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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1997

Title: Choice Decisions toward Online/Off line Shopping of Second Hand Luxury Brands in Bangkok, Thailand
Authors: Paweena Sengmanee
Keywords: Second hand
luxury brands
Choice decisions
Bargain hunting
Marketing mix
Issue Date: 2016
Publisher: Bangkok University
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.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1997
Appears in Collections:Independent Studies - Master

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