พฤติกรรมการซื้อผลิตภัณฑ์บำรุงผิวหน้าของผู้หญิงชาวไทยเจเนอเรชันวายทางตลาดกลางพาณิชย์อิเล็กทรอนิกส์

Abstract

The purpose of this independent study was to study the purchasing behavior towards facial care products of generation Y Thai women via Electronics Marketplace. The sample was selected from Thai women who were born between 1980-2000 and used to purchase facial care products via Electronics Marketplace within the past 6 months. The data was collected using online questionnaires from 385 people, then they were analyzed using descriptive statistics including frequency, percentage, mean and inferential statistics such as one-way ANOVA. The results of the study showed that most of the respondents were 20-25 years old, single and had a Bachelor's degree. They had been working as employees of private companies, moreover, their monthly income did not exceed 15,000 baht. The results of the study on purchasing behavior towards facial care products found that most of the respondents bought moisturizing products and imported products from South Korea. They bought the products for themselves, also made their own purchase decisions. They would buy the products when the original items were nearly used up, the frequency was less than twice a month. The most popular purchase time was 6:00-9:00 PM on Monday to Friday. The cost of each purchase was 501-1,000 baht, which usually paid by Mobile Banking. Shopee was the Electronics Marketplace where they most often bought the products, because their price was cheaper than the others. Furthermore, consumers’ reviews on websites or social media were used to make a purchase decision. And when the purchase satisfied them, they would rate the shops. The results of the study on online marketing mix that affect the purchase decision towards facial care products found that the most influential factor was Price, the highest sub-factor was clear display of price tags. Followed by Privacy, the highest sub-factor was having a clear customers’ data security policy. Place, the highest sub-factor was an easy-to-use website or application. Product, the highest sub-factor was standardized certified products. Promotion, the highest sub-factor was having a variety of promotions. And lastly was Personalization, the highest sub-factor was filtering of interested products. Comparing the influence of online marketing mix found that there were differences in some sub-factors in terms of Product and Price when classified by age. In addition, There were differences in some sub-factors in terms of Product Place and Promotion when classified by monthly income.