อิทธิพลของความคาดหวังต่อความเป็นจริงเสริมในช่องทางออนไลน์ของแบรนด์เครื่องสำอางที่มีต่อความต้ังใจซื้อของผู้บริโภคเจเนอเรชันวาย

Abstract

The purpose of this study was to study Influencer of Augmented Reality Expectation of Cosmetic Brands in Online Channels Towards Purchase Intention Among Generation Y Consumers. The method of this study was based on quantitative Research. This study was survey research. The tool used to collect data was a closed-end questionnaire from 400 Generation Y consumers and using the convenience sampling method. The statistics used for data analysis were percentage, mean, standard and Multiple regression analysis. The results of the research were as follows: The majority were female between ages 27 to 31 years old, were employee in companies, have income between 20,001 to 30,000 baht per month and graduated with a bachelor's degree. They had frequency of purchasing cosmetics is 3-4 times per 6 months and most of them purchase lipstick through online channels. Generation Y consumers had the high level of Augmented Reality Expectation of Cosmetic Brands in Online Channels. Especially Functional Value and Convenient Value were highest level. For the results of hypothesis testing, it was found Augmented Reality Expectation of Cosmetic Brands in Online Channels had 3 dimensions affect the intention to purchase of generation Y consumers at the level of 0.05 and Emotional Value has the greatest impact, followed by Convenient Value and Functional Value.