This study aims to research on influential factors on purchase intention of cosmetic “Brand X”. Hypotheses are developed from previous literature reviews on consumers’ behavior, including an adoption from the framework of Theory Planned Behavior and Branding. The five constructs are Brand Loyalty (BL), Brand Knowledge (BK), Perceived Behavioral Control (PBC), Subjective Norm (SN) and Prior Experience (PE), which are expected to have positive influence on Purchase Intention (PI). An online survey of questionnaire has been done to test on these hypotheses. The collected data is examined using descriptive analysis and regression analysis to discuss on the purchase intention of cosmetics. The impact of culture on the conceptual model is taken into account. Different nationalities may show different factors affecting PI, as a result of making a comparison between Thai and non-Thai nationalities in this case. Hofstede’s model is used to explain further on the cultural perspective.
As the internet becomes part of our everyday life, this study discusses further on the effect of both traditional and modern marketing channels (Flyer, Facebook, YouTube, Influencer, etc.) along with their attributes of information to the customers’ purchase decision. The result reveals the importance of world-of-mouth, website, and influencer that have a strong influence on shopping by emphasizing on being ‘informative’ and ‘trustworthy’. Finally, the topic of cosmetics is chosen because of its benefits to a wide range of target audiences and a potential market growth presented from many researches.

This study aims to research on influential factors on purchase intention of cosmetic “Brand X”. Hypotheses are developed from previous literature reviews on consumers’ behavior, including an adoption from the framework of Theory Planned Behavior and Branding. The five constructs are Brand Loyalty (BL), Brand Knowledge (BK), Perceived Behavioral Control (PBC), Subjective Norm (SN) and Prior Experience (PE), which are expected to have positive influence on Purchase Intention (PI). An online survey of questionnaire has been done to test on these hypotheses. The collected data is examined using descriptive analysis and regression analysis to discuss on the purchase intention of cosmetics. The impact of culture on the conceptual model is taken into account. Different nationalities may show different factors affecting PI, as a result of making a comparison between Thai and non-Thai nationalities in this case. Hofstede’s model is used to explain further on the cultural perspective.
As the internet becomes part of our everyday life, this study discusses further on the effect of both traditional and modern marketing channels (Flyer, Facebook, YouTube, Influencer, etc.) along with their attributes of information to the customers’ purchase decision. The result reveals the importance of world-of-mouth, website, and influencer that have a strong influence on shopping by emphasizing on being ‘informative’ and ‘trustworthy’. Finally, the topic of cosmetics is chosen because of its benefits to a wide range of target audiences and a potential market growth presented from many researches.

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