Factors Affecting the Decision to Purchase Face Sunscreen of Female on Social Media

Abstract

The purpose of this mixed-method research was to study the knowledge and understanding of facial sunscreen products, purchasing behavior of facial sunscreen and factors affecting the decision to purchase facial sunscreen products on social media among women. Data were collected through questionnaires and in-depth interviews among women aged 22–60 years who had purchased facial sunscreen products.

The research results revealed that most of the samples lacked knowledge and understanding of UVB, PA (Protection Grade of UVA), UVA and SPF values and most of them used online shopping channels to purchase the sunscreen for convenience reason. Most of the influences in purchasing was from the opinions of people online. The most commonly chosen product was of liquid or lotion. The most commonly chosen sunscreen products were SPF 50 or higher and PA++++. Averagely, purchase of the sunscreen was found to be 3 months at a time, and the average cost per purchase of the sunscreen product was 500 to 1000 Baht. The most chosen place to buy sunscreen online was Shopee. And the most carried activity after buying was repurchase. And service quality had the greatest influence on satisfaction. It was also found that the most important factors affecting the decision to buy facial sunscreen products were price and promotion. And the factor affecting the purchase of newly released facial sunscreen was new technology in the product.