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研究生: 齊立鵬
Kittiphop Khanthawee
論文名稱: 泰國Instagram使用者對在地服裝品牌的顧客購買意圖決定因素之研究
A Study on Determinants of Customer Purchase Intention toward Local Clothing Brands for Instagram Users in Thailand
指導教授: 周世玉
Chou, Shih-Yu
口試委員: 洪秀瑜
Hung, Hsiu-Yu
蔡明志
Tsai, Ming-Chih
周世玉
Chou, Shih-Yu
口試日期: 2023/06/05
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2024
畢業學年度: 112
語文別: 英文
論文頁數: 49
英文關鍵詞: brand awareness, product uniqueness, perceived value, brand trust, purchase intention, private label clothing, private brand, brand store, local brand, s-commerce, Instagram
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202400017
論文種類: 學術論文
相關次數: 點閱:76下載:5
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  • The number of Thai local clothing brands on social commerce has grown dramatically in the last few years. Southeast Asia is the largest s-commerce market and has lots of active social media users which shows Thailand has a big opportunity for growing in social commerce. Many Thai local clothing brands use the feature of Instagram to start their fashion business and reach their target audiences. Hence, this effect on Thai local clothing brands on Instagram has a very high competition. Many brands are successful and many brands have to close down. This reason becomes the purpose of this study, to explore how brand awareness, product uniqueness, perceived value and brand trust affect consumer purchase intention.

    TABLE OF CONTENTS Acknowledgements i Abstract ii Table of contents iii List of figures v List of tables vi Chapter 1 Introduction 1 1.1 Research background and Motivation 1 1.1.1 Background and Motivation 1 1.1.2 Objective 2 1.1.3 Research Question & Purposes 2 1.1.4 Thesis Outline 2 Chapter 2 Literature Review 4 2.1 Private Label Clothing or Local clothing brand 4 2.1.1 Private Label Clothing Definition 4 2.1.2 Thai local clothing brand 4 2.2 Social Commerce 6 2.3 Brand awareness 11 2.4 Product Uniqueness 12 2.5 Perceived Value 13 2.6 Brand Trust 14 2.7 Consumer Purchase Intention 14 Chapter 3 Methodology 16 3.1 Research Framework 16 3.2 Measurement 17 3.2.1 Thai local clothing brand on Instagram 17 3.2.2 Brand Awareness 17 3.2.3 Product Uniqueness 17 3.2.4 Perceived Value 18 3.2.5 Brand Trust 18 3.2.6 Purchase Intention 18 Chapter 4 Research Result 21 4.1 Descriptive Statistics 21 4.2 Reliability and Validity Analysis 22 4.3 Structural Model Estimation and Hypothesis Testing 25 4.4 Meditating Effect Testing 27 4.5 Effect Analysis 28 Chapter 5 Discussion and Conclusion 29 5.1 Discussion 29 5.2 Contributions 29 5.3 Managerial Implications 30 5.4 Limitation and Future research 31 References 33 Appendixes 42

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