อิทธิพลของข้อมูลจากการรีวิวเครื่องสำอางของบิวตี้บล็อกเกอร์ต่อกระบวนการตัดสินใจของผู้บริโภคเจเนอเรชันวายในประเทศไทย

Abstract

This Independent Study aimed to study the influence of information from beauty blogger's cosmetic reviews on the decision-making process of generation Y consumers in Thailand. The data were collected by online questionnaires of 400 people and analyzed using descriptive statistics consisting of frequency, percentage and mean. Analyzed using inferential statistics include analysis of the difference between the mean of the two sample groups: generation Y groups with different age ranges, using an Independent sample t-test and analysis of the difference between the mean of more than 2 sample groups: generation Y group with different average monthly income, using one-way ANOVA. The study found that the majority of the respondents were females, aged 20 - 29 with average income lower than 15,000 baht per month and average cosmetics purchase 501-1000 baht per visit. The most often used social media is Facebook with average beauty blogger reviews received 4 - 6 times per week, ever decided to buy cosmetics after consuming information from beauty bloggers' reviews with the utmost importance of reviews that offer product information. They chose to receive information most often when there is a need to find out more about a particular product to help make purchasing decisions. The type of cosmetics reviews that has received information the most and play a big part in decision-making after consumed reviews are makeup. The respondents are aware that bloggers' cosmetic reviews are presented by both a advertising. customer review and a sponsored review. As well as, agreed that both forms of reviews have a large influence on making decisions. The Beauty Blogger product review that influences the consumer decision-making process found that: 1) Media stimulation, the respondents were most interested in purchasing cosmetics when they saw good results from other consumers, so they wanted to buy as well. They are highly interested in details presented by cosmetics reviewers, which those who have extremely received the most attention are beauty bloggers. 2) Information search, the participants tend to search for results after using a product, most often in video format. They often want to find details about cosmetics by watching the beauty blogger reviews the most before making a purchase, which also has the highest level of desire to find out more about products by watching beauty blogger reviews after seeing certain products on online platforms. The main reason is to find reviews before buying a product is to know the pros and cons of the product. 3) Evaluation of alternatives, the overall average level of cosmetic goods review characteristics/concepts by beauty bloggers is high. By clearly comparing the before and after results, using the product is at the most effective level. 4) Products and services purchasing readiness, most of the respondents use beauty blogger's cosmetic reviews to help them make their purchasing decisions. The most important reason is that reviews from beauty bloggers are reliable and unbiased, giving the impression of real users. In contrast, the main reason they did not decide on reviews is exaggerated latency 5) Evaluation after using products and services, respondents were highly satisfied with the cosmetics they purchased according to beauty blogger reviews.