Factors Influencing Decision to Buy Cosmetics Online Case Studies in Muang District Udon Thani Province

Abstract

The objectives of this research were 1) to study the behavior of purchasing cosmetics online 2) Comparison of different personal factors affecting decision to buy cosmetics online 3) Analysis of marketing mix factors influencing decision to buy cosmetics online in Muang District Udon Thani Province. The sample group included people who used to buy cosmetics online in Muang district. Udon Thani Province, 400 people used a questionnaire to collect data. The statistics used in the analysis were percentage, mean, standard deviation, t-test of one way analysis of variance and multiple regression analysis. The results showed that 1. The behavior shopping on social networks that the most used to buy cosmetics is Facebook, followed by Instagram. The type of cosmetics you buy online the most is facial cream / facial serum, followed by lipstick. The frequency of buying cosmetics online is 2-3 times a month. The average amount you spend on buying cosmetics online each time is less than 1,000 baht. 2. The comparison of differences in personal factors influencing the decision to buy cosmetics online classified by gender, age, educational level and overall income were significantly different at the .05 level. 3. The multiple regression analysis revealed that 7 independent variables together describe the factors affecting the decision to buy cosmetics online in Muang district were statistically significant at the .05 level. is the best the price factor, followed by the product factor and marketing promotion factors, respectively, which can be written as a regression equation as follows:

           Y = 0.367+ (0.572X₂) + (0.534X₁) + (0.450X₃) + (0.324X₄) + (0.276X₅) + (0.266 X₇) + (0.226 X₆)