Browsing by Subject "Cosmetics -- Purchasing"

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    Publication
    Factors affecting purchase intention of Mistine products in Bangkok, Thailand
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Aung Zun Pwint
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    International Business
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    University of the Thai Chamber of Commerce. International Business
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    University of the Thai Chamber of Commerce. International School of Management
    This study investigates the factors influencing the purchase intention of Mistine products among female consumers in Bangkok, Thailand. Utilizing a quantitative approach, the research aims to identify the impact of attitudes, subjective norms, and perceived behavioral control on consumers' purchasing decisions. Data were collected from a sample of 293 respondents through a structured questionnaire employing a fivepoint Likert scale. The study employs multiple regression analysis to test the hypotheses and evaluate the predictive power of the identified factors on purchase intention. The results reveal that all three variables—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intention. Attitude towards Mistine products emerged as a strong predictor, suggesting that positive perceptions substantially enhance the likelihood of purchase. Subjective norms, including the influence of friends, family, and social media, also play a crucial role in shaping purchase intentions. Additionally, perceived behavioral control, reflecting consumers' confidence in their ability to purchase Mistine products, significantly impacts their purchasing behavior. The findings provide valuable insights for Mistine and similar brands to tailor their marketing strategies effectively. By understanding the key drivers of purchase intention, companies can better target their promotional efforts, enhance consumer satisfaction, and build stronger brand loyalty. The study concludes with recommendations for marketers and suggestions for future research to explore additional factors that may influence consumer behavior in the beauty and skincare market.
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    Publication
    Investigation of enables affecting intention to buy cosmetics via live stream for e-commerce in Kunming
    (University of the Thai Chamber of Commerce, 2023)
    Li, Wenzhuo
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    University of the Thai Chamber of Commerce. International Business.
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    University of the Thai Chamber of Commerce. International School of Management.
    This research paper delves into the factors affecting consumers' intention to buy cosmetics via live-stream e-commerce platforms, leveraging the Theory of Planned Behavior model. An empirical study was conducted to test nine proposed hypotheses, exploring aspects such as perceived effectiveness of live-stream shopping, product authenticity, peer and influencer influence, and comfort with digital transactions, among others. Findings suggest that all these factors have a significant positive influence on behavioral intention. Particularly, the comfort in digital transactions and the ability to interact in a live-stream setting stood out as the most influential factors. The data also underscored the importance of prior experience and perceived quality of the products. However, this study was limited geographically and faced some issues of noncooperation from users, pointing to directions for future research. Implications for businesses in this sphere are numerous. To optimize user experience and drive sales, it is recommended that businesses emphasize ease of transaction, interactive elements of the live-streaming process, and assurance of product quality and authenticity. Strategies should also be oriented towards leveraging peer and influencer influence and aligning with beauty standards portrayed in social media. This research contributes to the literature on live-stream e-commerce and offers valuable insights for businesses looking to tap into this burgeoning digital commerce channel.
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