臺灣博碩士論文加值系統

Fashion industry has been growing for many past years. While most consumers are catching on the trend of daywear, the nightwear seem to be negligent. Nightwear or sleepwear has evolution through history and time. However not everyone prefers to wear pajamas for sleep. This research will discover customer perspective, factor influence sleepwear purchase intention, and online shopping experience and interesting. The study of factors influencing sleepwear purchase are focus on quality, material, comfort, style, origin, price, and place. The questionnaire survey was collected online from 247 Thai respondents. The result from regression analysis show that brand and place are significantly influence sleepwear purchase intention. According to descriptive statistic comfort, material and price are major concern on sleepwear product. These may give evidence that the brand itself already include ideal’s comfort, material and price that respondent preferred. They have strong awareness and trust from the brand. Thence they prefer their favorite brand so they purchase at brand’s store (place).
This research also studied respondent perspective and opinion about sleepwear product. Most respondent feel that sleepwear is unnecessary to buy. The price of sleepwear is too expensive and don’t want to spend money on sleepwear. Less than fifty percent of respondents had experience on online pajamas purchase. In conclusion, most respondents realized that wearing pajamas is great, but not strongly necessary. Due to financial concern, some respondents prefer to reuse their daywear as sleepwear. However, when it comes to selection of sleepwear, brand and store(place) are most influenced where comfort, material and price are included as majority concern.

ABTRACT…………………………………………………………..………………………….i
Acknowledgements………...……………………………………………………………...…..iii
Table of Contents…………………………………………………………..…………….……iv
List of Tables………………………………………………………………………….....…….vi
List of Figures…………………………………………………………………………..…….vii
Chapter 1 Introduction……………………………………………..……………………..…….1
1.1 Motivation………………………………………….……………………..………..2
1.2 Purpose………………………………………………………………….……...…..2
Chapter 2 Literature Review………………………………………………………………..…..3
2.1 Sleepwear History ………………………………………………………….......…..3
2.2 Sleepwear market…………………………………………………..………..……..4
2.3 Consumer behavior on sleepwear………………………………………….……….6
2.4 Consumer purchasing behavior…………………………………………………….7
2.5 Factor influencing sleepwear purchase intention…………………………...………8
2.6 Purchase Intention ………………………………………………………..…...…..13
2.7 Customer attitude toward online shopping…………………………………..….....13
Chapter 3 Methodology………………………………………………………………..….…..17
3.1 Questionnaire Development……………………………………...……….....……17
3.2 Define Variable…………………………………………………………..………..18
3.3 Hypothesis on factors affecting sleepwear purchasing………………..…….…….18
3.4 Population and Sample…………………………………………………..………..20
3.5 Data Collection………………………………………………………..…………..20
3.6 Data Analysis……………………………………………………….….……...…..21
3.7 Reliability test………………………………………………………..………..…..22
Chapter 4 Result and Discussion……………………………………………………...………24
4.1 Result………………………………………………………………………..….....24
4.2 Discussion ………………………………………………………………..…...…..42
Chapter 5 Conclusion…………………………………………………………………..……..46
5.1 Conclusion ………………………………………………………..…...…..46
5.2 Limitation and Recommendation ……………………………………..…….……47
References ……………………………………..………………………………………….….48
Appendix ……………………………………..……………………………………........……52

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