I would like to thank you for her kindness and recommendations which helped me to improve and develop the research to complete this paper, without her, I would not have been able to complete my research. I would like to thank all friends, classmates and respondents for their valuable time to complete the online questionnaire and share it with your friends. Finally, I would like to express my gratitude to my parents and my loving family, who always support and encourage me in every step of my life until the completion of my Master's studies.
Therefore, cosmetic brands or marketers should know the most important factors by which a blogger recommendation can influence a consumer's purchase intention. The purpose of this study was to examine the factors influencing Thai female consumers' intention to purchase cosmetics based on a blogger's recommendation. This research used a convenience sampling method using an online questionnaire to collect data from Thai female consumers who have experience reading online product reviews (75 respondents).
The key findings of this study showed that most of the respondents read product reviews from blogger sites and consumer review sites, and purchased the cosmetics once in 3 months or once a month.
INTRODUCTION
Background
Most consumers often rely on product information through search engines and blog reviews from others on the Internet to make a comparison of the products (Vishal, et al., 2002) and better understand the products to support their purchasing decisions (Chin-Lung, et al., 2013). Sources of the product information can be a blog, video or photo from consumers or bloggers who have experience using products, which can influence consumer behavior and attitudes.
Research Objective
LITERATURE REVIEW
- Blogging Communities
- Blogs
- Blogger Behavior and Influence
- Consumer Behavior
- Reader Perception of Online Consumer Review
- Purchase Intention
- Attractiveness
- Trustworthiness
- Expertise
- Reputation
- Usefulness of Blogger Recommendation
A blogger is a person who provides information from his experience and attitude such as using cosmetic and skin care products in a personal blog and provides comments or recommendations for blog readers to read before making their decision (Chin-Lung, et al., 2013). From the previous studies found the factors that influenced the consumer's purchase intention which was conducted in different countries such as Taiwan (Chin-Lung, et al., 2013), India (Vandana, et al., 21014) and Malaysia (Samin, et al., 2013). Similarity is the similarity between the source and receiver of the message that they have similar needs and goals while familiarity refers to the degree of knowledge of the source through exposure, liking is liking the source as a result of appearance or behavior (Nishith, et. al., 2013) .
Thus, consumers perceive the message as credible, which can directly influence consumer behavior and attitudinal intentions (Nishith, et al., 2013). According to the previous study has shown that consumers get information about products from different reference groups and different sources such as blog, which is one of the most important channels that online consumers are using to consider their products to reduce the uncertainty of transactions (Chin-Lung, et al. ., 2013). Past research shows that reputation has a significant impact on consumer trust and behavioral intention (Luis, et al., 2008).
Thus, consumers can use this channel to evaluate, review and find out the opinions and suggestions of others to reduce risk and uncertainty in purchasing before making a decision (Chin-Lung, et al., 2013).
RESEARCH METHODOLOGY
- Conceptual Model
- Research Design
- Sampling Method
- Sample Size
- Questionnaire Design
This research population focused on Thai female consumers who have experience on reading reviews of cosmetic products through the online and social network. Next session is consumer purchasing behavior on cosmetic products which contains six questions to ask about consumer behavior when considering and purchasing the cosmetic products. One part asks about the usefulness of blogger recommendations to consumer attitudes they observe after reviewing online cosmetic product information, and the other two questions ask about the decision making after considering the cosmetic product information of bloggers.
The result shows that 60 percent of the respondents bought cosmetic products once in 3 months and once a month with 33% and 27%. The result in Figure 4.3 shows that the majority of respondents spent 1,001 to 2,000 baht per transaction (44%) and only 5% of respondents spent more than 4,001 baht per transaction on the purchase of cosmetic products. The result shows that most of the respondents bought cosmetic products from a counter brand with 16% from the retail store, online website, and the rest from social media and other channels.
65% of respondents bought cosmetic products to look better, while others bought them to improve self-esteem (17.3%), cover skin problems (10.7%), personal hygiene (4%) and others (2.7%). The purchase intention of cosmetic products was influenced by the top five elements of the blogger and the blogger's recommendations. I prefer to read reviews of bloggers who give honest and reliable opinions about cosmetic products based on their experience.
I prefer to review from bloggers who have high skills, knowledge and experience in using cosmetic products. I prefer to read a review from well-known bloggers, which can increase my purchase intention on cosmetic products more than ordinary reviewers on the Internet. It showed that Thai female consumers can be influenced by reputation bloggers who have endorsed or reviewed cosmetic products through online blog review, including the usefulness of blogger recommendation has a direct impact on purchase intention, which consumers can use it to make the final decision about their purchase .
