The impact of online reviews on skin care products in the Bangkok area.

Abstract

This research uses a convenience sampling method by using an online questionnaire to collect the data. The sample of 139 participants in Bangkok can be divided into 4 groups which are young age females, middle age females, young age males, and middle age males. The findings of this research show that most of the respondents always read online reviews about skin care products before deciding to buy a product, with women in the young age group having a stronger relationship between online reviews and intention to buy skin care products than other groups. The information source from internet is more reliable than television in this sample. Also, the factors that are able to increase the level of trustworthiness for all age groups are product comparisons, product testimonials, reviews written by someone from the same age group, and reviews written by someone that they know.

KEY WORDS: Online Review / E-Marketing / Skin Care Product / E-WOM.