The influencial factors induce the consumer buying in a supplement in Thailand.

Abstract

Nowadays, people tend to promote their health by consuming a dietary supplement because of giving a rapid result. Regarding promoting health, consumers are also induced by a wide range of influencers. There are many influencer factors (celebrity endorsement, review by a private channel, advertising, friends or relatives, official information channel). This study aims to explore the influencer variable impulse the dietary supplement product buying by online questionnaire of 102 respondents. Within this study, advertising is the major factor in recognition and information acquirement aspect. The user review via online is the main preference for source of information aspect. Moreover, the information from friends or relatives is the most reliable and numerously induce the intention of buying.