Factors Impacting Purchase Intention of Cosmetic Products Via Social Commerce Platforms in Chengdu
Keywords:
Brand Awareness, Brand Image, Brand Loyalty, Social Media Usage, Electronic Referral, Electronic Word of Mouth, Purchase IntentionAbstract
This research aims to investigate factors influencing purchase intention of cosmetics products via social commerce among Chinese Millennials generation in Chengdu, China. There were seven variables in this study including brand loyalty, brand awareness, social media usage, electronic word of mouth, electronic referral, brand image and purchase intention. The population and sample size (n=450) were Millennials who were born between 1980 and 2000 and currently live in Chengdu. The quantitative method was applied with nonprobability sampling method, including purposive sampling, convenience sampling and snowball sampling. Before the data collection, Item-Objective Congruence (IOC) validity and Cronbach’s Alpha (CA) reliability were examined. Afterwards, confirmatory factor analysis (CFA) was used to analyze factor loadings, convergent validity, discriminant validity and goodness of fit indices. Later, structural equation model (SEM) was used to determine hypotheses and relationships between variables. The findings revealed that brand loyalty had the strongest effect on electronic word of mouth which also effected brand image. Brand awareness, electronic referral, brand loyalty and social media usage significantly affected purchase intention. Nevertheless, there were no significant effect on the relationship between brand awareness and electronic word of mouth, electronic word of mouth and purchase intention, electronic referral and brand image, and brand image and purchase intention. Marketers are recommended to drive marketing strategies targeting Chinese Millennial customers by using digital advertising, loyalty scheme and referral program.References
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