Influence of Web Design, Usefulness, Ease of Use, and Enjoyment on Beauty and Cosmetics Online Purchase Intention towards a Popular Brand in Thailand

Abstract

This study aims to determine the influence of web design, usability, simplicity of use, and enjoyment on beauty and cosmetics consumers' desire to purchase online from a popular brand in Thailand. This study uses online purchase intent as the dependent variable and perception of site design, perceived usefulness, perceived ease of use, and perceived enjoyment as the independent factors. Based on these characteristics, five hypotheses were created to determine the factors influencing online beauty and cosmetic product purchase intentions. A questionnaire survey was administered to 426 respondents in Bangkok who have previously purchased beauty and cosmetic products via an online channel. The method of sampling is convenience sampling. The statistical program is used to analyze all the data, including descriptive statistics. Single and Multiple Linear Regression is applied to determine the influence of web design, utility, convenience of use, and enjoyment on beauty and cosmetics consumers' online buying intent toward a popular brand. Demographics utilize descriptive statistics as well. Additionally, inferential statistics are used to examine the relationship between the variables. This study found that, except for perceived utility, all independent variables positively affect online purchase intent. Furthermore, perceived ease of use positively influences perceived utility.