Beyond COVID-19: Factors Influencing Purchase Decision of Cosmetics Within S-Commerce in Emerging Markets: A Study Conducted in Egypt | ||
| مجلة السادات للبØوث الادارية Ùˆ المالية | ||
| Volume 2, Issue 1, January 2024 PDF (753.5 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjsaf.2024.298128.1025 | ||
| Author | ||
| هدير ثروت صبري | ||
| غير Ù…Øدد | ||
| Abstract | ||
| This paper investigates the relationship between consumer’s purchase decision of cosmetics in social commerce in an emerging market and relevant factors namely: Social commerce constructs, social support, social media influencers, consumer’s perceived risk, and consumer’s trust as well as examining consumers’ trust drivers in the same context. Exploratory research was conducted in terms of in-depth interviews with online consumers and s-commerce business owners along with conclusive causal research that was pursued through conducting a survey with upper-middle class online consumers relying on non-probability judgment sampling technique which resulted in collecting 149 observations that were analyzed using regression analysis. The findings showed that social commerce constructs, social support, social media influencers, consumer’s trust, and consumer’s perceived risk are significant factors that directly influence consumer’s purchase decision. They also showed that information quality, perceived security, perceived ease of use, perceived usefulness, and privacy concerns are significant drivers of consumer’s trust. This research contributes to literature through filling the empirical gap related to purchase decision in social commerce in emerging markets beyond the pandemic via highlighting and investigating factors that have direct influence on consumer’s purchase decision as well as examining the effect of perceived risk in terms of eight dimensions combined as one construct for the first time on consumer’s purchase decision. In addition to participating in the improvement of the Egyptian cosmetics sellers’ performance in social commerce via emphasizing on the factors that affect the purchase decision of consumers in order to enhance sales taking into consideration customers’ insights and feedback. | ||
| Keywords | ||
| COVID-19; Influencing; Purchase; Cosmetics; S-Commerce | ||
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