The factors that affect cosmetic purchase intention of Thai female consumer toward blogger recommendation.

Abstract

Nowadays, the internet becomes one of the most popularity, and it is increasing every year, and there are many cosmetics brand in Thailand. Then, consumers decided to search and read product information via the online channel from bloggers or consumers review to compare the products before making a final decision on purchasing. Therefore, the cosmetic brands or the marketers should know what are the most important factors of blogger recommendation can influence on consumer purchase intention. The purpose of this study aimed to examine the factors that affect cosmetic purchase intention of Thai female consumer toward blogger recommendation. The convenience sampling method was used in this research by using the online questionnaire to collect the data from Thai female consumers who have the experiences of reading online product review (75 respondents). The key findings of this study showed that most of the respondents read product review from blogger sites and consumer review site, and purchased the cosmetics once in 3 months or once a month. The factors that affect cosmetic purchase intention are reputation and usefulness of blogger recommendation.

KEY WORDS: Blogger Recommendation / Cosmetic Purchase Intention / Thai Female Consumer / Product Review