Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran

Autor:	Mehrgan Malekpour, Federica Caboni, Mohammadbashir Sedighi, Vincenzo Basile
Jazyk:	angličtina
Rok vydání:	2023
Předmět:	Cosmetic Market Iran E Commerce Innovation Diffusion Theory In-Store Purchase Intention Online Purchase Intention Marketing. Distribution of products HF5410-5417.5
Zdroj:	Symphonya, Iss 1 (2023)
Druh dokumentu:	article
ISSN:	1593-0300 1593-0319
DOI:	10.4468/2023.01.05malekpour.caboni.sedighi.basile
Popis:	This paper provides an in-depth analysis of the key effective factors in selecting purchasing channels for cosmetic products. The purpose of this research is to investigate customer perceptions of cosmetics shopping. By synthesizing insights from prior research, this research develops a conceptual model by integrating innovations diffusion theory and theory of perceived risk to apply in preference to online shopping. 435 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling (PLS-SEM) method. The results show that online channels are the most popular purchasing channels for cosmetics and clarify the most significant factors that lead to cosmetic online shopping.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/acedfe87c7f145e69466f1930f3689e3 Zobrazit plný text záznamu View record in DOAJ