The Analysis of the Causal Factors in Online Purchasing Intention in Health and Beauty Products
Keywords:
Purchasing intention, Consumer trust, Health and beauty products, Online StoreAbstract
The objective of this research is to study the behavioral intentions toward the online stores by considering the consumer trust in an offline store, perceived confidence of shopping at the online store, information search intention at the online store. Samples were 210 customers aged from 18 to 37 who had purchased health and beauty products through offline and online channels. Data was gathered by online questionnaire. The result reveals that the consumer trust in an offline store is directly affected neither behavioral intentions toward the online stores nor, information search intention at the online store but there is positively affected perceived confidence of shopping at the online store.
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