Factors positively affecting beauty products’ purchase intention at the leading online shopping mall brand a of consumers in Bangkok

Abstract

The researcher studied the positive influence of product perception, buying reliability, web-vendor marketing activity, customer service, utilitarian value, consumer trust, security, privacy towards purchase intention of beauty products’ purchase intention at the leading online shopping mall brand A consumers in Bangkok. The 280 usable survey questionnaires were received from potential customers on beauty products of the leading online shopping mall Brand A, who were walking in front of 3 major shopping malls in Bangkok during online mega sale event of the web site, which was on November 21 and December 12, 2016. The data was analyzed using descriptive statistics and multiple regression analysis and found that utilitarian value (β = 0.364) and web-vendor marketing activity (β = 0.325) were positively affected purchase intention of beauty products’ purchase intention at the leading online shopping mall brand A of consumers at .05 level of significance, explaining 54.4% of influence towards purchase intention of the consumers. However, product perception, buying reliability, customer service, consumer trust, security, and privacy were not found to be significantly affected purchase intention of the consumers.