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

Abstract

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.