An empirical study of online shopping behavior on new launch female cosmetics

• Main Authors: Chen-Hsuan,Chang, 張宸瑄
• Other Authors: Dr Chun-Hsien,Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27076267841561092554

碩士 === 亞洲大學 === 國際企業學系碩士在職專班 === 99 === ABSTRACT The rise of Internet has revolutionized people’s consuming patterns and gradually threatened the existence of brick-and-mortar shops.With the ever-growing number of netizens,the cyber market promises immense economic output value.According to a research by Institute for Information Industry,Taiwan’s online transactions in 2008 amounted to 239 billion dollars, far higher than the global growth rate.During the purchasing,consumers’ decision is often influenced by their biological,psychological conditions and the onlion purchasing environment, which in turn impact the effectiveness of the business operation. Females account for the majority of online clientele.In addition,with the growing awareness of skin care and growing demand for cosmetics, skin maintenance products have become ladies’daily necessities. women spend a large portion of their living expenses on grooming products, with skin care items and cosmetics accounting .In light of this observation, this research investigates the decision factors of females’online purchases by conducting a poll.Our study has yielded the following results.We find that consumers’online shopping decision lies more in the product or the service itself than in the time of the product’s launch whether it is a new arrival or not.The reason for this finding may be that consumers’ consciousness cost outweighs their consciousness benefits, or they manifest a higher degree of consciousness risk toward the complexity of cyber market.The factors that lead consumers to return to the same store are determined by their consciousness risk and the usability and accessibility evaluated by the “technology acceptance schema.”Based on the discoveries, cyber businesses are advised to capitalize on these factors so as to formulate effective marketing strategies. Keywords: Perceived value,Trust in online shopping,Technology Acceptance Model,Online purchase intention