The Influence Factors of Cosmetic Platform for the Intention of Thai Customer Buying Cosmetic Online

Abstract

With the rise of the digital age, the rapid growth of the Internet has transformed many fields. Online purchasing has become a new shopping channel, offering consumers convenience, diverse product choices, competitive prices, and personalized options. In fact, the e-commerce market value is projected to reach $32 billion by 2025, with mobile devices accounting for over 80% of total online sales. According to the results, influence factors on customer intention in terms purchasing online, 4Cs to consumer, purchase cost, communication on the platform between seller and customer, and convenience, had positively correlated with online purchasing intention. Reliability analysis results showed that the Cronbach's αcoefficient for the factors influencing purchase intention was 0884, the Cronbach's αcoefficient for influence factors on customer intention in terms of purchasing online was 0.853, and the Cronbach's αcoefficient for Acceptance of using online purchasing platforms and its relation to purchase intention was 0.847. The reliability of all scales was higher than 0.7, indicating that the selected scales had good reliability. This study focuses on the online shopping decisions of Thai cosmetics consumers, examining how their personality, attitude, perception, and external environments influence their purchasing behavior.