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Influences of Consumer Behavior for Fast Fashion Industry in Thailand

Dolnapa Tumwattana1 and Dr.Tipparat Laohavichien2

Abstract
This research objective is to examine the relationship of online shopping motivation, which is
included of information-oriented and socially oriented motives, and social shopping attention which are
described in the context of perceived utilitarian and hedonic value, including the concept of Self-efficacy that
was described as antecedents of the consumer purchase behavior. Social Learning Theory and Social
Cognitive Theory were discussed as a model selected to construct a conceptual framework. The sample were
purposively selected, which consisted of 400 shoppers of Fast Fashion brands and products who are fluent
with the Internet, searching for information online and have family or friends who help in making a purchase
decision. The questionnaires were used as a research tool and the data were analyzed using mean,
frequencies, descriptive statistics and regression analysis. The results indicated significant influence between
variables studied with statistical significant p-value of 0.05.
Key Word: Fast Fashion, Social Media, Online Shopping Motivation, Self-Efficacy, Purchase Behavior

Introduction
Online social networking has become one of the most popular activities (Prescott, 2006) and a
cultural phenomenon (Mew, 2006); nowadays young consumers spend their free time online instead of
watching television, listening to the radio, reading magazines or newspapers; it is where people create
personal profile pages, describe interests, share thoughts and connect with other people (Lenhart & Madden,
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2

Ph.D. student in Business Administration, Kasetsart University; email: dreamy308@hotmail.com

Assistant Professor, Department of Operations Management, Kasetsart University; email: tiptee@hotmail.com

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2007; cited in Cox, 2010). People are engaged in online social networking for the purposes of communication,
searching for information, and shopping for products and services, where the purchase decision-making
process is made. Nowadays, Internet offers great convenience to consumers and a massive amount of
information on brands and products they want to buy, but a purchase decision process can sometimes be
frustrated when consumers lack confidence and sources of information that are creditable, which leads to a
hesitation to the consumers purchase and of course a lost sale for retailers (Freedman, 2007, 2009). It is also
important to understand types of online contents that can reduce risk and uncertainty in consumer purchase
decision. Therefore, in order to wrap up a purchase decision- making process, marketers need to understand
social shopping environment, motivation and attention as well as the consumer purchase behavior.
In Thailand based on NSTDA news, NECTEC stated that Thai consumers make purchases to products
online 57.2% in 2012 increased from 47.8% in 2011. An increasing numbers of online merchants indicates that
Thai consumers social shopping behavior shifted to the next stage, where consumers start to search online
for brands and products they want to buy in order to perform a decision to purchase (NSTDA, 2556).
Moreover, Intage Thailands survey indicated that 64% of Thai consumers utilize online medias to search for
fashion-related information. Therefore, it is important for fast fashion retailers to understand the underlying
influences of social shopping on consumer decision-making process in order to promptly react to a growing
numbers of online and social shoppers. This research focuses on consumer purchase behavior and
understands the likelihood to why customers get online to search and share information about Fast Fashion
brands and products with others. This research uses Social Learning Theory (SLT) and Social Cognitive Theory
(SCT) to discuss as a model selected to construct a conceptual framework.
Social Learning Theory (SLT) posited that people learn and are influenced by others surround them,
including the process of knowledge acquisition or observational learning (vicarious condition), imitation, and
modeling (Bandura, 1977; Ormrod, 1999). The process of observational learning occurs when the in a person
observes the behavior of others in response to certain stimuli and reinforcements. It can be stated that Most
human behavior is learned observationally through modeling: from observing others, one forms an idea of
how new behaviors are performed, and on later occasions this coded information serves as a guide for
action (Bandura, 1997: 22). Learning by observation involves steps in the modeling process, such as
motivation, attention, and memory. Motivation is considered a antecedent to the learning process because
observers will perform an act only if they have some reason to do so. Attention includes modeled events
such as distinctiveness, affective valence, prevalence, complexity, and functional value, which observers
cannot learn from unless they pay attention to the situations they are currently facing. Memory, included of
retention and reproduction, explains observers ability to remember what they pay attention to and when
the behavior repeats that is when the model is demonstrated.
Shopping motives are factors that lead to an outcome of consumer purchasing behavior which are to
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satisfy consumer internal needs (Westbrook & Black, 1985). In this research, we classified social shopping
motivation into two categories, which are: information-oriented and socially-oriented motives. These motives
occurs when consumers recognize their needs and are looking to search for product information whilst need
social inference and recommendation from others to help reduce risk of uncertainty in the decision-making
process. Many researchers agree in the studies of online social media use that information-oriented motives
are when consumers seek for information and need information exchange from others (Papacharissi and
Rubin, 2000; Flanagin and Metzger, 2001; Ray, 2007 and Nadjm, 2007). Socially-oriented motives for online
social media use studies are included of interpersonal utility (Papacharissi and Rubin, 2000), social bonding
and relationship maintenance (Flanagin and Metzger, 2001), social utilitly (Ray, 2007) and to make friends and
belong to the a social group (Nadjm, 2007). Other motives are such as to kill time, for convenience and
entertainment (Papacharissi and Rubin, 2000), to play or for leisure and persuasion, problem solving and to
create status or to gain insights (Flanagin and Metzger, 2001), to entertain (Ray, 2007), and to be popular, selfimproved and entertained (Nadjm, 2007).
Shopping experience can be emphasized into Utilitarian and Hedonic values. The utilitarian aspect of
consumer purchasing behavior is to satisfy needs in terms of functional and economic need, such as price
savings, time saving, and convenience, and shopping experience are task oriented, rational, deliberate, and
efficient activity (Babin et al., 1994). Perceived utilitarian shopping value also depends on whether customers
need and shopping experience were accomplished, that is when a product is purchased in a deliberate and
efficient manner. In contrast, the hedonic aspect of shopping is identified as a positive shopping experience
where consumers just enjoy activity even if there is no purchase accomplishment (Holbrook & Hirschman,
1982). Therefore, Hedonic value is more subjective and personal than its utilitarian value whilst results from
fun and entertainment as opposed to task completion. Hedonic value reflects the potential entertainment
and emotional appeal of the shopping experience.
A study has shown that brand recognition is higher for prominently placed familiar brands than for
prominently placed unfamiliar brands (Brennan and Babin, 2004) and showed that familiar brands are easily
be noticed by consumers (DeLorme and Reid, 1999). It is suggested that brand familiarity enhances memory
of placed brands. Some other research in advertising suggests that familiar brands can easily be recalled than
brands that are less familiar (Johar & Pham, 1999; Nedgunadi, 1990; cited in Ian Brenan and David McCalman,
2011). Those who watch around for brands and know more brands, they would become more familiar with
the placed brands. Nelson and McLeod (2005) found that consumers with high level of brand consciousness
show greater awareness and liking towards product placed and advertised than consumers with low level of
brand consciousness (cited in Kesha K.Coker, 2010). According to Park and Stoel (2002), both internal
information, such as brand familiarity and prior shopping experience and external information such as website

