FACTOR INFLUENCING THE CUSTOMERS TO USE ONLINE SHOPPING PLATFORM FOR SHOPPING COSMETICS: A CASE STUDY OF PEOPLE IN BANGKOK
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Abstract
Nowadays social media highly influence people with the enjoyment of online platform such as chatting, watching, listing, working and/or shopping. The research has been gathered to survey and look into the points that impact consumers use of online shopping platform to shop cosmetics in Bangkok. The data were collected through questionnaire survey by distributing 400 questionnaires to 400 qualified respondents who are living in Bangkok and have experience from an online platform to shop cosmetics by using easy sampling techniques. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) are used to test the validity and credibility of the model and to analyze the impact between factors. The study results indicated that eWOM and Relative Advantage have a direct considerable impact on trust and indirect significant influence on attitude towards online shopping. Moreover, the research has been found that relative advantage, perceived benefit and trust also have a direct significant influence on attitude towards online shopping. Thus, the online platform encourages people to seek and consume products as well as cosmetics, customers could select the willingness of cosmetic products according to their preference.
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