The factors affecting online purchase intention towards cosmetic products

Yunus, Syazalina (2016) The factors affecting online purchase intention towards cosmetic products. [Student Project] (Unpublished)

Abstract

The electronic commerce businesses have been growing over the years to cater the consumers' need. The aim of this research was to investigate the factors affecting online purchase intention towards cosmetic products among the working women in Kota Kinabalu. Several factors such as online vendor trust, brand trust and product trust that influenced the purchase intention through online were analyzed. Respondents who were selected was the working women around Kota Kinabalu areas. The study used reliability analysis, pearson correlation analysis, univariate data analysis and multiple regression analysis to analyze the hypothesis. The results suggested that the brand trust affected the online purchase intention. Brand trust has been found to be important determinant towards the intention to purchase. The limitation of this study is it was tested based on gender only which is female and only one product was used which is cosmetic without specifying the cosmetic brands.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Yunus, Syazalina 2012589691
Contributors:	Contribution Name Email / ID Num. Advisor Albert Gisip, Imelda imeldag@uitm.edu.my Advisor Syed Annuar, Sharifah Nurafizah shari339@uitm.edu.my Contributor Andrew, Jasmine Vivienne jasmineva@uitm.edu.my
Subjects:	H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > Electronic commerce
Divisions:	Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	Online purchase, Online vendor trust, Brand trust, Product trust
Date:	2016
URI:	https://ir.uitm.edu.my/id/eprint/132481