Articlediamond2021

Effect of Online Cosmetics Information on Brand Trust and Continuous Purchasing Intentions Online

6 citations0/0 files storedAsian Journal of Beauty and Cosmetology

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Consumer Perception and Purchasing Behavior Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Purpose: This study aims to analyze the impact of online cosmetics information, brand trust, and continuous purchasing behavior through in-depth research between brands, including purchase intentions and changes in perception of online shopping for cosmetics brands.Methods: A total of 1,300 surveys were distributed online in the last six months, excluding unfaithful respondents and missing values, and statistical processing was conducted using the IBM Statistical Package for the Social Science (SPSS) 22.0 and Amos 21.0.Results: This study analyzed the relationship between eight variables of reliability, positive emotion, negative emotion, purchase credibility, purchase intent, brand attitude, brand information, and information credibility. The results indicated that the higher the positive emotion, the higher the brand information, purchase intention, information reliability, purchase reliability, and brand attitude. Findings also suggested that the higher the negative emotion, the lower the intention of purchase, information reliability, purchase reliability, and brand attitude. The most influential factor of negative emotion was information reliability. The results of the reliability analysis demonstrated that higher reliability increased brand information, purchase intention, information reliability, purchase reliability, and brand attitude; reliability had the greatest impact on information reliability.Conclusion: When providing online cosmetics brand information, marketers need to strategize regarding brand advertising considering the online and mobile environment and user characteristics, actively proposing and managing contents and advertising that can effectively deliver the main ingredients and effects of non-advertising brand products and continuously provide objective and reliable cosmetics brand information.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2006An Analysis on the Determinants of Consumers’ Decision to Purchase Cosmetics by their Consumption Propensity 2018Purchase Behavior and Satisfaction of Online-only Brand Cosmetics 2008Relationships among Shopping Orientation, Shopping-mall Characteristics, Consumer Satisfaction, and Loyalty in Online Market of Cosmetics 2018Purchasing Behavior for Skin Care Products by Distribution Channel 2007The Effect of the Customer Trust with cause the Informations of the Commodity and Seller on the Purchasing Intention in Internet Open Market

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