University of Cagliari
open
Marcello Tanca
Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran
Caboni, Federica;
2023-01-01
Abstract
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.
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| ABS 1 SYMPHONYA 2023.pdf open access
Type: versione editoriale
Size 883.56 kB
Format Adobe PDF
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883.56 kB | Adobe PDF | View/Open |
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