The purpose of this research is to identify the factor blogger characteristics that influence consumers' purchase intention to purchase cosmetics, so as to understand women's purchase intention related to their behavior in searching for cosmetics review information on their social media channels. This survey was collected from 100 female blogger respondents who followed at least 1 blogger on their social media channel. The findings of this study show that the factors that influence consumers' purchase intention are opinion leadership, Blogger content behavior, and publication quality.
In addition, three key factors that influence the consumer's purchase intention are Image Quality and VDO, the blogger they followed is very unique and also creates content in his/her own style. It is inevitable that bloggers have become a tool in commercial things, and this study wants to investigate the influence of bloggers' characteristics that influence the customer's purchase intention to buy cosmetics. The main purpose of this study is to study the characteristics of bloggers that influence the customer's purchase intention to buy cosmetics.
There are too many factors that influence purchase intention in cosmetics, but this study only focuses on the characteristics of bloggers in Thailand. Many researchers discovered that bloggers or micro-influencers are becoming more and more powerful nowadays and can also influence people on their purchase intention.
2 . 2 Cosmetics
For this study, Blogger in the cosmetic context that we called beauty blogger in Thailand but in this study will sue "Blogger" to avoid misunderstandings.
2 . 3 Social Media
In this paper, social media are impactful media online platforms that imply the internet network, for example, Facebook, YouTube, Myspace, Twitter, etc.
2 . 4 Opinion leadership
2 . 5 Perceived Originality
2 . 6 Perceived Uniqueness
2 . 7 Perceived Quality
2 . 8 Perceived Quantity
2 . 9 Customer ’ s purchase intention
2 . 10 Hypothesis Summary
RESEARCH METHODOLOGY
3 . 1 Research Design
3 . 2 Sample and Data collection
General information about respondents
3 . 3 Data Analysis
3 . 4 Reliability and Validity
RESULT AND DATA ANALYSIS
4 . 1 Demographics Information
From Figure 4.2 Highest level of education, there are 3% of respondents who graduated from high school, 19% graduated with a master's degree and 78% graduated with a bachelor's degree.
4 . 2 General Information
4, the frequency of buying cosmetics follows, 8% of respondents have bought cosmetics more than 3 times a month. 29% of the respondents have bought cosmetics once per 2 to 3 months, which is the same number of respondents who bought cosmetics once a month with 29%. 62 respondents search for reviews via Instagram and 56 respondents search for reviews via Facebook 6 people blog using Twitter or Jeban.
4 . 3 Descriptive Analysis
Comparing mean scores
ANOVA analysis
4 . 4 Factor Analysis
Reliability Statistics
- QC’s (Quality of content) reliability statistics
- OP’s (opinion leadership) reliability statistics
Cronbach's alpha is a measure of internal consistency about how closely related a set of items are as a group. The alpha coefficient for the four items is .868, indicating that the items have relatively high internal consistency. The alpha coefficient for the three items is .773, indicating that the items have relatively high internal consistency.
Coefficient alpha for the three items is 0.769, indicating that the items have relatively high internal consistency.
Regression Analysis
According to table 4.8 Model summary, indicates that the model, which consists of independent variables, affects the dependent variable at adjusted r-square 0.418. While Table 4.9 Model ANOVA scores, the result of running regression analysis between all three independent variables (QC (Quality of Content), OL (Opinion Leadership), BBH (Blogger's Behavior of Content Behavior)) and one dependent variable (Customer Purchase Intention) shows that themselves. 0.000, which is less than 0.05, and indicates that the regression model overall statistically significantly predicts the outcome variable.
From table 4.10, there is a significant correlation between OL (Opinion Leadership) and intention to use (Sig. = 0.000) with a strong correlation being 0.379 (Beta). While QC (Quality of Publication) has an effect not as much as with the other independent variables, but still contributed to the model. The relationship can be described by using the regression formula below, where you can predict the consumer's purchase intention from these three independent variables and determine whether independent variables contribute statistically significantly to the model.
Which means that consumer purchase intention (TB) has a relationship between the independent variables with 0.038 times the quality of the content created by the blogger, plus 0.145 times the opinion leaders and 0.107 times the content posting behavior of the blogger. The constant 0.266 represents the intercept for the model if the other independent variables are equal to zero.
CONCLUSION AND RECOMMENDATION
- Conclusion
- Limitation
- Recommendation
- Opportunities For Future Research
Due to some conditions of different behavior between male and female, this study only focuses on the purchase intention of females only in the cosmetics industry. Furthermore, this research only focuses on finding the different characteristics of the blogger, but does not look into the details or the reason for each factor. This study cannot provide qualitative information to understand more details and reasons why the answers were chosen.
Moreover, these factors related to consumer purchase intention, which are blogger's opinion leadership and Blogger's behavior in posting content, are truly distinctive when compared with factors such as perceiving originality or perceiving uniqueness attributes. The public or consumers are willing to seek the information based on their own interest and followed different bloggers on their own social media channel. For the further research, I might recommend conducting qualitative research to understand more about descriptive answers or concept answers that quantitative research cannot provide us and also gain insight into consumer behavior.
Due to time limitation in this research, only collect data from 100 respondents, the future study should collect data from specific area, for example, collect the data nationwide to represent specific consumer's purchase intention. Finally, it can be useful for cosmetic or related organizations to take advantage of this research to consider blogger's characteristics that should match brand and also make a decision based on publications of bloggers, to provide customers with all the information what they want to know and represent cosmetic brand in their own unique style.
Retrieved August 10, 2019, from https://statistics.laerd.com/spss-tutorials/linear-regression-using-spss-statistics.php.
APPENDICES
Questionnaire
19. The publications on the blogger's channel are provided with all the information about cosmetics that you need to know.
ANOVA Analysis result
3. The blogger you follow offers interesting content that suggests new ideas and trends to use.
