Factors Affecting to Purchasing Decision on Dietary Supplement Products for Beauty Through Internet among Professional Nurses

  • Namon Chotthitaporn Master of Science (Public Health), Mahidol University
  • Jeeranun Klaewkla Department of Nutrition, Faculty of Public Health, Mahidol University
  • Malinee Sompopcharoen Department of Health and Behavioral Sciences, Faculty of Public Health, Mahidol University
Keywords: food supplement for beauty, buying decision, consumption behavior, internet, professional nurses

Abstract

        Beauty dietary supplements are now very popular, so professional nurses have an important role in providing health advice and desirable consumption behavior. This research is aimed at studying the factors affecting the buying decisions for the beauty dietary supplements of professional nurses in the Bangkok metropolis area. The researcher used an online self-administered questionnaire to collect the data. The findings were that among 398 respondent professional nurses, 67.1% of them bought beauty dietary supplements. Variables included age, level of health behavior, knowledge, attitude and marketing factors affected their buying decisions with a statistical significance of 0.05 (p<0.05). In addition, 56.2% of them have bought beauty dietary supplements on the internet before, and variables including educational level, knowledge, attitude and marketing factors affected their buying decisions with a statistical significance of 0.05 (p<0.05). In conclusion, a positive attitude and marketing factors are significant to the buying decisions for beauty dietary supplements. Therefore, providing education on food and food supplements for health personnel is very important so as to lead to consumers’ well-being.

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Published
2020-02-24
Section
บทความวิจัย (Research Report)