Sujittra Rodsomboon, Kornkanok Hongkhajorn

(Sripatum University, Thailand)

 

 

Abstract: This paper aims to The objective of this research was to study the factors affecting on purchasing behavior of skin care supplements through online marketing on Facebook in Thailand. The sample sizes of this research were 400 samples. The data was collected by using the online questionnaire. The statistics used for analyzing the data were percentage, Weight Mean Score, Chi-Square, ONE-WAY ANOVA F-test and Logistic Regression Analysis. The results of the research found that; Most respondents were female, age of 26-35 years old with yellowish-white skin, held Bachelor’s degree, works as private company employees, average incomes above 30,000 baht per month and frequency of using Facebook 1-3 hours per day. Purchasing behavior of skin care supplements through online marketing was in the department store, average once per month, 30-Tablet box is, for bright and white skin. Influences buying decisions was reviews from user consumer and the highest brand was Blackmores. The marketing mix found that most consumer respect to product, price, place and promotion factors at high level. Analysis of purchase behavior at statistical significance level of 0.05 found that sex was different in the purpose of purchase and brand. Ages were different in the source to purchase, the purpose of purchase and something affecting on purchasing behavior. Level of education was different in the source to purchase, packaging and brand. Level of income was different in the source of purchase, the purpose of purchase and brand. Frequency of using Facebook was different in the source of purchase, something affecting on purchasing behavior. Marketing mix was different in brand, packaging and something affecting on purchasing behavior. Logistic Regression Analysis found that opportunity of purchasing skin care supplements from frequency of using Facebook more than 8 hour per day 41.43%, advertising on Facebook 41.75% and brand 40.20%.

 

 

Key words: skin care supplement; online marketing; Facebook

 

JEL code: M