Many thanks for your valuable guidance and encouragement throughout this topic paper. The purpose of this thematic paper is to investigate consumer behavior and attitudes towards online shopping for cosmetic products in Thailand. This study seeks to fill the gap in the literature dealing with Thai consumers' behavior and attitudes regarding the online cosmetics industry.
The results of this study show that 7 factors that can influence and affect online purchases of online cosmetics, with the most important being the accessibility and reliability factor, pragmatic motivational factors (Convenience) and economic motivational factors (Prices). The results will provide the ideas and practical recommendations, which will be able to be implemented in online cosmetics businesses in order to improve, develop and generate sales growth, making it one of the powerful players in online businesses. It led the beauty products market, reaching $91 billion in sales worldwide, with the majority of users coming from the Asian market (GC magazine, 2010).
The main purpose of this paper is to investigate consumer behavior and attitudes towards online purchasing of cosmetic products in Thailand. This study attempts to fill the gap in the literature on Thai consumers' behavior towards the online cosmetics industry. The results of this study will provide ideas and practical recommendations that will be able to be implemented in online cosmetics businesses to improve, develop and generate sales growth, making it one of the strong players in online businesses.
Consumer behavior research will help in analyzing and predicting the intentions of future online buyers when purchasing cosmetic products online.
LITERATURE REVIEW
- Definition
- Consumer behavior
- Online business
- Consumer behavior toward online businesses
- Situation and market analysis
- Skincare trends
- Digital marketing trends
- Consumer behavior towards shopping online
- The factor driving consumers to shop online
- Pragmatic motivation
- Consumer motivation
- Economic Motivation
- Accessibility and reliability factor
- Demographic motivation
- Social motivation
- Situation motivation
Their routine use of the Internet for other purposes leads them to use it as a shopping channel as well. This means that about one-third of each day is spent on the Internet by one-third of the total Thai population. From a survey (NECTEC) of Thai consumers browse the internet to shop online via smartphone, spending an average of 4,000 THB per purchase.
Recently, online shopping has become more popular due to changes in consumer behavior, with more time spent on the Internet. Therefore, it can be said that Thai consumer behavior has changed in this era, with more consumers turning to the Internet to shop online. Customers can compare close product variations, product features and prices of different brands with the simple click of a mouse (Alba et al., 1997; Shankar et al., 2003).
Easy access, including information about products and services, helps consumers make their decisions quickly (Suki et al., 2001). When people play or work online, they tend to buy online as well (Korgaonkar and Wolin, 1999; Joines et al., 2003). While some Internet shoppers view shopping activity as work, others find it fun and see it as entertainment (Monsuwe´ et al., 2004).
Some customers, both individuals and social groups, want to buy products from the Internet for emotional satisfaction (Bloch and Richins, 1983; Hirschman, 1983; Childers et al., 2001; Menon and Kahn, 2002; Parsons, 2002). Motivation factors also include useful information, price, delivery time and reduction of processing error (Monsuwe´ et al., 2004). Reliability factors, such as accurate express freight practices and item charges, delivery time, receipt of merchandise in logical condition, and fast home delivery motivate consumers to shop online (Rajamma et al., 2007).
Also, fast response time and smooth transactions motivate consumers to shop online (Rajamma et al., 2007). Consumers with higher education and higher income levels are more likely to shop online (Li et al. 1999). Social motivation includes the social environment, norms, family and peers that influence online purchase decisions (Limayem et al., 2000, Kraut et al. 1996).
Some researchers have explained more about social motivation such as the motivation of review site and bloggers and related to online shopping behavior (Korgaonkar and Wolin, 1999; Joines et al., 2003). Situational motivation contains various factors that influence consumers' online shopping, such as time pressure and geographical distance (Monsuwe´ et al., 2004).
RESEARCH METHODOLOGY
- Conceptual Framework
- Data collection
- Question category
- Research questions related to 7 factors
- Questions relates to factors
The figure shows the conceptual framework for factors that relate and drive consumer behavior towards online cosmetics shopping. According to the purpose of the study, the collection of information about the online cosmetics market in Thailand is based on both secondary data and primary data. The research methodology began with the collection of secondary data from the online cosmetics market in Thailand.
