ANTECEDENTS OF TRUST AND THEIR EFFECTS ON PURCHASE INTENTION OF SKINCARE PRODUCTS THROUGH INSTAGRAM APPLICATION

Authors

  • Parichat CHERDSRI Faculty of Management Science, Phranakhon Rajabhat University, Thailand
  • Jakkrapan KITTINORARAT Faculty of Management Science, Phranakhon Rajabhat University, Thailand
  • Orranarth ACHERAYAWATHAN Faculty of Medicine Vajira Hospital, Navamindradhiraj University, Thailand

DOI:

https://doi.org/10.14456/aisr.2024.15

Keywords:

E-Commerce, Trust, Instagram, Skincare

Abstract

This study aims to investigate the factors influencing trust and the purchase intention of skincare products through the Instagram application. The study employed a quantitative research methodology, collecting data via online questionnaires from 400 consumers who purchased skincare products through the Instagram application. Data analysis included statistical methods such as frequency, percentage, mean, standard deviation, and path analysis. The research findings indicated that trust was a significant factor influencing the purchasing intention of skincare products through the Instagram application with statistical significance at the .01 level. Additionally, e-commerce knowledge and perceived ease of use had an indirect influence on the purchasing intention of skincare products through the Instagram application with statistical significance at the .01 level. Perceived risk had an indirect influence on the purchasing intention of skincare products through the Instagram application with statistical significance at the .05 level.

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Published

2024-08-17

How to Cite

CHERDSRI, P., KITTINORARAT, J., & ACHERAYAWATHAN, O. (2024). ANTECEDENTS OF TRUST AND THEIR EFFECTS ON PURCHASE INTENTION OF SKINCARE PRODUCTS THROUGH INSTAGRAM APPLICATION. Asian Interdisciplinary and Sustainability Review, 13(2), 70–78. https://doi.org/10.14456/aisr.2024.15

Issue

Vol. 13 No. 2 (2024): Asian Interdisciplinary and Sustainability Review

Section

Articles

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