FACTORS INFLUENCING CONSUMERS' DECISION TO PURCHASE NEW BRAND COSMETICS IN THE FACIAL SKINCARE CATEGORY VIA ONLINE CHANNELS

Abstract

Nowadays, the global trend of online shopping markets is growing at an accelerated rate. Thus, various businesses utilize online channels to sell their products. In particular, the fashion business and beauty-related products such as cosmetics are very popular among consumers. Apparently, more facial skincare products are emerging as consumer options. The objective of this research is to study factors influencing consumers' decision to purchase new brand cosmetics in the facial skincare type via online channels. This research method is survey research by a sample group of consumers' behaviors when purchasing facial skincare products in Bangkok. The independent variables are marketing mix factors (4Ps), including product, price, distribution channel, and marketing promotion factors. The dependent variable is consumers' decision to purchase new brand cosmetics in the facial skincare type via online channels using factor analysis and multiple regression analysis. The results showed that there were five factors that influence the decision to purchase facial skincare products at the cosmetic brand level: 1) product factor 2) price factor            3) distribution channel factor 4) product advertising factor on various channels            and 5) communication factor with consumers, promotional activities, and ease of purchase. In terms of shipping factor, lead time, and variety of packaging, they do not influence the decision to purchase cosmetics. Summary of recommendations to entrepreneurs which based on factors influencing the purchase decision of new brand cosmetics in the facial skincare category via online channels, namely communication with consumers, is very necessary. This will increase consumer confidence in the products, develop consumer understanding of the products, and reinforce consumer perception of the products, product pricing, high-quality product development, meeting consumer needs, distribution via online channels, and product advertising on various channels, and comprehensive online advertising.