The expansion of the global supplements industry grows rapidly between 2007 and 2013, and the market increased with an average annual growth of 0.8%. Furthermore, consumers continued to be more aware of their health and wellness. They concentrate on health, looking-better, good-looking and attractive. Due to the human lifestyle are changed, these have influenced their eating behavior. Therefore, consumers are looking for beauty supplement products in daily life because they trust that beauty supplement products can respond to these needs. This study aims to investigate the relationships between product knowledge, perceived benefit, perceived value and satisfaction toward beauty supplements. In additional, participants of this questionnaire survey are randomly collected from consumers in Thailand. Moreover, to gain better understanding about this relationship mentioned above, personal characteristics are purposely selected to test. The primary data collected are analyzed with Statistical Package for the Social Science (SPSS) program was used to scrutinize the data. Moreover, this research used a structural equation modeling (SEM) approach to test the hypothesized relationships in the research model. SEM is designed to evaluate how well a proposed model and hypothetical constructs explain the collected data. The empirical results indicated that all of the hypotheses develop for testing the effects are supported. Furthermore, this research can help marketers develop beauty supplements marketing strategies in more effectively.
