Determinants of consumer's purchase intention toward personalized cosmetics

Name: Tanawat Thoprasertpong

LCSH: Cosmetics -- Thailand -- Marketing

LCSH: Cosmetics industry -- Thailand

LCSH: Word-of-mouth advertising -- Thailand

LCSH: Internet marketing -- Thailand

LCSH: Electronic commerce -- Thailand

LCSH: Consumer behavior -- Thailand

Abstract: This study investigates the factors influencing purchase intention towards personalized cosmetics among consumers in Thailand. Drawing on a sample of 385 participants, data were collected through a structured questionnaire encompassing constructs such as trust, attitude, electronic word-of-mouth (E-WOM), and purchase intention, using convenience sampling. Regression analysis was used for hypothesis testing. The findings indicate a significant positive influence of trust, attitude, and E-WOM on purchase intention towards personalized cosmetics. These results underscore the importance of fostering consumer trust, cultivating positive attitudes, and leveraging E-WOM channels to enhance purchase intention in the personalized cosmetics market. The implications of these findings suggest that marketers should focus on strategies that build consumer trust, promote positive consumer attitudes, and effectively utilize E-WOM channels

Address: BANGKOK

Email: lifelong@kmitl.ac.th

King Mongkut's Institute of Technology Ladkrabang. KMITL Lifelong Learning Center

Name: Nuttawut Rojniruttikul

Role: Thesis Advisor

Email : nuttawut.ro@kmitl.ac.th

Created: 2024

Modified: 2025-03-20

Issued: 2025-03-13

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Grantor: King Mongkut's Institute of Technology Ladkrabang

Descipline: Industrial Business Administration

©copyrights King Mongkut's Institute of Technology Ladkrabang

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