อิทธิพลของแรงจูงใจด้านสุขภาพ ความรู้ด้านสุขภาพ และความใส่ใจสุขภาพต่อความตั้งใจซื้อผลิตภัณฑ์เวชสำอางผ่านข่องทางออนไลน์

Abstract

The objectives of this research aim to study consumer of health motivation, health knowledge, health consciousness, and intention to purchase cosmeceutical products online. Also, examine influence of health motivation, health knowledge and health consciousness on intention to purchase cosmeceutical products online. The survey research method was employed by using questionnaire. The samples are 394 of people representative who were expected to purchase cosmeceutical products online. Then the data were analyzed by parametric and non- parametric statistics that t-test analysis, one-way ANOVA, and multiple regression analysis. It was found that health consciousness had impact on intention to purchase cosmeceutical products online. This research, entrepreneurs of cosmeceutical business can be applied the results from research to improve the marketing process in the cosmetic products business and to use as guideline for creating consumer of health motivation, health knowledge and health consciousness had impact on intention to purchase cosmeceutical products online. Also marketers can be applied the results from research to determine the marketing strategy of cosmeceutical products online. To consistent with consumer of intention to purchase cosmeceutical products online.