其他摘要：The purposes of this research were 1) to study social media purchasing behavior for cosmetic of consumers in Wattana district, Bangkok; 2) to study marketing factors that influence social media purchasing behavior for cosmetic of consumers in Wattana district, Bangkok. The representative samples were 245 consumers who are between 15-60 years living, studying and working in Wattana district, Bangkok. The instrument that used in the research was questionnaire. Statistics used for analyzing data were frequency, percentage, average, standard deviation, Independent sample t-test and One way ANOVA (F-test) at significance level of 0.05. The results indicated that the social media purchasing behavior for cosmetics most purchase were lipsticks and facial cream because delivery reason. The people that affected decision to buy cosmetics were friends and colleagues. The frequency of purchasing cosmetics was uncertain. Cost of purchasing cosmetics per time was less than THB 1,000 and the reason for choosing the cosmetic was personal usage. The product factor that had the most important for the sample was that cosmetics had a well-established reputation. The price factor that had the most important for the sample was that cosmetics with a reasonable price for quality. The place factor that had the most important for the sample was that social media channels were able to reach buyers well. The promotion factor that had the most important for the sample was that providing various information.
关键词：สื่อสังคมออนไลน์; พฤติกรรมการซื้อ; เครื่องสำอาง; social media; purchasing behavior; cosmetic
其他关键词：social media / purchasing behavior /
cosmetic
