FACTORS INFLUENCING CONSUMERS’ INTENTION TO PURCHASE DIETARY SUPPLEMENTS

Abstract

The purposes of this study were to explore and better understand important factors which influencing purchasing intention toward dietary supplements in Thailand. The factors were WOM/eWOM, Brand trust, Fear of side effects, Health consciousness, and Price consciousness. The researcher collects the data by interview 10 dietary supplement users and 5 non-users. The finding of this research revealed that the essential factors that make consumers decide to purchase dietary supplements are WOM/eWOM, Brand trust and Health consciousness. However, the unessential factor Fear of side effects and Price consciousness. Recommendations to entrepreneurs were provide in the conclusion section.