BUDDHIST PSYCHOLOGY ANALYSIS OF CAUSAL RELATION ON SHIPS THAT INFLUENCED THE INTENTION OF BUYING COSMETICS FOR FACE DECORATION (MAKEUP) VIA SOCIAL MEDIA OF CONSUMERS IN BANGKOK

Abstract

The objective of this research is to study the causal relationship influencing the purchase intention of cosmetics for face decoration via social media of consumers in Bangkok. The population 0f research 5,686,646 persons live in Bangkok By adding Buddhist psychology principles study this researcher use actioner of a tool are questionnaires as a tool to collect data from 400 samples from random sampling using probability-based random sampling. Multistage Sampling: Stratified Sampling and Purposive Sampling. Those who decide to buy face makeup via social media. Descriptive statistics analysis including frequency, percentage, mean and standard deviation and inferential statistical analysis such as Structural Equation Modeling, are used to analyze data as for Buddhist psychology and analysis, use of qualitative presentation documents.

          The results of research were found as follow:

1. Causal relationship that influences the behavior of intention to buy cosmetics for makeup through social media of consumers in Bangkok according to Buddhist psychology, namely integrated marketing communication which consists of accepting Knows how to use easily Awareness of benefits and attitudes. The research found that integrated marketing communication has a direct positive influence on perceived ease of use. Awareness of the benefits and attitudes of buying makeup on social media in Bangkok consumers and indirectly influence the behavior of indirect buying intent through the perceived benefits Perception of ease of use and attitude With statistical significance at the level of 0.05 and objective number 2. To test the consistency of the causal relationship model that influences the behavior of buying cosmetics for makeup through social media of consumers in Bangkok according to Buddhist psychology such as awareness of ease of use the perception of benefits and attitudes.