A STUDY OF FACTORS POSITIVELY AFFECTING COSMETICS ONLINE’S PURCHASE BEHAVIOR OF ORGANIZATIONS’ EMPLOYEES IN BANGKOK AREA

Abstract

The researchers attempted to study the positive influence of web-vendor security risks, personal innovativeness, perceived ease of purchasing, perceived usefulness, product marketing activities, corporate image, product or service image, and user image towards cosmetics online’s purchase behavior of organizations’ employees in Bangkok area. The population of the study was organizations’ employees in Bangkok of around 5.06 million people. The convenience sampling was implemented and the 259 survey questionnaire were collected during April 2017 and analyzed using multiple regression analysis. The researchers found that personal innovativeness (β = 0.535), perceived usefulness (β = 0.371), and product or service image (β = 0.245) explain 54% of the positive influence towards cosmetics online’s purchase behavior at .01 significant level.