FACTORS INFLUENCING PLUS-SIZE CLOTHING PURCHASE DECISIONS VIA TIKTOK

Abstract

This research aims to study the factors influencing the decision to purchase plus-size clothing through the TikTok application in Bangkok and its metropolitan area. The study focuses on three key factors: product quality, perceived enjoyment, and perceived ease of use, which are hypothesized to affect purchase intention. The sample group consisted of 385 consumers aged between 18 and 60 who had previously purchased plus-size clothing via TikTok. Data were collected through questionnaires and analyzed using descriptive statistics and multiple regression analysis at a significance level of 0.05. The results showed that the majority of respondents were female, aged 21-30, single, held a bachelor's degree, worked as company employees, and had an average monthly income of 20,001-30,000 baht. Respondents rated product quality (Mean = 4.03), perceived enjoyment (Mean = 3.89), and ease of use (Mean = 4.09) at a high level, along with their purchase intention (Mean = 4.02). The hypothesis testing revealed that all three factors had a statistically significant influence on the purchase intention of plus-size clothing via TikTok (Sig. = 0.000), showing a positive relationship with purchasing behavior.