Factors Positively Affecting Purchase Intention of Luxury Cosmetic Brands’ Consumers in Bangkok

Abstract

This research objective was to examine and understand the personal value, social value, functional value, perceived quality, individual value, visual package design, and verbal package design positively affecting the customers’ purchase intention of luxury cosmetic brands in Pathum Wan District, Klongtoey District, and Klongsan District in Bangkok, Thailand. The research used a survey method with sociodemographic profiles. The methodology was based on the quantitative approach and the data collection was random with 245 respondents. Multiple Regression Analysis (MRA) was utilized to determine the conceptual model that positively affects the customers’ purchase intention of luxury cosmetic brands. The results showed three predictors with regression coefficient were social value of 0.507, the individual taste of 0.336, and functional value of 0.255 positively affecting the consumers’ purchase intention up to 59.5% at the significance level of .01. Nevertheless, the other four factors had no positive effect on the customers’ purchase intention which were personal value, perceived quality, visual package design, and verbal package design.