FACTOR AFFECTING ONLINE PURCHASE OF COSMETIC AND SKINCARE IN THAILAND

Authors

  • Phattanakul Phoulmee College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
  • Oraphan Decha College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand

Keywords:

Cosmetics, Skincare, Trust, Influencer, Online Store, Online Purchase Intention, Thailand

Abstract

This research aimed to study the factors influencing the intention to purchase cosmetics and skincare products online, focusing on trust in online stores and the influence of influencers. A quantitative approach was used, collecting data from 385 Thai consumers aged 18 and above via an online questionnaire. Results showed that both trust in online stores and influencer-related factors significantly influence online purchase intention at the 95% confidence level. Key findings include high reliance on platforms like Shopee and Facebook, preference for facial care products, and the role of perceived benefits, risks, store reputation, and influencer credibility in shaping purchase decisions.

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Published

2025-04-30

Issue

Vol. 1 No. 1 (2025): 6th International Conference on Management, Innovation, Economics and Social Sciences

Section

Articles