THE EFFECT OF BRAND ATTACHMENT AND ELECTRONIC WORD-OF-MOUTH ON THE REPURCHASE INTENTION FOR COSMETICS VIA THE SHOPEE APPLICATION AMONG GENERATION Z CONSUMERS IN CHIANG MAI PROVINCE
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This study investigates the effect of brand attachment and electronic word-of-mouth on the repurchase intention for cosmetics via the Shopee application among Generation Z consumers in Chiang Mai Province. In the digital era, e-commerce has become a central platform for shopping, and the cosmetics industry is one of the fastest growing sectors. Shopee, as the leading e-commerce platform in Thailand, plays an important role in shaping consumer behavior through its features such as personalized recommendations, promotions, and user reviews. The research focuses on two key factors: brand attachment, which reflects the emotional and psychological connection between consumers and cosmetic brands, and electronic word-of-mouth, which represents online reviews, ratings, and recommendations that strongly influence purchase decisions. A survey of 400 Generation Z consumers was conducted using a structured questionnaire, and data were analyzed through multiple regression.
The results show that both brand attachment (β = 0.185, p < 0.05) and electronic word-of-mouth (β = 0.286, p < 0.05) have significant positive effects on repurchase intention, with eWOM showing a stronger impact. The model explained 63.2% of the variance in repurchase intention, confirming the importance of these two factors. The findings suggest that businesses should strengthen brand attachment by creating positive consumer experiences and trust, while also managing eWOM effectively through online engagement, reviews, and influencer strategies. This study provides valuable insights for online cosmetic retailers and marketers in designing strategies that encourage repeat purchases and build sustainable consumer loyalty in the competitive e-commerce environment
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