Consumers’ purchase decision of Skincare Products via the TikTok Application in the Bangkok Metropolitan Area

Abstract

This study aimed to examine consumer purchasing decisions regarding skincare cosmetic products via the TikTok application in Bangkok. The objectives of this research were: 1) to investigate purchasing decisions for skincare cosmetics through TikTok; 2) to compare purchasing decisions based on demographic characteristics; and 3) to analyze the factors influencing purchasing decisions of skincare cosmetics on TikTok. The sample consisted of 403 consumers residing in Bangkok. Data were collected using a structured questionnaire, and the statistical techniques employed for data analysis included the independent samples t-test, one-way ANOVA, and multiple regression analysis. The results indicated that: 1) the majority of respondents were female, aged between 21 and 30 years, and demonstrated a high overall level of perception toward the 5A marketing framework; 2) the comparison of demographic factors—including gender, age, education level, occupation, and average monthly income—revealed no statistically significant differences in purchasing decisions at the .05 level; however, marital status showed a statistically significant difference; and. 3) the aware, ask, act, and advocate factors significantly influenced purchasing decisions at the .05 level, with Advocate having the strongest influence, followed by ask and aware, respectively.