DEVELOPMENT OF A CAUSAL FACTOR MODEL INFLUENCING ONLINE PURCHASING DECISIONS FOR PLUS-SIZE WOMEN'S CLOTHING IN BANGKOK

Abstract

This research aims to study the factors influencing marketing strategies aligned with digital consumer behavior, the creation of content tailored to the digital target audience, target market customer management, and digital communication strategies in relation to the decision-making process for purchasing plus-size women's clothing online in Bangkok. This study employs a mixed-methods research approach, utilizing quantitative research through surveys conducted among plus-size women in Bangkok and qualitative research through in-depth interviews with business operators and digital marketing professionals. The research results found that the important factors that influence online purchasing decisions are 1) marketing that is consistent with digital consumer behavior, 2) creativity that is in line with target groups, 3) target market customer management, and 4) digital technology communication strategies. In addition, the results of the causal model analysis found that these factors significantly affect consumer satisfaction, trust, and purchasing decisions. This study provides practical recommendations for plus-size women's clothing businesses. The focus is on developing digital marketing strategies that can effectively respond to the needs of this consumer group. In addition, the research results can be used as a guideline for entrepreneurs who want to increase the competitiveness of their plus-size clothing businesses in the online market.