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information and information search may increase consumers intentions to shop and repurchase on the
Internet, which generally leads to the purchase stage of decision making (Park, J., 2002).
Bandura proposed the concept of self-Efficacy in 1977 and the Social Learning Theory (SLT) concept
was disproved by a new theory called Social Cognitive Theory (SCT) in 1986. The Social Learning theory
proved cognitive processes mediate social learning and change human behaviors. Self-efficacy is achieved
when the learner identifies their ability to perform. Learning most likely occurs if there is a close identification
between the observer and the model and if the observer also has a good deal of self-efficacy (Bandura,
1988). SCT describes learning as the interrelation between behavioral, environmental, and personal factors
(Bandura, 1986). The theory explains how people acquire the behavior patterns and how experiences,
environments and behaviors affect their learning. The relationship between the person and behavior includes
the influences of a persons thoughts and actions. The relationship between the person and the environment
includes human beliefs and cognitive competencies of the social influences and its structures within the
environment. The relationship between the environment and behavior includes a persons behavior
determining the aspects of their environment and modified by that environment. Thus, SCT is helpful for
understanding and predicting both individual and group behavior that can be modified and changed. Selfefficacy is based in the positive thinking about their confidence on competent and effective to accomplish
some task and overcome difficulties (Bandura, 2000). The level of competency needed for a given behavior to
be successful might ultimately influence whether or not a person performs that behavior. For example, a
consumer might need to believe that the purchase of a certain product will make a difference. The level of
competency in one's control over the outcome might be higher for private benefits than public ones.
Consumers might believe they can do something about their health by buying produce, but not feel they can
affect a public good.

Purposes of the study

1. To study the influence of Consumers Online shopping motivation towards Online shopping
attention for Fast Fashion Brand/products
2. To study the influence of Consumers Online shopping attention towards Self-Efficacy for Fast
Fashion brand/products
3. To indicate the relationship and strength of Brand Familiarity as moderators to the influence of
Social shopping attention towards Self-Efficacy.
4. To study the influence of Self-Efficacy towards Consumers purchase behavior for Fast Fashion
brand/products

