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Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran

Symphonya, 2023-11 (1), p.68-95

ISSN: 1593-0300 ;EISSN: 1593-0319 ;DOI: 10.4468/2023.01.05malekpour.caboni.sedighi.basile

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  • Title:
    Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran
  • Author: Malekpour, Mehrgan ; Caboni, Federica ; Sedighi, Mohammadbashir ; Basile, Vincenzo
  • Subjects: Cosmetic Market ; E Commerce ; In-Store Purchase Intention ; Innovation Diffusion Theory ; Iran ; Online Purchase Intention
  • Is Part Of: Symphonya, 2023-11 (1), p.68-95
  • Description: 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.  
  • Publisher: Niccolò Cusano University-Rome
  • Language: English
  • Identifier: ISSN: 1593-0300
    EISSN: 1593-0319
    DOI: 10.4468/2023.01.05malekpour.caboni.sedighi.basile
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
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