KEY FACTORS INFLUENCING ONLINE FASHION PURCHASE INTENTION AMONG THAI CONSUMERS: EVIDENCE FROM SECOND-ORDER CONFIRMATORY FACTOR ANALYSIS
KEY FACTORS INFLUENCING ONLINE FASHION PURCHASE INTENTION AMONG THAI CONSUMERS: EVIDENCE FROM SECOND-ORDER CONFIRMATORY FACTOR ANALYSIS

Summary/Abstract: Amid economic downturns, Thai e-commerce continues to expand, with online fashion retailing contributing 10.9% to total consumer e-commerce spending and representing a rapidly growing segment of the nation's digital economy (Statista, 2025). In this context, the current study sought to investigate the factors that affect online fashion purchase intention (OPI) among Thai consumers, using a mixed-methods approach that integrated a Rough Set e-Delphi method with 21 fashion industry experts and a survey of 689 online fashion consumers. Eight factors were investigated: Advertising Disposition (ADD), Hedonic Shopping Drive (HSD), Social Bonding Drive (SBD), Advertising Intrusion (ADI), Click-Through Act (CTA), Product Appraisal (PAP), Social Reference Power (SRP), and Online Purchase Intention (OPI). Confirmatory Factor Analysis (CFA) produced high reliability and convergent validity (Composite Reliability (CR) = .93-.95 and Average Variance Extracted (AVE) = .72-.80). CFA models with both first and second-order factor structures had adequate fit to the data (CFI = .975 - .980; RMSEA = .043) and factor loadings in the higher-order model ranged from .91 to .97, supporting a strong hierarchical structure. The developed measuring instrument could be applied to gauge online fashion purchase intention in today's digital market, and this study provides a theoretical foundation for further studies on digital business. Pragmatically, the findings are relevant to online fashion entrepreneurs and digital marketers who wish to adapt to consumer needs and expectations in the digital marketplace.

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