รหัสดีโอไอ 10.14457/TU.the.2014.431
Title Influence of beauty bloggers on the purchase decision for cosmetic products by Thai women
Creator Pinya Nimla-or
Contributor James E. Nelson, Advisor
Publisher Thammasat University
Publication Year 2014
Keyword Beauty blogger ,Beauty blog ,Cosmetic purchasing decision ,Influential beauty blogger ,Intention to buy cosmetics
Abstract Beauty bloggers play an important role in reviewing and promoting cosmetics to consumers. Beauty bloggers share their experiences on the products they purchase with followers. These real experiences make people have more confidence in the information. This study helps to define how beauty bloggers affect consumers’ purchasing decisions and to understand consumers’ perceptions and attitudes toward beauty bloggers.The research is conducted with two methods which are exploratory research and descriptive research. Exploratory Research is conducted to deeply explore how beauty blogger have an impact on decision making process and to define characteristics of influential beauty bloggers, which are the guidelines for descriptive methods. Descriptive Research with 105 respondents is conducted to measure consumers’ perceptions and attitudes toward beauty bloggers and to clarify consumers’ segmentation. Results show that beauty bloggers have a significant impact on consumers’ decision making processes when purchasing cosmetics on various variables which are interest, brand recognition, belief, want to test at the counter, and intention to buy. From five significant variables, consumers’ believe is the variable that beauty blogger has the most impact on. When consumers choose beauty bloggers/blogs to read or follow, the most important factor is good reputation, followed by good-looking beauty blogger and variety of beauty product reviews. However, the top three characteristics of beauty bloggers that have a significant impact on purchasing decision are giving truthful information, trustworthy, and full of necessary information provided. Persuasive capability is the last characteristic of beauty bloggers that has an impact on consumers’ purchasing decision.
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บรรณานุกรม

Pinya Nimla-or และผู้แต่งคนอื่นๆ. (2014) Influence of beauty bloggers on the purchase decision for cosmetic products by Thai women. Thammasat University:ม.ป.ท.
Pinya Nimla-or และผู้แต่งคนอื่นๆ. 2014. Influence of beauty bloggers on the purchase decision for cosmetic products by Thai women. ม.ป.ท.:Thammasat University;
Pinya Nimla-or และผู้แต่งคนอื่นๆ. Influence of beauty bloggers on the purchase decision for cosmetic products by Thai women. ม.ป.ท.:Thammasat University, 2014. Print.