BEHAVIORS AND PURCHASE DECISION OF IMPORTED COSMETICS THROUGH E-COMMERCE CHANNELS IN THAILAND

Abstract

The objective of studying behavior s and purchase decision of imported cosmetics through E-commerce channels in Thailand is to study the purchasing behavior of imported cosmetics through electronic commerce channels of consumers in Bangkok by questionnaire with 120 people in Bangkok who have purchased imported cosmetics through electronic commerce channels. Data were analyzed by distribution of frequency, percentage, mean, and standard deviation. The results showed that 1) Most of the respondents were female with the age between 21-30 years old, a bachelor's degree, single status, most of them have occupations as employees of private companie which has a monthly income of more than 30,000 baht. 2) Most of the respondents prefer to purchase imported cosmetics from Korea which are face cosmetics such as creams and facial cleansing lotions, skin creams, foundations, lipsticks, etc., ordered through Instagram. There is an order cost of 2001-3,000 baht per time and the purchase of imported cosmetics is less than 2 times / month. 3) Most of the respondents strongly agreed with their decision to purchase imported cosmetics through electronic commerce channels. Overall, when considering each aspect, the first purchase decision was the purchase decision was followed by the behavior after the purchase.