อิทธิพลของการรับรู้ลักษณะเด่นของผลิตภัณฑ์บํารุงผิวหน้าจากธรรมชาติจากแหล่งกําเนิดประเทศเกาหลีระดับพรีเมียมต่อความตั้งใจซื้ออของผู้บริโภคเจเนอเรชันวาย

Abstract

Independent research on Impact of Perceived Differentiation on Intention to Purchase of Generation Y Consumers Towards Premium Korean Natural Skincare Products. With the objective to study Perceived Differentiation and Impact of Perceived Differentiation of Natural Premium Korean Skincare Products on Intention to Use Among Consumer Generation Y. The research methodology is survey Research and quantitative research. The sample group is Generation Y who used to buy or use natural premium Korean skincare products among 400 respondents. Data analysis using descriptive statistics and factor analysis. In the hypothesis testing, the research used multiple regression analysis. The study of demographic characteristics of 400 respondents found that most respondents were female, age between 26-30 years old, education levels were bachelor's degree, work as a staff in a private company with and average monthly income of 20,001 - 30,000 baht and have 3 - 4 family members. The purchasing behavior of respondents, they knew product form beauty bloggers, influencers and real users reviews, average purchase frequency was once time per month, skin type is combination skin, the expectation to get strong skin, usually buy products form E-Marketplace e.g. Shopee, Lazada and Konvy, research information from social media e.g. Facebook, Youtube and Twitter, spent form 1,001 - 2,000 baht at a time, the most popular product categories were first case serum, daily usage, influence person by real users.And the results of the factor analysis techniques found that respondents could recognize the distinctive characteristics of each new factor that business presented can combine 11 new factors. For the hypothesis testing of this independent study, it was found that the factor affect the Purchase Intension the Natural Premium Korean Skincare Products on Intention to Use Among Consumer Generation Y which were Factor 1 : Event marketing and plublic relations , Factor 2 : Public relations and Advertising about detail of products and influencer marketing, Factor 3 : Unique natural ingredients of products, Factor 4 : The suitability of price setting, Factor 7 : Packaging