On the other hand, the purpose of collecting primary data was to address and analyze factors and research problems. Thus, consumer perception and consumer buying behavior information for online cosmetics companies were collected by primary data. The second section aimed to measure consumer buying behavior and consumer perception of online cosmetics companies.
The table shows the categories of information and the specific information requested in the personal interview. Consumer behavior The reason for using or not using cosmetics Perception of online cosmetic products Price sensitive. The personal interview will start with demographic information and consumption habits to confirm that the interviewee fits the target group of this research.
However, consumer behavior will interview seven factors (to explore which factors are associated with Thai consumers towards online cosmetic shopping). The factors will be used to test and discover which independent variables influence the consumer behavior of cosmetics consumers. What do you think about the convenience factor and can it motivate you to buy cosmetics online.
Economic motivation: competitive price and good discounts Do you think price can influence your online purchases. Demographic motivation: age, gender, income level, education What factors do you think can influence the purchase of cosmetics online. 7 Situational motivation: time pressure, geographical distance - Do you think traffic and distance to shopping affect your consumer behaviour.
DATA COLLECTION AND ANALYSIS
The data analysis
- Demographics
- Consumption habits Product
- Consumer behavior related to 7 factors Consumer behavior
- Summary of testing factors
According to the results, we can conclude that almost all respondents preferred to use care products from online channels. According to the data, we can say that most consumers often bought cosmetics online. Because of these results, we can say that bank transfer was the most popular method among online consumers.
27% (4 out of 15 respondents) were concerned about brand image and recommendations from others to influence them to buy. 3 out of 15 respondents) said that brand, price, recommendation and purchase channel influenced them. So it can be stated that brand image, price and recommendations from others were the top 3 factors that influenced customers before buying products online. So far, social media can be said to be an effective method for viral advertising with visual storytelling.
More than three quarters of respondents believed that the convenience factor influenced and motivated them to shop online. 86.66% (13 out of 15 respondents) of the interviewees considered convenience in time and place to be very important. According to the research, it is obvious that pragmatic motivation is one of the factors that significantly influenced the change in consumer behavior.
Here again it can be seen that most of the customers liked shopping online because most of the time they spent on the internet made it easy to browse and shop online. Three-quarters of respondents said that price and promotions were factors that could motivate them to buy cosmetics online. 100% of respondents said that easy, fast access, including delivery time, are important factors in driving customer purchases and sharing opinions with other people.
They said people who buy cosmetics online need to be educated as they need to know how to use and access a computer, smartphone or smart device. So far, it can be said that age, gender, income and education are the factors that most influence online cosmetic shopping. It can be said that media including advertisements, TV and blogger reviews were influential.
Discussions
According to the literature review, there are 7 factors that can make consumers shop online. It can be observed that out of 15 respondents) of the target turned to shopping online cosmetics because of convenience. This factor can be combined with situational motivation, which is about time, pressure and geographical distance.
Not surprisingly, 15 out of 15 respondents felt joy and happiness when shopping for cosmetics online. It is emphasized that nowadays people spend most of their time on the Internet for work. In addition, accessibility and reliability factors are very important to motivate and encourage people to buy.
100% of respondents indicated that easy access to websites and quick responses or communication with staff and on-time delivery were important factors that could motivate them to shop online, including recommending to others. 80% (12 out of 15 respondents) of the target group said that despite the relatively high salaries, they are still concerned about the price. Almost the entire target group preferred to pay less than the retail brand for online cosmetics because they buy blind.
Lower prices and promotions are effective tools that can motivate consumers to buy cosmetics online. Therefore, it can be said that social media advertisements and blogger reviews make consumers more aware of what is happening in the market and follow trends. The role of an advisor is slowly diminishing in contrast to celebrity advertising, which can play a significant role and endorse products in the purchasing process.
Respondents believe that all factors can encourage people to buy cosmetics online. Age and income 46.66% (7 out of 15 respondents) are the factors that people believe most influence consumer behavior.
Recommendation
CONCLUSION AND RECOMMENDATION
Conclusion
Limitations
Further research
The Impact of Perceived Channel Tools, Shopping Orientations, and Demographics on Consumer Online Buying Behavior. Predicting consumer intentions to use online shopping: the case for an extended technology acceptance model.
APPENDICES
Appendix A: Questionnaire
Demographics
Consumer behavior related to 7 factors (Please explain your answers)