This research aimed to study the factors influencing cosmetic purchase intention of Thai female consumers regarding blogger recommendation, including investigated consumer profiles of Thai females on the purchase of cosmetic products. In addition, the company can use reputation bloggers to review or recommend cosmetic products that consumers or readers can access and collect the information and help them make a decision before making the purchase.
FINDING AND DATA ANALYSIS
Respondent Profiles
Descriptive Statistics
- Reviewing Channels of Cosmetic Products
- Frequency of Purchasing Cosmetic Products
- Amount of Spending per Transaction
- Purchasing Channels and Reason
- Influencing Factors on Purchase Cosmetic Products
- Purchase Intention
It may indicate that the respondents have purchasing behavior within three months, they can purchase cosmetic products at least once a month or in three months, and they can contribute three times or more in three months. I prefer to read reviews from bloggers who have a sense of similarity or image like me.
Correlation Analysis
Multiple Linear Regression
This shows that bloggers' recommendation reputation and usefulness contribute to purchase intention towards bloggers' recommendation for cosmetic products, but the remaining independent variables do not.
Final Model
A conceptual model of this study in Figure 3.1 has five influence factors which are attractiveness (Nishith, et al., 2013), credibility (Joseph . & Richard, 2003), expertise (Roobina, 1990), reputation (Luis, et al . , 2008), and the usefulness of bloggers' recommendation (Chin-Lung, et al., 2013) and these factors directly influenced purchase intention. The results of the multiple linear regression used to test hypotheses 1 to 5 proposed that attractiveness, trustworthiness, expertise, reputation, and usefulness of blogger recommendation towards purchase intention. While reputation (H4) and usefulness of blogger recommendation (H5) significantly influenced consumer purchase intention, which results are similar to the positive influence of usefulness and reputation found in previous research (Chin-Lung, et al ., 2013).
This study showed that consumers perceive the usefulness of blogger recommendation from the content on blogs and reputation bloggers can directly influence consumers' purchase intention. Even if there is a lack of face-to-face communication between bloggers and readers, but bloggers can provide a virtual interface to interact and share user experience with their followers, such as video, picture, text and message that it is reader's attitude can influence when it is considered to buy cosmetic products. The implications of this study, a significant managerial implication is that understanding the influence of bloggers on consumer purchase intention that cosmetic company can help create a marketing plan using reputation bloggers.
The finding can also be used to guide the cosmetic company in developing an effective marketing program and business strategies to influence consumer purchase intentions. If consumers perceive the usefulness of bloggers' recommendations, it will directly affect consumers' purchase intention, which can increase product sales for the company through this activity. The sample size of this study was 75 respondents; few respondents examined the influence of bloggers' recommendation on Thai consumers, which was insufficient to fully determine the set of factors associated with purchase intention.
For further research, an in-depth interview or a focus group of readers can provide a clear picture and understanding of why and how bloggers can influence consumer purchase intention. Consumer attitudes toward blogger-sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Factors influencing purchase intention for cosmetics in Thailand: A study on the relationship between credibility and reputation and persuasive skills of female beauty bloggers.
Questionnaire: Factors influencing Thai female consumer's cosmetic purchase intention towards blogger recommendation. From question 9 to 13, based on your perception and attitude, choose the best answer that describes you when using online reviews of cosmetic products from.
CONCLUSION AND RECOMMENDATION
Conclusion
A questionnaire was prepared based on a conceptual model and distributed to a sample of Thai female blog readers who had the experience of reading reviews over the Internet (N = 75). Most of the consumers were reviewer cosmetics via blogger site and consumer online review site. A general statement about the participants is that they read the review before buying cosmetics, but that they did not have a significant consumption per transaction and did not often buy the products as the cosmetic product is a luxury item.
Regarding the results of correlation analysis, all variables are significantly correlated at 1 or 5 percent levels. In conclusion, the speed of Internet users through social media channels has made these channels become the most powerful tool for spreading information and opinions of bloggers or online users through electronic word of mouth to blog readers who can read and perceive information and knowledge from reading. blogs which they can use this information to consider in the purchasing process.
Managerial Implication
Limitation and Recommendation for Future Research
Purchasing Behavior
Descriptive Statistics of Influencing Factors toward Blogger
Descriptive Statistics of Purchase Intention
Descriptive Statistics of Independent Variables and Purchase Intention
Correlations of Independent Variables and Purchase Intention
World Internet Users
Conceptual Model of the Study
Reviewing Channels
Frequency of Purchasing Cosmetic Products
Amount of Spending per Transaction
Final Model of the Study
