FACTORS AFFECTING CONSUMER DECISION-MAKING IN CHOOSING AESTHETIC CLINICS VIA SOCIAL MEDIA CHANNELS

Abstract

The purposes of this research were to study 1) modern marketing mix in using aesthetic clinic services through social media channels, 2) decision-making in using aesthetic clinic services through social media channels, 3) to compare decision-making classified by personal data, and 4) modern marketing mix factors affecting service selection decisions. The sample group consisted of consumers who made decisions to use aesthetic clinic services through social media channels. The sample size was calculated using the formula of Cochran at a 95% confidence level for an unknown population, resulting in 400 respondents. The research instrument was an online questionnaire. The statistics used were percentage, mean () standard deviation (S.D.), t-test, One-way ANOVA, and Multiple Regression Analysis. The research findings revealed that 1) the overall modern marketing mix and overall decision-making were at a high level ( = 3.99 for both). The highest ranking for marketing mix was experience ( = 4.04), followed by exchange/value ( = 3.99), while problem recognition ( = 4.04) followed by post-purchase behavior ( = 4.02) were highest for decision-making. 2) Consumers with different personal data showed no differences in overall decision-making. 3) Regarding modern marketing mix factors, only everyplace/online access significantly influenced service selection decisions at the .05 statistical level (Beta = 0.024, t = 3.116, p = 0.002), while other factors had no influence. 4) The body of knowledge indicated that the most crucial proactive driver affecting actual purchase decisions was the speed and ease of accessing information through the clinics' social media platforms.