แรงจูงใจด้านเหตุผลและด้านอารมณ์ที่มีความสัมพันธ์กับการตัดสินใจซื้อเครื่องสำอางผ่านแพลตฟอร์ม TikTok ของผู้บริโภคGeneration Z

Abstract

This quantitative research aimed to (1) examine the level of rational motivation in purchasing cosmetics through the TikTok platform among Generation Z consumers, (2) examine the level of emotional motivation in purchasing cosmetics through the TikTok platform among Generation Z consumers, and (3) investigate the relationship between rational and emotional motivations and cosmetic purchase decisions through the TikTok platform. The sample consisted of 400 Generation Z consumers in Thailand who had experience purchasing cosmetics via TikTok. Data were collected using an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as Pearson’s correlation coefficient.

The findings revealed that (1) Generation Z consumers exhibited a high level of rational motivation in purchasing cosmetics through TikTok (x̄ = 4.12), (2) Generation Z consumers exhibited a high level of emotional motivation in purchasing cosmetics through TikTok (x̄ = 4.14), and (3) both rational and emotional motivations were positively correlated with cosmetic purchase decisions through TikTok at the .01 level of statistical significance. Furthermore, emotional motivation demonstrated a stronger relationship with purchase decisions than rational motivation. 

These findings suggest that content capable of eliciting emotional engagement, together with clear product information, plays an important role in influencing cosmetic purchase decisions among Generation Z consumers on the TikTok platform.