Factors Influencing Generation Y Consumers’ Decision-Making to Purchase Skincare Products Via Facebook

Abstract

The purposes of research were to study: 1) demographic factors influencing purchase decisions of skincare products 2) to study the buying behavior of skincare products 3) to study the factors of online marketing mix that influence the purchase decision of skincare products via facebook of generation Y consumers by using a questionnaire collected from a sample of 451 people who are a generation Y (aged 22-41 years) and are a buyer group or have previously purchased skincare products through facebook. The statistics used in the analysis were frequency percentages standard deviations t-test One Way ANOVA and multiple progression analysis. The research found that 1) Occupation demographic factors influence the decision to buy skincare products through the facebook of consumers of the Y generation group with statistical significance (P<0.05) 2) generation Y consumers have a behavior of buying skin care products through facebook by the type of skin care products that you choose to buy through facebook, most choose to buy cream (Cream) with the purpose of buying most skin care products because they want to add moisture and maintain the balance of the skin. The person who has the most influence on the decision to buy skincare products is an influencer or blogger. The frequency of purchases of most skincare products is 4 weeks per time and for the cost of each purchase of skincare products. Most of them spend at 501-2,000 baht per time. 3) Online marketing mix factor price, promotion, personalization, and privacy influence the decision to buy skincare products through the Facebook of the consumer group Y generation with statistical significance (P<0.05)