The Relationship between Online Influencers' Strategies and Cosmetics Purchasing Behavior of Consumers in Central Thailand

Abstract

              This research aimed to 1) study the online purchasing behavior of cosmetics based on influencer recommendations among consumers in the Central region of Thailand; 2) examine the relationship between demographic factors and online cosmetic purchasing behavior; and 3) investigate the relationship between influencer strategy factors and cosmetic purchasing behavior. The sample consisted of 400 consumers in the Central region who had purchased cosmetics online based on recommendations from influencers. A questionnaire was used as the data collection tool. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including the t-test, one-way ANOVA, and Pearson correlation analysis.

              The findings revealed that differences in gender, education level, and average monthly income were significantly related to online cosmetic purchasing behavior, particularly regarding the type of cosmetics and the amount spent per purchase. Female consumers tended to focus on cosmetic categories more than male consumers, while average monthly income was a crucial factor influencing product selection ability. Furthermore, the influencer's content strategy was found to be statistically significantly related to consumer purchasing behavior at the 0.05 level. This study focused on consumers as information receivers in Thailand’s Central region. Therefore, the application of these findings should consider contextual differences in other areas and demographic characteristics to ensure effective marketing strategy development and planning in the future.