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

Author

Listed:
  • Rand Al-dmour
  • Sameh Kamal
  • Hani Al-dmour
  • Ra'ed Masadeh
  • Raghda Alfaouri

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.

Suggested Citation

  • Rand Al-dmour & Sameh Kamal & Hani Al-dmour & Ra'ed Masadeh & Raghda Alfaouri, 2024. "The influence of the web-based factors on women's online purchase decision of cosmetic products," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(3), pages 350-369.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:3:p:350-369
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