Choice Decisions toward Online/Off line Shopping of Second Hand Luxury Brands in Bangkok, Thailand

Abstract

The objectives of this study are to study choice decisions toward online/off line shopping of Second-Hand Luxury Brands in Bangkok, Thailand. The closed ended questionnaire was used to collect data and the content validity and Cronbach’s Alpha reliability test was 0.797 from 30 participants contributions. Moreover, 400 participants, who are customers from offline in Siam square and Sukhumvit areas and online in Siam brand name website and LV lover Thailand group in Facebook, were asked to fill out questionnaire. The statistic methods were categorized into multinomial logistic regression, cross tabulation method and influential statistic methods. The influential statistic methods were multinomial logistic regression and factor analysis. The result found that all factors consist of four Ps in marketing mix (product, price, place and promotion) and bargain hunting significantly influence choice decisions toward online/off line shopping of second hand luxury brands. Moreover, the most impact factors are reliable place, quality of product with reasonable price both on online and offline channel.