DETERMINANTS OF ONLINE COSMETIC PURCHASE DECISIONS AMONG CONSUMERS IN NONTHABURI PROVINCE

Abstract

This quantitative study investigates factors influencing consumers’ decisions to purchase cosmetics online in Nonthaburi province. The research focuses on three key areas: personal fundamentals, cosmetic buying behavior, and marketing mix elements. Data were collected from 400 Thai consumers using accidental sampling and analyzed through various statistical methods including T-tests, ANOVA, and multiple regression. The findings reveal that gender significantly affects online purchasing decisions, while cosmetic buying behavior does not. However, marketing factors—particularly price and distribution channels—positively influence consumer decisions, with the marketing mix accounting for 75.10% of the variance in online cosmetic purchases.