Analysis on Behavioral Patterns of Fashion Products Buyers through Internet in Muang District, Chiang Rai Province

Abstract

The aims of this study was to investigate behavioral patterns of Fashino Products Buyers through Internet in Muang District, Chiang Rai Province. The samples were 30 buyers who always buy the fashion products through internet in Muang District, Chiang Rai Province. Semi-structure interview was employed as a means to collect the data, and content analysis was used to analyze the interview data in order to categorize the behavioral patterns of fashion products buyers through internet in Muang District. The findings showed that behavioral patterns of fashion products buyers through internet held distinctive characteristics, that was quiet, self-contained, did not pay attention on other people’s affairs, set firm’s goals for their life, dedicated their time mainly for work, and aimed at success in job achievment. This could be observed from their activities and interests in that work was the priority in their life as they believed that having a good job with high ranking position and high paying salary would be considered as a successful person. They also believed that a job was a competence challenging activity, or holding a job incompatible with their competence would provide new area for learning new things and expand the level of working experience. Therefore, this would lead to job promotion and an increase of salary. In this manner, they were able to acquire the ability to search for new information, new methods, and new working protocol in an effort to exploit with their job. Most of their time was spent on works. The key characteristics of the online shoppers were quiet, unsociable, and self-contained that directly resulted into their distinctive consumption behaviors in that they were refrain from going out from home to buy things at a crowed shopping place. So, online shopping was their convenient channet as they could shop any product and anytime without leaving their home. In addition, their routine activities and interests showed that the online shoppers spent their time on surfing the internet with the regular basis for 1-2 hours a day in order to consume recent news. So, they could receive updated news and information, as well as products’ advertisement quickly and easily.