Author(s): Win Min Thein, Zaryab Sheikh, Samrat Ray and Kumar D
Purpose – The purpose of this study is to investigate the aspects that may influence individuals’ behavioural intentions to purchase fashionable clothing in Thailand. Design/methodology/approach: The behavioural intention to purchase fashionable clothing items among Thai young adults motivated the conduct of this study. We gathered data from 224 individuals, aged 18 to 45, and using structured questionnaires from a diverse population of university students, workers, and professionals across different industries in Thailand. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to analyse the validity and reliability of indicators and corresponding constructs. Additionally, structural equation modelling (SEM) was applied to validate the hypothesised model and research hypotheses using SPSS and AMOS software. Findings - The data analysis revealed that the accessibility of information considerably mediates the association between fashion involvement and the behavioural intention to purchase fashion clothing. Contrary to the prediction, fashion involvement had no direct influence on young adults' behavioural intention to purchase fashion clothing items in Thailand. The article finishes with an overview of the significance of the findings and future research directions. Originality/value – This study provides empirical insights from the individual perspective of social media platforms into the drivers of fashion clothing purchasing behaviour among young adults in Thailand.