Online Media Exposure and Fashion Clothing Behaviors of Nakhon Pathom Rajabhat University Students.

Abstract

This research aims to study the relationship between online media exposure and fashion behavior among students at Nakhon Pathom Rajabhat University. The objectives are: 1) to study the online media exposure behavior regarding fashion among Nakhon Pathom Rajabhat University students, and 2) to study the influence of online media exposure on the fashion behavior of Nakhon Pathom Rajabhat University students. Stratified random sampling was used, and the sample consisted of 400 students currently studying at Nakhon Pathom Rajabhat University. Data were analyzed using descriptive statistics, including percentages, means, and standard deviations, using a questionnaire as the research instrument. The study found that overall exposure to online fashion media was at the highest level. The platform with the greatest exposure was Instagram (37.0%), followed by Facebook (31.3%). Most respondents reported a frequency of exposure of 3–5 times per day (31.8%). The overall influence of media and related theories was at a high level. When considered by individual aspects, the highest mean scores at the highest level were found in exposure to online fashion media and purchasing clothing based on trends presented in such media. This was followed by aspects related to memory and imitation of styles from media, the desire to dress in accordance with peer groups, and the use of fashion as a means of self-expression. The aspects with the lowest mean scores were the influence of influencers on style selection and motivation to dress according to trends; however, these still remained at a high level. In terms of fashion-related dressing behavior, the majority preferred dressing according to their personal style (35.8%), followed by dressing in accordance with influencers or celebrities (33.5%). Regarding fashion purchasing decision behavior, the sample group placed the highest importance on price and quality comparison (35.5%), followed by purchasing based on trends and reviews (34.5%). The findings indicate that exposure to online media, particularly Instagram and Facebook, plays a significant role in shaping students’ fashion choices. Social learning processes especially model imitation and the desire for acceptance within reference groups serve as key driving forces behind students’ engagement with online fashion trends. Nevertheless, students continue to value personal style alongside considerations of price and quality.