Factors Influencing Customers’ Repurchase Intention for NIVEA Skincare Products in Bangkok

This study investigates the factors influencing customer repurchase intention for NIVEA skincare products in Bangkok. The factors examined include social media influencers, brand trust, customer brand engagement, attitude toward advertisements, celebrity attractiveness, celebrity credibility, and perceived quality. The sample comprised 306 respondents, primarily female, single, aged 18–29, holding a bachelor’s degree, and currently students earning 15,000–30,000 baht per month. Most respondents were Asian and regularly used NIVEA products, with an average monthly spending of 600–999 baht. The results revealed that only attitude toward advertisements and brand trust had significant positive effects on repurchase intention. The research employed a quantitative approach using survey questionnaires, complemented by semi-structured interview guides. Data were analyzed using descriptive statistics and multiple regression analysis.

本研究针对曼谷地区妮维雅（NIVEA）护肤产品的顾客复购意向影响因素展开探究。本次研究考察的影响因素涵盖社交媒体网红（social media influencers）、品牌信任（brand trust）、顾客品牌参与度（customer brand engagement）、广告态度（attitude toward advertisements）、名人吸引力（celebrity attractiveness）、名人可信度（celebrity credibility）以及感知质量（perceived quality）。研究样本共计306名受访者，主体为女性、单身状态、年龄介于18至29岁、持有学士学位的在校学生，月收入区间为15000至30000泰铢。多数受访者为亚裔群体，且定期使用妮维雅护肤产品，月均消费金额处于600至999泰铢区间。研究结果表明，仅广告态度与品牌信任对复购意向存在显著正向影响。本研究采用定量研究方法，以调查问卷作为核心调研工具，并辅以半结构化访谈提纲。数据分析环节采用描述性统计与多元回归分析两种方法。