Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

Ratidanai Hoonsawat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Increasing numbers of online shopping users during COVID-19 have accelerated the growth of e-commerce, especially in the beauty sector in Thailand. The Uses and Gratifications Theory (UGT) and the Technology Acceptance Model (TAM) are combined in this study to produce an integrated model that predicts beauty product online sales, measured by a behavioral usage of online shopping for the purchase of beauty products in the context of COVID-19. The total number of respondents from the online survey is from 365 online beauty shoppers in Bangkok, aged 16 and above. By conducting a multiple linear regression analysis, the empirical results support the purposed model that both perceived usefulness and ease of using online shopping collectively predicted behavioral usage of online shopping among beauty shoppers. Furthermore, the results indicate that shopping motivations, like entertainment motives, subjective norms, and information availability, exhibit positive significant effects.

Included in

Economics Commons



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