Exploring the Factors Influencing Korean Consumers’ Online Purchase Intention towards Cosmetics Product

2.1 Online and Offline Shopping Analysis

The number of people who use the internet to shop is growing every day. Thus, it became a critical issue for the retailers to find out why customers buy products online instead of offline. Digital marketing has the most significant impact on consumer conduct according to Ye et al., (2012). The technology has changed the way in which consumers obtain information. Most of the businesses have shifted themselves from traditional physical form to online context (Cockayne, 2016). By determined to improve customer confidence, e-commerce businesses can strengthen their online purchasing intentions. . In addition, ecommerce companies could use the presumed significance of reducing their risk for online purchasing to put efforts to reduce their perceived risk (Xu-Priour, et al., 2014). Degeratu, et al. (2000) it indicated that brand names are more relevant online than in the conventional retail environment in certain categories, but that may rely on the information given in attributes. The website has different physical characteristics.  For instance, the lack of expertise in analyzing a tangible object on an online platform. Previous surveys have shown that the goods that buyers find they need to contact or experience are items that require the involvement or at least purchasing of offline platforms (Kumar, V., and Dange, U, 2012).

2.2 Online Purchase Intention

The intention to purchase is a process to acquire a product within a certain period of time (Hair et al., 2011) and the first step of purchase intention is product evaluation. Then to evaluate product, consumers tend to use their current and previous knowledge and experience as well as external information (Bukhari et al., 2013). Within the background of e-commerce, the intention of online purchases can be described as a situation in which an individual need to purchase a product through the website (Asshidin et al., 2016). To enhance the intention to buy online, companies need to understand the needs, the walls and the demands of consumers. The main predictor for actual purchases is online purchasing intention (Pavlou, 2003; Kim et al., 2008).

In addition, consumer buying intentions are influenced by the objective of buying from e-base companies. If consumers know e-commerce companies, it is more likely that consumers will buy the product online (Bringula, Moraga, Catacutan, Jamis, and Mangao, 2018).  To enhance the intention to buy online, companies need to understand the needs, the walls and the demands of consumers. Purchasing intention means that the buyer must enter into a deal with the vendor, a requirement that applies to the customer and the seller. Wang (2001) conducted a study examining the customer's intention to buy the goods online. The study found that the customer's intention of purchasing or not was based on accessibility and convenience of the shopping sites. If a consumer has difficulty buying online, the customer switches to offline buying and has difficulty with offline buying, then he or she goes to online shopping. After all the shopping media, shoppers agree that online retail makes them more comfortable and offers shoppers more pleasure with purchasing on the internet.

2.3 Trust

Although it is quite clear that trust is an important in the context of strengthening relationships; nevertheless, it still remains a difficult concept. Researchers do not seem to agree on the understanding of trust. This is because to clarify the discrepancies in different circumstances (Wen, 2009). However, trust is still one of the essential factors that affect the desire of customers to shop online and this concept has been studied extensively in academic disciplines especially in marketing and management field (Bhattacherjee, 2002). On the one hand, trust is defined as an individual’s willingness and confidence to rely upon another person or exchange partner (Moorman et al., 1993; Morgan and Hunt, 1994). On the other hand, in the context of online marketplace, trust refers to the willingness of customers to believe in online sellers which influences their behavioral intention (Gefen, 2000; Jarvenpaa et al., 2006).One of the key reasons why customers afraid to buy products online was the lack of confidence despite the fast growth in the number of internet users. If trust is not developed, there will not be online transactions (Kim et al., 2008).

