The factors influencing purchase intention and repurchase intention of the cosmetic product in the online channel and the offline channel in Thailand.

Abstract

ABSTRACT The cosmetics industry is rapidly growing and challenging, so the business should have marketing and sales strategies to reach their target consumers. This paper explores the factor that could influence the target customer's decision to purchase and repurchase by analyzing the effect of each factor and compare the online channels and offline channels. The factors which used to analyze are brand awareness, social norms, trust, perceived benefit, price sensitivity, and attitude that could affect the purchase intention and repurchase intention of the cosmetics product which mainly focus on makeup cosmetics because makeup is one of the top three categories of cosmetics products with high growth potential and accessibility. The survey was collected on the online platform form Thai people who have purchased cosmetics products and the target respondents were separated into the group of people who purchase from the online channels and offline channels. To achieve the intense of the study to adapt the study result with company strategy and plan new marketing campaigns that match consumer behavior, the regression, T-test, ANOVA analysis and other tools are used for finding the result to meet the objective of the study.