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Author(s): |
Fengxia Liu, School of Business Administration, Shanghai Lixin University of Commerce, Shanghai, China, 201600
Ying Huang, School of Business Administration, Shanghai Lixin University of Commerce, Shanghai, China, 201600
Xue Li, School of Economics & Trade, Shanghai Lixin University of Commerce, Shanghai, China, 201600 |
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Abstract: |
According to the report published by CNNIC recently, the number of consumers for cosmetics & jewelry was ranked second following the first apparel & accessories. However, researches for such goods consumer behavior are few, which causes a lack of information in marketing planning. Based on TPB raised by Ajzen, the behavioral intentions of buying cosmetics online are studied, with 385 female college students from Songjiang University City of Shanghai are sampled. The results analyzed through structural equation modeling expose that there does not exist significant effect between the attitude toward cosmetics buying online and purchase intentions, meanwhile, impact coefficient of PBC is larger than that of herd mentality. In the end, three suggestions are proposed on how to develop marketing strategy and what measures should be taken.
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