Trust must then be applied in the online community to ensuring that it is accomplished in the virtual world. There are numerous studies that concluded trust as an importand and sifnificant predicator for Business - to - consumer shopping. Gupta, S. (2012) also provided substantial support, believing that consumer trust is a core aspect in B2C e-commerce. Empirical confirmation of the relationship between trust and buying intention is derived. Finally, the strong link between trust and the buying intention was demonstrated. Likewise, Brown et al. (2003) has demonstrated that turust is a valuable method for the acceptance of online enterprise. In addition, if the web merchant will try to encourage the customer to buy on the store's website, among other comments, to gain customer’s confidence, more customers will be drawn to the online shop and increase profits through online business operations. The formation of consumer interest in the web store is a basic prerequisite for the development of B2C e-commerce. It depends on the opinion of the user whether or not they trust a specific website and its services and goods. The impact of online shopping therefore also depends on whether or not they have interest in a given site. People in their life and opinions are varied, people have faith in online companies and people are scared of online business. Many online information seekers studied in their empiric analysis in Finland might opt to quit online shopping until the end of the transaction. The potential cause behind it is profoundly ingrained into Internet-based confidence findings. The report looked at e-commerce histories. Confidentiality and compliance issues, how customers select their shopping platforms. This study indicates the accuracy, validity and utility of the method as well as ease of use, when considering the purpose of action, the first imprint of the online seller is significant. Kooli et al, (2014) conducted a study on “determinants of online trust and their effect on the function of online shopping”. They finding of research suggest that there is a positive impact of online trust on purchase intention while doing online shopping. A survey was conducted by  Rahi, Ghani, and Muhamad, (2017) . The purpose of this analysis is to clarify the relationship between trust and online shopping intentions. In addition, the findings of reliability showed that all Cronbach’s Alpha items are acceptable. Test of normality also indicates that there is a positive impact of trust on online purchase. 

Following hypotheses have been formulated on the basis of critical literature review

H1: There is a significant impact of trust on online purchase intentions.

2.4 Perceived Risk

Perceived risk refers to the moral expense associated with the customer's buying actions, which is a kind of confusion about the future. This uncertainty will have a significant effect on consumer buying decisions. In fact, the theory of perceived risk has been used widely to examine consumer behaviour not only in bricks and mortar stores but also shopping behaviour through various types of media (Forsythe and Shi, 2003). Furthermore, Six main potential risk factors (financial risk, commodity risk , time risk, execution risk , social risk and information security risk) are discussed by (Masoud, 2013). Financial danger is the belief that a certain quantity may be missing or appropriate for the proper operation of a commodity. In addition, it is characterised as a possible net loss and involves the vulnerability of the customer with respect to the use of online credit cards as a major barrier to online transaction (Maignan et al,1997).The fear that a bought product does not work as originally planned is a product risk (Shin,2010). The time danger involves the complications during online purchases which are often triggered by routing difficulties and/or by orders issued, as well as delays in delivering the goods (Tasi et al, 2010). Consumers worry that, due to different circumstances, the goods may be delayed; the shipping company may not deliver within the negotiated time-frame with customers or consumers worry that the goods may experience harm when treated and carrying or no adequate packing and handling during transport.

Social risk refers to the feeling of rejection from relatives or friends for the bought commodity (Vijayasarathy et al, 2000). It applies also to the theoretical loss of status in the social community of customers due either to the product inappropriacy or the criticism of the use of the Internet as a shopping cart.

Moreover, Zhang (2012) supports that risk has an important role in almost every kind of customer purchasing behaviour. Although this study is a bit dated, consumer may be concerned either with the illegal exposure of personal or financial details depending on the fact that network security is highly unreliable. This could definitely affect consumers’ online shopping plan negatively. More recently, there are ample of empirical studies on perceived risk that supporting perceived risk negatively affects consumers’ decision-making process online (Youn,2009)). In the last four decades, consumer perceived risks have been examined as the focus (Mitchell, 1992). A variety of recent study efforts focusing on traditionally five dimensions such as financial risk, product risk, risk on the psychological side, social risk and time risk. However, Crespo et al. (2009) argued that social and time risks are hardly related to online purchase intention among consumers.

Following hypotheses have been formulated on the basis of critical literature review

H2: There is a significant impact of perceived risk on online purchase intentions.

