Purchase Intention toward Skincare Products among Generation Z Consumers through E-commerce Platforms in the Bangkok Metropolitan Area
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Abstract
This study aims to analyze the factors influencing the purchase intention of Generation Z consumers toward skincare products through e-commerce platforms in the Bangkok Metropolitan Area. A quantitative research design was employed. The sample consisted of 420 Generation Z individuals residing in Bangkok who had purchased skincare products via e-commerce platforms within the past three months. A multi-stage sampling technique was applied, and the data were analyzed using multiple regression analysis. The research instrument was an online questionnaire, and the data were examined using descriptive statistics, including frequency, percentage, mean, and standard deviation.
The findings revealed that the majority of respondents were female (50.00%), aged 20 years (39.29%), held a bachelor's degree (88.57%), and had a monthly income of less than 15,000 baht (57.38%). Additionally, 35.71% of respondents reported spending no more than 1,000 baht per month on skincare products. Hypothesis testing showed that online consumer reviews—particularly those generated by actual users (excluding influencers or sponsored content)—strongly influenced purchase intention. The influence of online consumer reviews was followed by the marketing mix, e-service quality, and perceived risk, demonstrating statistically significant effects (p < 0.05). In contrast, information quality was found to have no significant impact.
The results highlight the importance of trustworthiness in user-generated content, particularly from authentic users, in shaping consumer confidence and purchase intention—especially in contexts where consumers cannot physically inspect or try products before purchasing. Furthermore, strategic marketing, reliable e-service quality, and effective risk management also significantly influence purchase intention. These findings provide strategic insights for businesses seeking to enhance marketing communication, improve user experience on digital platforms, and design secure, trustworthy systems that reinforce Generation Z consumers’ purchase intention toward skincare products via e-commerce platforms.
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