ปัจจัยที่มีความสัมพันธ์กับพฤติกรรมการเลือกซื้อเครื่องสำอางสำหรับผิวหน้า ผ่านสื่อออนไลน์ กรณีศึกษานักศึกษาสถาบันแห่งหนึ่ง                                ในจังหวัดร้อยเอ็ด

Chananya  Panikhom; Kirana  Taearak; Chompunuch  Siriprohmpathara

Authors

Chananya Panikhom วิทยาลัยการสาธารณสุขสิรินธร จังหวัดขอนแก่น
Kirana Taearak วิทยาลัยการสาธารณสุขสิรินธร จังหวัดขอนแก่น
Chompunuch Siriprohmpathara วิทยาลัยการสาธารณสุขสิรินธร จังหวัดขอนแก่น

Keywords:

Shopping Online, Health Literacy, Marketing mix

Abstract

This cross-sectional descriptive study aimed to determine factors associated with the choice behavior consumption for face cosmetic through online amongst students within the educational institutions in Roi-Et Province. The 395 students selected by the cluster sampling, all data were collected by using questionnaires. The data were analyzed using computer program for percentage, mean, standard deviation, median, percentile, maximum and minimum and chi-square for odd ratio with 95%CI. .

The results showed that most of them were females and average- age was 17.84 years old (S.D. 2.58). The factors associated with the behaviors of buying face cosmetic products through online were gender (OR=1.93; 95%CI =1.08-3.49), age (OR= 1.92; 95%CI = 1.21-3.04), education level (OR= 2.32; 95%CI =1.46- 3.71), income (OR= 3.12; 95%CI= 1.76 - 5.55), and health literacy at high level (OR= 1.69; 95%CI =1.13 - 2.52). This study suggested having campaign for advice students to selection of necessary products with quality and reasonable use that should be encouraged to prevent potential hazards from commercial online.

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