Service Marketing Mix and Influencer Characteristics Influencing Online Fashion Purchase Decisions in Bangkok Metropolitan Area

Abstract

The unprecedented rise of e-commerce has altered the way Thai consumers approach fashion consumption. This study investigates how elements of the Service marketing mix (7Ps), and influencer characteristics collectively shape purchase decisions in Bangkok metropolitan fashion market. A quantitative survey of 400 respondents, all of whom had experience purchasing apparel via TikTok Shop, Shopee, or Lazada, was conducted. Data were analyzed using Descriptive Statistics, Independents Sample t-test, One Way ANOVA and Multiple Regression Analysis. The results showed that the majority of respondents were female, aged 18 to 25 years, with moderate income levels, and regularly purchased fashion products online via social media platforms. The findings revealed that age and income significantly affected purchase behavior, with younger consumers and those with moderate incomes exhibiting higher purchase intentions than other groups. Moreover, regarding the marketing mix, product quality, efficiency of the purchasing process, and physical evidence significantly influenced consumer purchase decisions. In terms of influencer attributes, credibility and expertise were identified as key factors influencing consumer trust and purchase confidence. These findings highlight the importance of product reliability, seamless purchasing processes, effective digital presentation, and strategies that foster consumer trust and leverage demographic targeting to enhance consumer confidence and competitiveness in the fashion e-commerce sector.