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Nuntasaree Sukato. Research report attitudes and self-image of Thai metrosexuals toward clothing buying . (). Dhurakij Pundit University. Library And Information Center. : , 2009.
Research report attitudes and self-image of Thai metrosexuals toward clothing buying
รายงานการวิจัย เรื่อง ทัศนคติและภาพลักษณ์ของชายไทยกลุ่มเมโทรเซ็กชวลที่มีต่อพฤติกรรมการซื้อเครื่องแต่งกาย
Name: Nuntasaree Sukato
Organization :
Dhurakij Pundit University. Faculty of Business Administration
Classification :.DDC: 658.8342
ThaSH:
Consumer behavior
-- Research
Abstract:
The chief purpose of the research is to examine in some depth the phenomena of Thai Metrosexuals in clothing buying as it suggests that a significant change may be taking place. Presently the male consumer, namely Metrosexuals is becoming an important segment in the field of consumer behaviour. Clothes are selected because the clothing industry is continually growing and clothes are found to be a symbol of self-image. This research is to study what variables are affected in the purchase of clothes for Thai Metrosexuals. Fishbein and Ajzens theory of reasoned action model is employed as a theoretical framework since it is well-accepted theory for predicting consumer behaviour. Based on this theory, the main objective of the study is to examine the influence of attitudes toward clothing buying, self-image, and subjective norm upon purchase intention and the purchase of clothes.
Sample of the study is Thai men aged of 25 to 55 years whose occupation lies into three groups including private sector officer, business owner, and government officer and the education level is at least bachelor degree. A questionnaire survey technique was adopted in this study. The data were collected at leading department stores located in Bangkok metropolitan. 425 complete questionnaires were returned and usable. Afterward, the data were analysed by employing regression analysis in SPSS version 15.0.
In conclusion, the result of the study show that attitudes toward clothing buying, self-image, and subjective norm (work colleagues, close friends, and family members) have positive effects on purchase intention and the purchase of clothes for Thai Metrosexuals.
Dhurakij Pundit University. Library And Information Center
Address:
Bangkok
Email:
library@dpu.ac.th
Role:
ผู้ให้ทุนวิจัย
Created:
2009
Modified:
2553-06-30
Issued:
2010-06-30
งานวิจัย/Research report
application/pdf
CallNumber:
658.8342 N972a
eng
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ใช้เวลา
0.242553 วินาที
Nuntasaree Sukato
| Title | Contributor | Type |
|---|---|---|
| Research report attitudes and self-image of Thai metrosexuals toward clothing buying
มหาวิทยาลัยธุรกิจบัณฑิตย์ Nuntasaree Sukato | Dhurakij Pundit University | งานวิจัย/Research report |
Dhurakij Pundit University