Factors influencing consumers’ online purchase behaviour of skin care
Di Palma, Amelia 2015. Factors influencing consumers’ online purchase behaviour of skin care. Masters Thesis University of East London Royal Docks Business School
|Authors||Di Palma, Amelia|
2015 dissertation for MA in International Marketing Management. Selected by academic staff as a good example of a masters level dissertation.
Purpose – The purpose of this paper is investigating which factors influence consumers’ purchase behaviour of skin care online, and what impact online trust has on mitigating the effects of risk normally associated with shopping online. The study explores industry specific variables and their effects on online consumer behaviour. The study also aims to explore what motivates consumers to purchase skin care online.
Design/methodology/approach – The research design is exploratory in nature following a positivist approach, using statistical methods to examine data. The scale used was constructed by the author using themes present in the literature describing consumer behaviour online. The scale was confirmed suitable by testing its internal validity. A questionnaire was formed and administered online via Facebook. An exploratory factor analysis was carried out to construct the underlying themes present in consumer behaviour when purchasing skin care online.
Findings – The findings confirm that trust is an essential component for influencing consumer behaviour when purchasing skin care online. The six factors observed in the research were quality of service, website safety, Intangibility, Brand reputation, website interactivity and shopping motivations. Where there is increased risk shopping online, consumers will respond to a website well, when measures are put in place to ease risks, such as security policies and a well-designed web environment.
Research limitations/implications – The exploratory nature of the research mean that the factors extracted from the data can be explored further in relation to the skin care market. There are still concepts regarding different demographic segments that can also be explored in relation to this research. Further studies following more stringent and reliable testing may be needed to fully verify results.
Practical implications – The results show interesting implications for online vendors, who should explore interactivity online as a means to mitigating risk.
Originality/Value – This study explored the factors influencing consumers purchase behaviour of skin care, which to the researcher’s knowledge is an area that has not been covered by existing literature. The paper lays the groundwork for further examination of the themes that emerged from this research.
|01 May 2015|
|Publication process dates|
|Deposited||22 Jun 2015|
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