Causal Factors Influencing Purchase Intention of Cosmetic on Facebook Pages La’ Peak of Consumers in Thailand
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Abstract
This research article aimed to 1) develop and validate the coherence of the causal relationship model of cosmetic purchase intention on the LA' PEAK Facebook page among Thai consumers and 2) study the causal factors influencing the purchase intention of cosmetics on the LA' PEAK Facebook page. The research model was quantitative research. Data Collection Tools, including online questionnaires. The sample group consisted of people who have bought cosmetics on the LA' PEAK Facebook page and live in Thailand; 370 people. The statistics used for data analysis were frequency, percentage, and structural equation model.
The results showed that they had developed a causal relationship model consisting of four aspects: 1) cause-related marketing and campaigns; 2) brand awareness; 3) image; and 4) purchase intentions. This was consistent with the empirical data as well. The statistics showed that the Chi-square statistics goodness of fit test (χ2) = 233.33, degrees of freedom (df) = 128, CMIN/df = 1.82, GFI = 0.94, AGFI = 0.90, SRMR = 0.03, RMSEA = 0.05. The final predictive coefficient was 0.99. It showed that the variables in the model could explain 99 percent of the variability of cosmetic purchase intentions on the LA' PEAK Facebook page of Thai consumers: cause-related marketing and campaigns, brand awareness, and image. It has a direct influence and indirect effect on the purchase intention. The Lapa corporation can use the research results to plan and create a strategy. It is suitable for customers in order to achieve their next purchase intention.
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