A Study of Online Media Exposure Behavior and Fashion Product Purchasing Decisions Influenced by Korean Artists among Nakhon Pathom Rajabhat University Students.

Abstract

The objectives of this research were 1) to study the online media exposure behaviors related to Korean artists among students at Nakhon Pathom Rajabhat University, and 2) to investigate the online content factors influencing the decision-making process for purchasing fashion products inspired by Korean artists. The study employed a quantitative research methodology, utilizing online questionnaires to collect data from a sample of 400 students selected through stratified random sampling. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation. The results indicated that the majority of respondents were female (63.5%). Online media exposure was high, with Instagram (39.3%) and TikTok (26.5%) being the primary channels. Content factors and satisfaction reached the highest level, primarily driven by entertainment and enjoyment (Mean = 4.60). Similarly, the overall fashion purchase decision-making process was at the highest level, with future purchase intentions showing the highest influence (Mean = 4.39), while actual past purchases were relatively lower. In conclusion, Nakhon Pathom Rajabhat University students demonstrate very high engagement with content driven by Korean artists, reflecting the significant role of visual-based social media in shaping fashion trends and consumer behavior among today’s youth.