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ANTECEDENTS OF TRUST AND THEIR EFFECTS ON PURCHASE INTENTION OF SKINCARE PRODUCTS THROUGH INSTAGRAM APPLICATION |
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| รหัสดีโอไอ | |
| Creator | Parichat CHERDSRI |
| Title | ANTECEDENTS OF TRUST AND THEIR EFFECTS ON PURCHASE INTENTION OF SKINCARE PRODUCTS THROUGH INSTAGRAM APPLICATION |
| Contributor | Jakkrapan KITTINORARAT, Orranarth ACHERAYAWATHAN |
| Publisher | Asian Interdisciplinary and Sustainability Review |
| Publication Year | 2567 |
| Journal Title | Asian Interdisciplinary and Sustainability Review |
| Journal Vol. | 13 |
| Journal No. | 2 |
| Page no. | 70–78 |
| Keyword | E-Commerce, Trust, Instagram, Skincare |
| URL Website | https://so05.tci-thaijo.org/index.php/PSAKUIJIR |
| Website title | https://so05.tci-thaijo.org/index.php/PSAKUIJIR/article/view/274195 |
| ISSN | 3027-6535 |
| Abstract | This study aims to investigate the factors influencing trust and the purchase intention of skincare products through the Instagram application. The study employed a quantitative research methodology, collecting data via online questionnaires from 400 consumers who purchased skincare products through the Instagram application. Data analysis included statistical methods such as frequency, percentage, mean, standard deviation, and path analysis. The research findings indicated that trust was a significant factor influencing the purchasing intention of skincare products through the Instagram application with statistical significance at the .01 level. Additionally, e-commerce knowledge and perceived ease of use had an indirect influence on the purchasing intention of skincare products through the Instagram application with statistical significance at the .01 level. Perceived risk had an indirect influence on the purchasing intention of skincare products through the Instagram application with statistical significance at the .05 level. |
