Investigating Triggers on the Skincare Purchase Behavior among Thai Millennials: An Empirical under Digital Media Usage

ผู้วิจัย

Panjamapon Pholkerd and Vichit U-on

บทคัดย่อ

Digital media accelerates the transformation of customers’ behavior and the spending on products such as cars, skincare, banks, FMCGs, etc. in the digital media in Thailand is greatly increasing. Interestingly, spending on digital media of skincare industry increase exponentially in past years, however, their explanation related to behavioral science and strategic marketing is still lacking. To obtain the missing gap and explanation of customers’ behavior in buying skincare products, the study applied Theory of Planned Behavior (TPB). Therefore, this study focuses on conceptual model of factors affecting consumers’ purchase intention and behavior of skincare products under digital media context by applying the theory of planned behavior and suggestion on strategic decision. The samples are millennial customers in Thailand, aged range from 20 to 40 years old, whose strong purchasing power and digital media usage group. Questionnaires were distributed to 400 respondents. Structural equation modeling (SEM) was applied as a research tool. The result explained influence of attitude towards digital media usage, influence of subjective norms, and perceived digital media usage on purchase intention and behavior. The results of the study help marketers to understand the consumer behavioral concept by revealing its key antecedents. The study would further suggest skincare brand owners, marketers, and market implementers on suitable practices to secure the repurchase by customers.