Trust the Purchase of Cosmetics through Facebook
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Abstract
The objectives of this study were to 1) study the decision to purchase cosmetics via Facebook among the population in Bangkok. 2) find out statistical differences between demographic profile and behavioral habits and decision on purchasing cosmetics via Facebook among population in Bangkok, and 3) study the influence of trust the purchasing cosmetics via Facebook among the population in Bangkok. The questionnaires were used as a tool to collect data and distributed to of the 400 people who had accessed to online social networks and purchased or viewed the cosmetics sales via Facebook live. There were two types for data analysis, i.e. descriptive statistics and inferential statistics including t and F test statistics and Pearson's simple correlation statistics. The study found that people with different age, income, frequency and duration of active Facebook, decided to buy cosmetics through Facebook significantly different at .05 level. Also, trust had influenced the decision to buy cosmetics via Facebook of the population in Bangkok at a significant level of 0.05
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