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Methods
Population/Sample
The researcher purposively selected 400 samples from 5 malls in Bangkok (Siam Paragon, Central
World, Central Ladprao, Fashion Island, and Future Park Rangsit) where groups of customers for Fast Fashion
shop and may generate the purchase behavior. The population of this study is shoppers of Fast Fashion
brand/products who are fluent with the Internet, searching for information online and have family or friends
who help in making a purchase decision. They engage in social network and web community sites, such as
Facebook, Instagram, and Linkedin, etc.
Sampling Method
The researcher used Quota sampling method to proportionately allow these 5 groups of population
an equal chance for every sample unit to be selected; 80 questionnaires will be handed out at each selected
mall. A screening question excluded unqualified participants who had never used any social media websites
to search for Fast Fashion product/brands. Those who answered yes to the question are invited to
continue the survey; those who chose no were told to stop.
Data Collection Procedure
The questionnaire is consisted of 5 parts total of 39 qustionnaire items. The first part asked about
consumer social shopping behvior (item 1-5). The later parts asked about consumers online shopping
motivation (item 6-13), online shopping attention (item 14-19), brand familiarity (item 20-23), self-efficacy and
their purchase behaviors on fast fashion brand/products (item 28-35). The last part asked general
demographic information of the participants (item 36-39).
Data Analysis
Linear Regression analysis was employed for this study. Characteristics and general social shopping
behavior of the sample were discussed using frequencies and mean. Descriptive statistic was used to
centralize the mean data; then, multiple linear regression analysis was used to test the interaction effect of
the moderator.

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Results
Table 1: Summary of the regression analysis
Objective of the Study
1. Online shopping motivation influence on online shopping
attention for Fast Fashion brand/products
2. Online shopping attention influence on self efficacy for fast
fashion brand/products
3. Brand familiarity moderates the influence of online shopping
attention on self-efficacy
4. Consumers perceived self-efficacy influences on consumer
purchase behavior for fast fashion brand/products
*sig 0.05

Adjusted
R Square

p-value

Results

0.322

0.000*

Supported

0.326

0.000*

Supported

0.128

0.000*

Supported

0.348

0.000*

Supported

All of the results were accepted at proposed in the objectives of the study and indicated p-value of
less than 0.01, better than the significant value tested of 0.05. In objective 1, the result indicates that online
shopping attention is significantly influenced by online shopping motivation for fast fashion brands and
products at 32.2%, the rest is explained by other factors. The result in objective 2 indicates that 32.6% of the
variance is being account for the tested model that online shopping attention has an influence on SelfEfficacy for Fast Fashion brand/products, while the rest is explained by other factors. Objective 3 tested the
interaction between variables that has brand familiarity as a moderator towards the influence of online
shopping attention on self-efficacy; this interaction is explained by 12.8% while the rest is explained by other
factors. Last is the indication for objective 4, the result shows that consumers perceived self-efficacy
influences on consumer purchase behavior by 34.8% while the rest is explained by other factors.

Discussions
This study questions about the consumer social shopping behavior and their decision making on Fast
Fashion brands and products under several main constructs, such as Online shopping motivation which
included of information-oriented motive and socially-oriented motive, Online shopping attention in terms of
perceived utilitarian value and hedonic value, self-efficacy with the Brand familiarity as a moderator and
consumer purchase behavior. The results indicate that online shopping motivation has a direct effect on
shopping attention. Self-Efficacy was influenced directly by online shopping attention and can be explained
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with higher explanatory power when brand familiarity acted as a moderator. We also found that an overall
purchase behavior has an influence from Self-Efficacy. Therefore, all of the findings are consistent with the
objectives.
The implication of this research study indicated that when consumers search for information, they
often gain useful information for their shopping experience and when consumers are engaged in social
shopping with others or get reviews and recommendation from others, they often perceive enjoyment
towards their shopping experience as well. The results show that online shopping attention that included of
utilitarian and hedonic values significantly influence on perceived self-efficacy. The stronger explanatory
power indicated when customers are familiar with the brand, they are more likely to reduce risk and
uncertainty in the decision-making process and whilst consumer purchase behavior is also predicted by selfefficacy. This study explains that consumers socially learn through observational learning and vicarious
reinforcement. This conceptual studied framework can also be theoretically supported.

Suggestions
The limitations to this study is that we combine two variables, which are information oriented motive
and socially oriented motive, in one construct of online shopping motivation and tested the effect towards
online shopping attention that also consisted of two variables which are perceived utilitarian value and
hedonic value. The future research may investigate each variable independently and test each individual
effect, such as whether information oriented motive and socially oriented motive, has an influence effect on
perceived utilitarian value and perceived hedonic value. Also, the future research may test the influence
effect from each variable of online shopping attention towards self-efficacy individually as well.
Moreover, the variable chosen may introduce some bias that is online shopping behavior maybe
influenced by factors such as uncertainty reduction, preference, or lifestyle, shopping experience,
involvement as opposed to value perception and self-efficacy as a predictor of consumer purchase behavior.
This research can also consider impulse buying, intended WOM behavior and repeated purchase behavior as
additional outcomes. These factors can be studied as a moderator to shopping attention and self-efficacy
whether their effects have more explanatory power towards the purchase behavior.

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