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MORE THAN JUST MAKEUP? UNVEILING WHAT REALLY DRIVES BRANDED COSMETICS PURCHASES IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Papawee NEAMTUP |
| Title | MORE THAN JUST MAKEUP? UNVEILING WHAT REALLY DRIVES BRANDED COSMETICS PURCHASES IN THAILAND |
| Contributor | Benjawan LEECHAROEN, Thaunjai SANGTHONG |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2568 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 8 |
| Journal No. | 1 |
| Page no. | Article 25 |
| Keyword | Digital Marketing, Online Influencers, Purchase Motivation, Customer Satisfaction, Branded Cosmetics |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/279427 |
| ISSN | 2730-3683 |
| Abstract | Thailand's branded cosmetics market is increasingly shaped by digital strategies and consumer preferences. This study examines how digital marketing, online influencers, purchase motivation, and customer satisfaction influence consumer decisions to purchase branded cosmetics in Thailand, building a decision-making model tailored to this context. Employing a mixed-methods approach, quantitative data from 400 consumers was integrated with qualitative insights from 14 key informants. Findings revealed that digital marketing, online influencers, purchase motivation, and customer satisfaction each exert significant direct influence on consumers' purchase decisions, collectively. Notably, purchase motivation emerged as a pivotal, independent driver. The developed causal model underscores that purchase motivation holds the strongest influence, followed by digital marketing and online influencers, while customer satisfaction partially mediates these relationships. This model offers valuable insights to better target marketing strategies and to design emotionally resonant customer experiences. |
