTIAL PEOPLE AFFECTING FASHION CLOTHING PURCHASES ON GOOGLE SEARCH IN THAILAND

Abstract

This study aims to: 1) To explore the relationship between information-seeking behavior, attitudes, and influential people and the purchase of fashion clothing via Google Search in Thailand, and 2) To investigate the information-seeking behavior, attitudes, and the influential people on the purchase of fashion clothing. The study employed quantitative research methods. The sample consisted of 385 individuals who had purchased fashion clothing via Google Search in Thailand, selected using purposive sampling method. The research instrument was a structured questionnaire, and data were analyzed using frequency, percentage, mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The findings revealed that both information-seeking behavior and attitudes had high average score, whereas the influential people of other people showed a moderate average score. The purchase of fashion clothing through Google Search in Thailand also demonstrated a high mean score. Hypothesis testing indicated that 1) Information-seeking behavior, attitudes, and influential people were significantly correlated with fashion clothing purchases via Google Search in Thailand at the 0.01 level of significance, and 2) Information-seeking behavior, attitudes and influential people significantly influenced fashion clothing purchases via Google Search in Thailand at a 0.01 level. These findings can be applied to develop marketing strategies aligned with consumer behaviors and preferences of the target audience purchasing fashion clothing through Google Search in Thailand, thereby enhancing customer reach and boosting online market sales in Thailand.