Lifestyle and online marketing mix affecting the decision to purchase beauty supplement products through live streaming.

Abstract

          The objectives of this research study are: 1) to study the influence of lifestyle. 2) to study the influence of online marketing mix. and 3) to study the influence of motivation affecting the decision to purchase beauty supplement products through live streaming. This study is quantitative research and uses questionnaires as a tool for collecting information from consumers making purchasing decisions. Or have ever decided to purchase beauty supplement products through live streaming. 385 sets of research tools include an online questionnaire. The data analysis methods adopted were both Descriptive statistics such as frequency, percentage, mean, and standard deviation. And Inferential statistics such as simple regression analysis and stepwise multiple regression analysis. The research findings showed that all three of lifestyle factors consist of the activities, the interests, and the opinions affecting the decision to purchase beauty supplement products through live streaming. Online marketing components found that the factors that influenced the decision to purchase beauty supplement products through live streaming only have the product, the price, and the distribution channels. and motivation affecting the decision to purchase beauty supplement products through live streaming, which are statistically significant at 0.05 levels.