Program theory development for purchasing the cosmetics premium brand intention through social media by using contribution method

Abstract

The objective of this research was to develop a program theory for purchasing intentions on premium brand cosmetics through social media and using the contribution method. This research had six steps, as follows. Step 1: to identify the problem by interviewing 10 working women aged 21-30, who used premium brand cosmetics and drafted the program theory. Step 2: to develop a theory of change, the risk and the identification of external factors were supposed to predict a model to produce the desired results. The data were collected by interviews and data on change theory. To determine the hypothesis if ... then according to the theory base. Step 3: Data collection based on empirical evidence to examine the developed change theory: interventions, determinants, outcomes and operational definitions. The data were collected by questionnaire (5 rating scale, Likert scale) with 25 items and the IOC values were between 0.67-1.00 and the reliability was between 0.55-0.94. The samples consisted of 400 working women, aged 21-30 years and purchased premium brand cosmetics in Bangkok Business District (Sathorn, Silom and Asoke). The data was analyzed by mean and standard deviation. Step 4: to evaluate of the characteristics and results by considering the reasonableness, the credibility, the format of the results and the weaknesses of the hypothesis. Step 5: to identify more evidence by interviewing three experts. Step 6: to improve the strengthened program theory from empirical evidence. The results of the research were program theory on purchasing intentions on premium cosmetics brands through social media using the contribution method, including one intervention (social media advertising), four determinants (value recognition, product trust, brand attitudes and brand image) and one outcome (purchasing).