Factors Affecting Intention of Online Fashion Consumption of Gen Z during Covid-19 Pandemic

This study investigated factors influencing intention of online fashion shopping of consumers in Generation (Gen) Z during Covid-19 pandemic. The sample of this research was students in Gen Z, attending at a large private university located in Pathum Thani province, Thailand. The total sample of 324 survey questionnaires were gathered. Most of the respondents were females at the age of 20 years old. They typically paid around 10,001 to 20,000 baht for their monthly expenditures. Mostly they were interested in buying fashion items such as shirts, shoes, pants online, which would probably cost more than 601 baht per one purchase. They would do their online shopping through pomelofashion.com, topshop.com, or Zalora.com. Nevertheless, most of them would not stay loyal to only one or any particular website or application for online fashion shopping. Their preferred SNSs were Facebook, Instagram, or Line. This research utilized the descriptive statistics and multiple regression analysis. It was founded that emotional value, good value, prestige, and attitude towards online fashion shopping consumption had positive impact towards intention of online fashion consumption of Gen Z consumers during Covid-19 pandemic.