อิทธิพลของกลุ่มอ้างอิงต่อพฤติกรรม การบริโภคเสื้อผ้าแฟชั่นของวัยเด็กตอนปลาย

Abstract

This research aims to study: 1) influences of reference groups and tweens’ fashion clothing buying behavior, 2) relationship between reference groups and tweens’ fashion clothing buying behavior, and 3) influences of reference groups on tweens’ fashion clothing buying behavior. Using a quantitative research method, data were collected from 400 tweens, aged 9-12 years old, studying in private schools in Bangkok, during April 2015. Results showed that the three reference groups (parent, peer and celebrity) influence tweens’ fashion clothing buying behavior with, but parents having the most influence compared to others. It was also found that tweens in Bangkok involved in fashion clothing, have a good attitude toward fashion clothing, and intend to buy fashion clothing in the future. However, tweens have less fashion innovativeness. In addition, the reference group influences are positively related to tweens’ fashion clothing buying behavior. Apart from these results, peer and celebrity also have influ- ences on all behavioral aspects studied in the research (i.e., tweens’ involvement, attitude, fashion innovativeness and purchase intention) while parents only influence tweens’ attitude and purchase intention.