Factors Influencing Male Consumers' Trust, E-WOM, Attitude, and Purchase Intention for Online Personalized Cosmetics Among Thai Online Shoppers
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บทคัดย่อ
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.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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