Causal Factors Affecting Purchase Intention of Cosmetics on The Eveandboy Application of Consumer Bangkok and Its Vicinity
Article Sidebar
Main Article Content
Abstract
This article aimed to develop and validate a causal relationship model of purchase intention of cosmetics on the Eveandboy application of consumers in Bangkok and its vicinity and to study causal factors affecting purchase intention of cosmetics on the Eveandboy application of consumers in Bangkok and its vicinity. This study was quantitative research. The sample consisted of people who bought cosmetics on the Eveandboy application of consumers in Bangkok and its vicinity of 434 people. The tools used in the research were online questionnaires. The statistics used in the data analysis were frequency, percentage, and structural equation models.
The results of this research were the development of causal relationship models consisting of 4 components: 1) SMM antecedents, 2) social media marketing, 3) brand loyalty, and 4) purchase intention and the model was consistent with the empirical data to a great extent. The statistics showed the Chi-square statistics goodness fit test (2) = 308.71, degrees of freedom (df) = 156, CMIN/df = 1.98, GFI = 0.93, AGFI = 0.91, SRMR = 0.05, RMSEA = 0.05. The final result was a predictive coefficient of 0.96, indicating that the variables in the model can explain the variance of the purchase intention of cosmetics on the Eveandboy application by 96 percent. It was found that the SMM antecedents of social media marketing and brand loyalty were respectively influenced by purchase intention.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in articles in the Journal of Arts of Management It is the responsibility of the author of the article. and does not constitute the view and responsibility of the editorial team I agree that the article is copyright of the Arts and Management Journal.
References
Adisairattanakun, N., & Ritkaew, S. (2017). Customer loyalty to FTTx products & services provided by TOT public company limited in Surat Thani. WMS Journal of Management, 6(3), 72-82.
Almohaimmeed, A. (2019). The effects of social media marketing antecedents on social media marketing brand loyalty purchase intention a customer perspective. Business Administration Department Qassim University.
Churiwan, C. (2019, October 30). Shop cosmetics easily before anyone else at eveandboy appilication. https://promotions.co.th/บัตรเครดิต/สาวๆ-ห้ามพลาด-วิธีใช้-eveandboy-app-.html
Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414.
Electronic Transactions Development Agency. (2021, December). ETDA reveals that the value of Thai e-commerce in 2020 is at 3.78 trillion baht, expects in the year 64 to rise to 4.01 trillionbaht. https://www.etda.or.th/th/pr-news/ETDA-Reveals-the-Value-of-eCommerce-in-2021.aspx
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Kaur, G. (2016). Social media marketing. Asian Journal of Multidisciplinary Studies, 4(6), 34-36.
Keandoungchun, N., Donkwa, K., & Wichitsathian, S. (2018). The generation Y consumer behavior of goods purchasing via social media. Veridian E-Journal Silpakorn University, 11(1), 561-577.
Khemabenjapon, J., & Vungsuntitum, S. (2020). Consumers’ exposure, satisfaction and purchase intention towards content marketing on instagram stories. Journal of Public Relations and Advertising, 14(1), 67-80.
Otakanon, B. (2009, February 26). 4C's revolutionary marketing. http://gotoknow.org/blog/jazz-zie/245074
Rangsungnoen, K. (2011). Actor analysis by SPSS and AMOS for research. SE-EDUCATION.
Sincharu, T. (2012). Research and statistical analysis with SPSS and AMOS (13rd ed.). Business R&D.
Vanichbuncha, K. (2013). Statistical analysis: Statistics for administration and research (14th ed.). Department of Statistics Chulalongkorn Business School.
Watphuangkeaw, K., & Thiangtam, S. (2018). The influence of corporate social responsibility and store loyalty to purchase intention of furniture of consumers in Bangkok. VRU Research and Development Journal Humanities and Social Science, 13(1),236-243.
Wiratchai, N. (1999). Lisrail model analytical statistics for research (3rd ed.). Chulalongkorn University Printing House.
Zhu, D. H., & Chen, G. (2015). CEO narcissism and the impact of prior board experience on corporate. Administrative Science Quarterly, 60(1), 31-65.