| dc.description.abstract | According to the growing and highly competing of textile and apparel industry in
Thailand, producers has to adopt of new technology to invent new products.
Antimicrobial apparel such as baby clothes, socks and underwear are innovative product
that has antibacterial fiber. However, perception and use of such products are not very
widespread, so I am interested in studying the factors that affect to the buying
antimicrobial apparel behaviour of the consumers living in Bangkok metropolitan by
following concept of Rogers Everett (1976).
This study was done by quantitative methodology with close-ended questionnaires,
gathering 384 sampling from consumer living in Bangkok who have bought antimicrobial
apparels. Data were analysed using descriptive statistics such as frequency,
percentage, mean, standard deviation, hypothesis testing was by multiple regression
techniques. Independent variables are consumer characteristics, innovative factors,
sociological and communication factor. Dependents variables are buying behavior in
antimicrobial apparel of consumer under seasons, price, times, place and frequency of
buying with confidence interval of 95 percent.
The results were that the buying majority were female, mostly employed in private
company, aged between 32–38 years old with bachelor’s degrees and monthly income
20,001-30,000 baht. Most of buyers referred to antimicrobial apparels as they can buy
as frequently as any times for all year round. Most buyers bought from department
stores, 3-4 times in every 3 months with the spending less than 1,000 baht each time.
When proving personal factors affecting consumers' buying behaviour, it found that
consumers with different gender, age, and occupation have a statistically significant
effect on the frequency of buying behaviour at .05 level and consumers with different
incomes have have a statistically significant effect on place and frequency of buying
behaviour at .05. The study has resulted in differences in purchasing behaviour such
products.The buying behavior of antimicrobial apparel of consumer in Bangkok
metropolitan has related to innovative factor in very low range and sociological factor in
low range. Model of this relationship are Y= 0.980 + 0.274 (X1) + 0.429(X2 X1 is innovative
factor X2 while is sociological factor and Y is buying behavior in antimicrobial apparel
of consumer in Bangkok metropolitan. All hyprothesis testings are under statistical
confident interval level of 95 percent | en_US |
