Casual factors influencing attitude toward product and purchase intention cosmetics through digital platform in Bangkok
Keywords:
Attitude toward product, Purchase intention, Cosmetic, Online platformAbstract
This research aims to 1) develop and validate a causal relationship model of attitude toward product and purchase intention for cosmetics via online platforms in Bangkok, and 2) study causal factors affecting attitude toward product and purchase intention for cosmetics via online platforms in Bangkok. This study was a quantitative research. The tools used in the research were questionnaires. The sample group comprised of 220 adults who had purchased cosmetics online within the previous 6 months and lived in Bangkok, selected using a convenience sampling approach. The data were analyzed using descriptive statistics: mean and standard deviation and inferential structural equation model analysis.
The research results revealed that According to the study's findings, 1) the causal relationship model consists of electronic word-of-mouth, content marketing, and influencer marketing, and aesthetic appeal, attitude towards the product and purchase intention. The statistics showed
chi-square () equal to 86.124, CMIN/df value equal to 1.230, degrees of freedom (df) value equal to 70, GFI value equal to 0.959, IFI value equal to 0.995, TLI value equal to 0.988, value RMR is equal to 0.012, RMSEA is equal to = 0.032, AGFI is equal to 0.901. 2) Factors that had a direct influence on attitudes towards cosmetics through digital platform in Bangkok include content marketing factors and influencer marketing factors. Factors that directly influence purchase intention of cosmetics through digital platform in Bangkok include product attitude factors. Factors that indirectly influence purchase intention of cosmetics through digital platform in Bangkok include content marketing factors. As a consequence, the findings of this study may be utilized as a guideline for developing consumer-specific methods to foster a favourable attitude toward the product and increase the likelihood of future purchase intention.
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