Factors positively influencing online review intention of fashion clothing buyers in Ramkhamhaeng areas in Bangkok via Facebook

Abstract

The purpose of this paper was to examine the independent positively influencing online review intention of fashion clothing buyers in Ramkhamhaeng areas in Bangkok via Facebook. Those independent factors were price advantage, perceived of use, hedonic motivation, subjective norms, electronic word of mouth (e-wom), trust, satisfaction positively influencing online review intention of fashion clothing buyers via Facebook. A total sample of 246 respondents who were in Ramkhamhaeng Road in Bangkok were collected with a survey questionnaire. Almost all were females aged 25-34 years old, singles, and having bachelor degrees. They spent on average less than 1,500 baht when purchasing fashion clothing from any source and they spend less than 500 baht per time for purchasing online. They bought shirts as a fashion clothing via Facebook on online shopping. The data set utilized descriptive statistics and multiple regression analysis. The researcher found that subjective norms (β = 0.201), e-wom (β = 0.215) and trust (β = 0.364) accounted for 54.1% positively impacting online review intention of fashion clothing buyers via Facebook with statistical significant at .01.