ปัจจัยที่มีผลต่อการซื้อซํ้าของอาหารเสริมเพื่อบํารุงผิวพรรณในร้านค้าปลีกสมัยใหม่: กรณีศึกษาผู้บริโภคกลุ่ม Generation Z ในเขตพื้นที่ อําเภอบางละมุง จังหวัดชลบุรี

Kitpatiparn Wattanaprajak; Wilailaksana Soykeeree

Authors

Kitpatiparn Wattanaprajak Faculty of Food Business Management, Panyapiwat Institute of Management
Wilailaksana Soykeeree Faculty of Management Science, Nakhon Sawan Rajabhat University

Keywords:

Skin Care Supplements, Repurchasing Behavior, Generation Z

Abstract

This research aims to (1) investigate the purchasing behaviors of skin care supplements in modern retail stores among Generation Z group of people in Bang Lamung district, Chon Buri province and (2) examine the factors influencing repurchasing intention of skin care supplements in modern retail stores among Generation Z group of people in Bang Lamung district, Chon Buri province. The data were collected from the sample group consisting of 400 persons in Bang Lamung district, Chon Buri province with the use of an online questionnaire as the data collecting tool. The employed statistics for data analysis were descriptive statistics including the frequency, percentage, mean, and standard deviation, as well as the inferential statistics, specifically the multiple linear regression analysis.

The research results show that the majority of respondents purchase skin care supplements infrequently and primarily through convenience stores. Results of the multiple regression analysis by applying the Y = 0.79 + 0.111X_Know + 0.094X_Consc + 0.405X_Loyal + 0.239X_Market + ϵ equation indicate that the brand loyalty factor has the strongest influence on the decision to purchase skin care supplements, followed by the marketing factors. Therefore, entrepreneurs should focus on building brand trust and loyalty, utilizing marketing strategies that emphasize a health-friendly image and effectively leveraging online channels.

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