Authors - Pratya Nuankaew, Panisara Paksasuk, Thanapon Thiradathanapattaradecha, Thapanapong Sararat, Wongpanya S. Nuankaew Abstract - This study analyzes student behavioral data to understand factors influencing secondhand fashion purchases in the digital age. A survey was conducted with 40 University of Phayao students who are experienced in buying secondhand fashion items. Data analysis included descriptive statistics and diagnostic approaches to profile students, their purchasing habits, perceptions, and key factors. Results indicated that all participants had prior secondhand shopping experience, using both physical stores and online platforms as key channels. Product quality received the highest average score of 4.20, followed by a positive attitude toward second-hand fashion at 4.05, frugality at 4.00, and brand reputation and environmental responsibility at 3.85, with sustainable fashion close behind at 3.83. These findings suggest that students’ choices are influenced more by quality, value, personal attitudes, and sustainability awareness than by social media influencers alone. The research provides valuable insights for promoting sustainable fashion, designing platforms, and developing future predictive analytics.
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