Title: The influence of the web-based factors on women's online purchase decision of cosmetic products

Authors: Rand Al-dmour; Sameh Kamal; Hani Al-dmour; Ra'ed Masadeh; Raghda Alfaouri

Addresses: Department of Management Information Systems, School of Business, The University of Jordan, Amman, Jordan ' School of Business, The University of Jordan, Amman, Jordan ' Department of Marketing, School of Business, The University of Jordan, Amman, Jordan ' Department of Management Information Systems, School of Business, The University of Jordan, Amman, Jordan ' Al alBayt University, Mafraq, Jordan

Abstract: This study aims at finding out the influence of the web-based factors on women's online purchase decision of cosmetic products in a developing country such as Jordan. Three web-based interrelated major factors were selected as the most common factors affecting online buying behaviour: website transactional factor, product factor and website features factor. A total of 291 Jordanian women who buy cosmetic products online were reached. The results of the study have revealed that the three web-based interrelated factors are positively associated with women online buying behaviour of cosmetic products in Jordan, and the two most important were: the website transactional factor and product-related factor. Furthermore, the relative importance of these three factors significantly varies among the respondents based on their monthly income and their level of education but was insignificantly different due to their age groups and marital status. In the final section, theoretical and practical recommendations were suggested.

Keywords: cosmetics; online purchase; women; website transactional factor; product factor and website features factor; Jordan.

DOI: 10.1504/IJEMR.2024.138298

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.3, pp.350 - 369

Received: 25 Feb 2022
Accepted: 10 Jun 2022
Published online: 01 May 2024 *

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