A Study of ROPO (Online Factors, Offline Factors) Behavior of Women in Bangkok in Making Purchasing Decisions for Counter-brand Cosmetics

Abstract

This research aims to study the online information-seeking behavior of women in Bangkok before deciding to purchase counter-brand cosmetics; to examine online and offline factors influencing the purchase decision of counter-brand cosmetics among women in Bangkok; and to investigate the role of online information, in-store experience, and sales staff service in influencing trust and satisfaction with counter-brand services. This is a quantitative research study using online questionnaires administered to a sample of 400 women in Bangkok aged 15-60 years who had purchased counter-brand cosmetics in the past six months. Descriptive statistics and hypothesis testing were employed. The results showed that 90.75% of the sample engaged in online information-seeking before purchasing products in-store (Online Factors, Offline Factors: ROPO). Consumers placed high importance on online factors, with the most influential factor being. The quality and reliability of information (𝑥̅ = 4.42) was the most influential factor in the final purchase decision, followed by reviews and influencers (𝑥̅ = 4.38). These online factors significantly reduced hesitation and encouraged the intention to try the product in person. Offline factors were the most influential in the final purchase decision, with sensory experience, such as trying the color on real skin and feeling the product texture, being the most significant factor in the research (𝑥̅ = 4.65), followed by the service and expertise of the sales staff (𝑥̅ = 4.31), which had a greater influence on closing the sale than information gathered online alone.