Online purchase intention of beauty products among women in Perlis

• Main Author: Ezaliza, Ibnil Hajar
• Format: Thesis
• Language: English; English
• Published: 2018
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/7564/1/s819223_01.pdf; https://etd.uum.edu.my/7564/2/s819223_02.pdf; https://etd.uum.edu.my/7564/

The purpose of this study is to investigate the relationship of perceived ease of use, perceived usefulness, beauty product variety, pricing, product guarantee and subjective norm towards online purchase intention of beauty products among women in Perlis. 384 sets of questionnaires were distributed using convenience sampling method. However, only 312 set of questionnaires were returned back. All questionnaires collected were usable with a response rate of 81.25%. The data collected were analyzed using Statistical Package for Social Science (SPSS) version 23.0. Then, reliability analysis, descriptive analysis and inferential analysis were conducted. Through the reliability analysis, all variables used in this study are reliable with the value of each variable exceeds 0.6 as suggested by previous researcher. Besides, this study found that all the independent variables significantly related to online purchase intention of beauty products among women in Perlis (p < 0.01). 57% of online purchase intention of beauty products among women in Perlis was influenced to all the independent variables. Online purchase intention of beauty products among women in Perlis mostly by beauty product variety. Next, the influence factors to online purchase intention of beauty products among women in Perlis were followed by perceived usefulness, product guarantee, pricing, perceived ease of use and lastly subjective norm. In order to further improve this research, future research may conduct a qualitative research and added a number of appropriate variables. Knowledge of the factors influencing the intention to buy online among women is useful for organizations to prioritize their resources such as investment and time with the most efficient and effective manner.