Factors Influencing Efficiency of Online Purchase of Gen Z Customers in Pathum Thani Province of Thailand

Prasertsith, Krisawan; Kanthawongs, Penjira

doi:10.1109/icbir54589.2022.9786507

Cited by 2 publications

(3 citation statements)

References 21 publications

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“…The selected range of consumers fails to consider incurring huge debt amounts. Furthermore, the range could be considered to account for about seventy percent of the entire country's consumption development which is a huge chance as a consumer segment that is not affected by the sensitivity of prices (Prasertsith & Kanthawongs, 2022).…”

Section: Chinese Millennial Consumers' Purchase Behaviormentioning

confidence: 99%

“…Hence, marketers need to implement and develop strategies that could decrease luxury products or service consumption from display health and status-seeking based on motives of success (Chetioui, et al, 2019). During the promotion of luxury products, the focus is usually based on a medium for meeting the needs of consumers like self-esteem and self-respect (Prasertsith & Kanthawongs, 2022) while underplaying the advantages concerned with the constructs. Furthermore, the pioneer manufacturer could provide lower-end services or products since they will decrease the demand for luxury products, particularly counterfeit ones (Imran, et al, 2018).…”

Section: Theory Of Planned Behavior In the Fashion Luxury Industrymentioning

confidence: 99%

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An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Sun

2023

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Fashion brands establish and leverage their brands to gain market share and client loyalty. Co-branding alliances are marketing techniques that employ various brand names on a single good or service, which suggests a strategic partnership between various businesses. This study’s goal is to discover what elements influence Chinese millennial customers to buy co-branding. In terms of methodology, an interpretivist philosophy and an inductive methodology were applied. The majority of the data was gathered qualitatively, and content analysis was employed as a method for analysis. To collect empirical primary data, structured video interviews were conducted via WeChat, and open-ended questions were asked. According to the findings, the design of the product and social media recommendations are the most important factors influencing Chinese millennial consumers to purchase luxury co-branded products.

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Section: Chinese Millennial Consumers' Purchase Behaviormentioning

confidence: 99%

Section: Theory Of Planned Behavior In the Fashion Luxury Industrymentioning

confidence: 99%

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Sun

2023

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“…Augmented Reality offers an interaction between the virtual world and the real world. Markers will interact with the database to display audio-visual information in the form of text, video, threedimensional objects, or animations (Prakash Yadav & Rai, 2017;Prasertsith & Kanthawongs, 2022). This technology enables audio-visual delivery in a limited print space by adjusting the area of the marker as needed.…”

Section: Introductionmentioning

confidence: 99%

Combating Excessive Food Consumption Through Augmented Reality Packaging: An Explorative Study of Generation Z

Masnar

Hidayah²,

Rachmah

et al. 2023

JKM

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In 2020, The Indonesian Food and Drug Authority published Front of Pack Nutrition Labelling to ease consumers decide their diet preferences. In line with this effort, digital campaigns can effectively educate society and reduce the high consumption of Sugar, Salt, and Fat (SSF) in Indonesia. This research discusses the effectiveness of SSF consumption restriction messages delivered using Augmented Reality (AR) technology. This research uses a quantitative descriptive method. The data were collected from randomly selected 100 youngsters living in Jakarta, Bogor, Depok, Tangerang dan Bekasi (Jabodetabek) area and followed by the EPIC (Empathy, Persuasion, Impact, and Communication) model analysis. All four dimensions of EPIC fell on effective category within range 4.23-4.29 out of 5.8. These findings suggest that, in general, the advertisement for limiting the consumption of SSF with Augmented Reality media stands in the very effective category with a final score of 4.25 and represent that AR application in packaging can effectively be used for promoting or advertisising particular information.

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Factors Influencing Efficiency of Online Purchase of Gen Z Customers in Pathum Thani Province of Thailand

Cited by 2 publications

References 21 publications

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Combating Excessive Food Consumption Through Augmented Reality Packaging: An Explorative Study of Generation Z

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