Interplay of Personal Attitudinal Constructs towards Online Fashion Products, Consumer Decision-Making and Image Branding: The Case of Online Fashion Products in Thailand in COVID-19 Pandemic

When it comes to online fashion, this research focused on the interaction between three factors: preferences for online fashion goods, consumer buying choices for online fashion products, and brand image. A descriptive correlational approach was used. A total of 184 sampled active online purchasers of fashion items from a population of 350 online buyers in Thailand participated in the research. The study was carried out with the use of tools that had been adopted. Descriptive data showed that respondents had a high preference for online marketing, a positive attitude towards online fashion goods, a high degree of consumer buying choices towards online fashion products, and a high preference for favorable brand image in the research. There were significant variations in respondents' preferences for online shopping as well as attitudes toward fashion items and consumer purchase decisions based on age, civil status, education, monthly income, and profession, according to the results of a test of difference. A further connection test revealed that respondents' liking for online marketing tends to improve their attitude toward online fashion items and consumer buying choices. In the end, the results of multiple regression analysis revealed that age, civil status and education level, online marketing approach, attitude towards online fashion goods, and brand image and attitude are all predictors of buying choices. The study's practical consequences for an internet business are addressed. The study's practical consequences for an internet business are addressed.