CONSUMER PROTECTION MECHANISMS AND INFLUENCES IN ONLINE PURCHASES OF THAI HERBAL COSMETICS
DOI:
https://doi.org/10.14456/aamr.2023.20Keywords:
Thai Herbal Cosmetics, e-Marketing Mix, Consumer Protection, Online PurchasingAbstract
This research aimed for study of consumer protection mechanisms and influences in online purchases of Thai Herbal cosmetics. The 386 random samples were calculated followed W.G. Cochran method at confidence level of 95 percent. This exploratory research used questionnaire design, collected and analyzed data by statistic software package in frequency of percentage, mean and standard deviation. Hypothesis testing using t-test, one-way ANOVA and correlation Spearman’s Rho at 0.05 significant level with 0.95 confidence interval. The results were occupation; a demographic factor, site; an e-marketing mix and accessibility to information; a consumer protection have found to influence in online purchase of Thai herbal cosmetics. Research results also insisted on decorated herbal cosmetics website, link for more network, product must certify under FDA standard which was required most in buying. The purchases thru internet could provide convenient buying but did not gain much privacy benefits whereas consumers still beware of quality and review comments before buying.
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