Factors Influencing Male Consumers' Trust, E-WOM, Attitude, and Purchase Intention for Online Personalized Cosmetics Among Thai Online Shoppers
Keywords:
Purchase intention, Personalized cosmetics, Online consumersAbstract
The purpose of this study is to establish the purchase intentions of male Thai Facebook users in the cosmetics sector, with a view to examining how they are related to factors which theoretically influence consumer behaviour. The research used probability sampling and non-probability sampling. Moreover, the sample was scoped and selected by using the multistage sampling technique of judgmental sampling, stratified sampling, then once again with judgmental sampling follow by convenient sampling and snowball sampling. The research focused on male Facebook members with more than one year of membership year as well as the participants must be a member of any Facebook cosmetics fan pages. The data collection was conducted using self-administered online questionnaires. The findings confirmed the significant impacts were between the need for uniqueness and attitude toward online shopping. The factors that impacting was E-WOM on online purchase intention, attitude toward product on E-WOM, attitude toward product on online purchase intention, attitude toward online shopping on online purchase intention. These findings provide valuable insights for beauty firms, E-retailers, marketers, and academia, emphasizing the importance of consumer purchase intentions in shaping successful marketing strategies and adapting to global competition.References
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