พฤติกรรมของเจเนอเรชันวายในการซื้อน้ำหอมออนไลน์

Abstract

The purpose of this study was to examine the behavior of Generation Y towards online perfume purchasing through E-marketplaces with 300 respondents. The study utilized quota sampling, which was divided equally based on the E-marketplace platforms used: Shopee, Lazada, and Konvy, each containing 100 samples. The data were analyzed using descriptive statistics, including frequency, percentage, and mean. Inferential statistics included Chi-square. According to the study results, the majority of respondents were female, aged 25–32 years, married, and held a bachelor's degree. They were employed in private companies with monthly incomes ranging between 10,000 and 20,000 Baht. Dior was the most preferred perfume brand among customers. There was an opportunity to use perfume every day. The most popular brand they preferred to purchase was Chanel, and the majority of them spent between 5,001 and 7,000 Baht. The primary reason for choosing to buy perfume online was cost savings compared to purchasing perfume from a counter-brand at a department store. The main purpose of purchasing was for individual usage. The person who had the most influence on purchasing was their partner. They would buy perfume when the used bottle ran out. The frequency of purchasing perfume was more than three months, and mobile banking was used for payment Factors in the online marketing mix that affect the decision to buy premium perfume online from E-marketplace of Generation Y with the highest level were the price and place factors. For the high level that affects decision-making, including privacy, promotion, product, and personalization, respectively. The results of Chi-square examined relationships between variables. It was found that the behaviors of Generation Y were statistically significantly related to online perfume purchasing, and their last purchase through the E-marketplace included the brand of the most recently purchased perfume, the opportunity to buy perfume, the opportunity to use perfume, the frequency of using perfume, the most frequently purchased perfume brands, payment methods, and the influential people in the purchasing of perfume.