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The Effects of Online Third-party Opinions toward Consumer Purchasing Decision on Cosmetic Products in the Thai Market
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

 Title:  The effects of online third-party opinions toward Consumer Purchasing Decision on cosmetics products in Thai market

Seminar date: June 4th , 2012

Course: Master thesis in International marketing, 15 credits

Purpose: The overall purpose of this research is to explain the understanding of the effects of online third-party opinions toward consumer purchasing decision process on cosmetics products in Thai market. This includes the investigation of effective used of online third-party opinions with regards to source credibility and product involvement, specifically toward cosmetics products.

Theoretical framework: The theoretical framework of this research is based on literature concerning online third party opinion, consumer decision journey (CDJ), product involvement and source credibility.

Methodology: Both quantitative and qualitative method was applied. And thus a questionnaire with 147 respondents on Thai market and two interviews of expert marketers were conducted. The respondents for questionnaire are Thai women with specific age range and criteria.

Conclusion: The online third-party opinion plays the important role in nowadays in the marketing perspective. And it does affect the consumer purchasing decision process both pre-purchase and post-purchase stage. However, it mostly affects in Consider and Evaluation Stage. With regards to the product involvement and source credibility applying to cosmetics products, these two variables affect to the use of online third-party opinion. Online third-party opinion works best with high involvement product. However, low involvement product also be considered as suitable to use with online third-party opinion. For source credibility, both online expert and consumer reviews perform better when using with high involvement product comparing with low involvement one.

Place, publisher, year, edition, pages
2012.
Keyword [en]
Online, third-part opinions, third-party endorsement, consumer purchasing decision, cosmetics, product involvement, source credibility, expert review, consumer review, consumer decision journey, Thai market
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:mdh:diva-15000OAI: oai:DiVA.org:mdh-15000DiVA: diva2:539388
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-07-06 Created: 2012-07-03 Last updated: 2012-07-06Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf