Consumers online purchase intention in cosmetic product among female online shoppers: a case study of Giffarine Company / Nurul Waheda Mat Nizan

E-commerce is an evolving market; the number of retailers and the growth in online shopping has built up a competitive market. It is therefore essential for companies to continuously develop their online activity to remain and attract new customers. To do so, companies need to create value for the customers and meet their demands. Therefore it is of great importance for companies to understand consumers' buying behavior, and moreover investigate in which factors are related to the consumers' online purchase intention. Thus, the purpose of this study is to explain the relationship between trust, perceived risk, website quality and online purchase intention. The result shows that perceived risk is the most effective and has significant impact on customer decision to purchase online. The result of this study would be obtained through the survey study by distribute questionnaire to the members of Giffarine . A few factors are also being analysed and the result has been recorded in the study. The suggestions are also being made to serve as recommendation to Giffarine Company, so that their cosmetic product will attract buyers in future.