Study of determinants of online purchasing behaviour: experience of Saudi women regarding luxury beauty products on social media

IF 2.8 Q2 OPERATIONS RESEARCH & MANAGEMENT SCIENCE Journal of Decision Systems Pub Date : 2022-08-18 DOI:10.1080/12460125.2022.2104625

Slim Hadoussa, Amina Amari, Fakher Jaoua

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引用次数: 1

Abstract

ABSTRACT This study aims to investigate the effect of social media features and national culture on online purchasing behaviour of luxury beauty products. The objective of this research is to explore the impacts of the social media’ dimensions (connectedness, openness, speed, accessibility, and participation) and national culture (measured through collectivism and uncertainty avoidance) on online purchasing behaviour. A research model was proposed and empirically tested through a quantitative methodology. A total of 280 responses were collected from Saudi women who are purchasers of luxury beauty products. The data were analysed through PLS-SEM method. The findings indicate that social media through their different dimensions is a crucial driver of online purchasing behaviour of luxury beauty products. However, national culture was found to have no influence on customer purchasing behaviour. The findings provide useful insights and appropriate online purchase behaviour guidelines for social commerce practitioners regarding luxury beauty products to increase visibility on the e-marketplace.

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网上购买行为的决定因素研究：沙特女性在社交媒体上购买奢侈美容产品的经历

摘要本研究旨在调查社交媒体特征和民族文化对奢侈美容产品在线购买行为的影响。本研究的目的是探讨社交媒体的维度（连通性、开放性、速度、可访问性和参与性）和民族文化（通过集体主义和避免不确定性来衡量）对在线购买行为的影响。提出了一个研究模型，并通过定量方法进行了实证检验。共从购买奢侈美容产品的沙特女性那里收集了280份回复。用PLS-SEM方法对数据进行了分析。研究结果表明，社交媒体通过其不同的维度是奢侈品在线购买行为的关键驱动力。然而，民族文化对顾客的购买行为没有影响。这些发现为社交商务从业者提供了关于奢侈美容产品的有用见解和适当的在线购买行为指南，以提高电子市场的知名度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Decision Systems OPERATIONS RESEARCH & MANAGEMENT SCIENCE-

CiteScore

6.30

自引率

23.50%

发文量