Marketing Communication Process Affecting Skincare Buying Behavior of  Millennials in Thailand

Nontipan  Prayurhong; Cheewan  Charoensook; Kachaporn  Wongchaisuwan

ผู้แต่ง

Nontipan Prayurhong Sripatum University, Thailand.
Cheewan Charoensook Sripatum University, Thailand.
Kachaporn Wongchaisuwan Sripatum University, Thailand.

คำสำคัญ:

Marketing Communication Process, Skincare Buying Behavior, Millennials

บทคัดย่อ

This research aims to examine the causal factors influencing purchase intention and purchasing behavior of skincare products among millennial consumers through digital media in Thailand. The objectives of the study were: (1) to investigate the causal factors affecting purchase intention of millennial consumers toward skincare products through digital media; (2) to examine the influence of purchase intention on the purchasing behavior of skincare products among millennials; and (3) to develop a model of the marketing communication process that affects skincare purchasing behavior of millennial consumers in Thailand. Advancements in communication technology have enabled marketing campaigns to be launched rapidly, with digital media acting as a catalyst that shapes consumer behavior through increased access to information and product offerings. As investment in digital media marketing across industries in Thailand continues to grow significantly each year, understanding how digital communication influences consumer decision-making has become increasingly important. This study employed a mixed-methods approach. Qualitative data were collected through in-depth interviews with five marketing experts, while quantitative data were gathered using questionnaires from a sample of 400 skincare consumers aged 20–40 years. Structural Equation Modeling (SEM) was applied to analyze the quantitative data and examine the relationships between variables.

The findings revealed that attitude toward digital media usage, referral groups, and digital media literacy had positive direct influences on purchase intention. In addition, purchase intention had a positive direct influence on purchasing behavior. Furthermore, attitude toward digital media usage, referral groups, and digital media literacy also indirectly influenced purchasing behavior through purchase intention. The results provide valuable insights for beauty product marketers in improving digital communication strategies and selecting appropriate digital media channels. Additionally, the findings may assist government agencies in developing guidelines for regulating digital media information and enhancing consumer information security.

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