| dc.description.abstract | This study examines the relationship between customer preferences and
purchasing decisions in using Bangkok personal shopper (jastip) services for
masstige brand products. The research focuses on three main indicators:
physical appearance, symbols of success, and functional value. A quantitative
approach was employed, involving 272 respondents aged 20–60, who had
used Bangkok fashion jastip services at least 4–5 times in the past six months,
and were active social media users. The theoretical framework draws on Mike
Featherstone's theories of cultural consumption, lifestyle, and social identity,
as well as Icek Ajzen’s Theory of Planned Behavior. The analysis reveals that
all three indicators are interrelated and significantly influence purchasing
decisions. Among them, physical appearance emerges as the most influential
factor, followed by symbols of success and functional value. Physical
appearance plays a dominant role, driven by the variety of product styles,
social media visualization, and the perceived impact on users. Symbols of
success contribute to the symbolic aspects of consumption, where consumers
seek products that reflect social status, exclusivity, and prestige. Meanwhile,
functional value provides stability in purchasing decisions through comfort,
quality, and benefits relative to cost. Overall, the masstige brand concept
successfully combines the desire for prestige with affordable pricing, exerting
a tangible influence on consumers’ decisions to use Bangkok jastip services. | en_US |
