Online Shoe Shopping in PHP

This research was aimed to study factors impacting frugal shopping behavior of online fashion consumption of Gen Z in Thailand. This research paper focused on the students in Gen Z in a private university which was located in Pathum Thani province, Thailand. The 313 valid survey questionnaires were utilized for data analysis. The females at the age of 20 years old were the main respondents. They normally used their monthly expenditures around 10,001 to 20,000 baht. Most of them preferred to buy items such as shoes online, dress, pants, and shirts. Additionally, they would purchase more than 601 baht or above per one purchase. Most of the respondents' favorite social networking sites were Facebook,. Multiple regression analysis was implemented. It was founded that economical orientations, self-expression, and time risk had positive effect towards frugal shopping behavior of online clothing consumption of Gen Z in Thailand. The results of this research extended frugal shopping behavior theory with economical orientations, self-expression, and time risk theories of Gen Z consumers in Thailand.