2.5 Shopping Enjoyment

Shopping enjoyment is a customer propensity to love and enjoy shopping experience. Seock and Bailey (2008) found that the enjoyment of shopping was strong and favorable with respect to both searches of details and internet sales. Customers who enjoy shopping can spend hours to shop from both online and offline.  Consumers often equate shopping with satisfaction and enjoyment that they assume to be a pleasant experience for them, whether online or offline. Enjoyment is defined as how fun and enjoyable online shopping (Rahi et al., 2017) .Today, shoppers appear in the early 1990s to be more exciting than shopper.  Clothing shopping is pleasant, leisure, relaxing, amusement or enjoyment for many customers. During offline shopping, shoppers associate fun and relaxation with their families or friends in a shopping Centre environment. Study by (Suan Samuel, Wei, and Lang, 2014) shows it would be more fun to buy offline than online as customers see it. Liang et al., (2006) indicated that retailers would improve their pleasant experience in their shopping center by providing an exciting and fun atmosphere. The study of Wattanasupachoke et al.,(2011) has brought Hungarian shoppers to shopping malls for functional and experiential purposes. Several retail is viewed as a recreation activities, along with someone who wanted to look at retail. The satisfaction of shopping for consumers who plan to shop in offline shops is higher than shoppers, who feel comfortable buying from the internet, was suggested by (Suan Samuel et al., 2014) . Consumers tend to search for more, to engage in unplanned purchases, and to search for more stimulating goods in the shopping environment as they feel comfortable and excited. When the consumer associates excitement with an improvement in the e-tailer, the customer's willingness to return should rise; as the psychological cost decreases, the online shopping experience would be more pleasant and therefore generate interest.  Research by Jayawardhena and Wright (2009) has shown that the appraisal of the e-tailing world encourages consumers to appreciate shopping experiences; they have also observed that a good word of mouth would be generated if it is strongly affected by the enthusiasm. Al-Debei et al. (2015),noted that the desire to re-purchase online is strongly influenced by both the enjoyment of shopping and perceived usefulness website.

Following hypotheses have been formulated on the basis of critical literature review

H3: There is a significant impact of shopping enjoyment on online purchase intentions.

2.6 Website Design

For any online shop, the quality of website design is very critical to attract potential customers. The design of the website represents the arrangement of the contents on the website. Overall customer loyalty and quality of service are significantly influenced by architecture. Design has a positive effect on the decision to buy (Singh et al.,2003) . In reality, well-designed websites and useful knowledge shown will make online purchases simpler. Analysis has shown that well-developed content and website features aim to improve customer loyalty and thus encourage sales (Hausman and Siekpe 2009). The website demonstrates how information is organised on the net, as seen by Rubab, Shoukat, Shaheen, and Sandhu, (2018) It mostly represents the website's arrangement of content. It then shows how the website integrates information, such as hierarchical, network, and so on. Furthermore, Kim (2002) defined the content of the website as the building and access for visitors of resources, functions or services. There is more content in the Internet than other sites and the amount of information presented is also viewed as an indicator of the e-commerce activity of the company.

 The design of a website depends on how the website holds content. It mainly deals with the content on the website, the visual appeal quality of the site, the ease of access and the time needed for searching to improve usability. In addition, the amount of information provided on the website affects price comparisons and consumer value. As consumers encounter online shopping more value, they prefer to trust a renowned web storeAs a consequence, the amount, consistency and relevance of the information given can increase the confidence in the web store (Urban, Sultan & Qualls, 2000). Moreover, quality of website, color selection also matters in online purchasing. The appealing and attractive website design attracts customers to buy more online. Ganguly et al, (2010) suggested that, consumer intention to buy increase when quality and design of web attracts them. Moreover, author claims that well web design reduces the time to order placement and information that a user searching for. It includes the time of order, menu, search option sitemap, and optimized images.

Following hypotheses have been formulated on the basis of critical literature review

H4: There is a significant impact of website design on online purchase intentions.

Electronic word-of-mouth

Mouth Word (WOM) is an oral expression in which information is shared in social groups or circles. The informal communication addresses the brands, goods and services by customers. It plays a very important role in brand promotion (Nguyen & Romaniuk, 2014). With web 2.0 technology introduction, eWOM has a substantial effect on customer buying plans, since they have faith in eWOM before purchasing any product (Doh & Hwang, 2009).  The use of the Internet and the social media have been increasingly prevalent with advancement in information technologies and have significantly affected the forms of communication used.  The most widely used tool for exchanging opinions and feedback on a variety of goods and services on the market is Electronic word of mouth, eWOM).  Research has shown that e-WOM is affecting consumer buying behaviour, especially online shopping (Chevalier and Mayzlin, 2006). Bambauer and Mangold (2011) claimed that Electronic WOM is become an important element for any online marketing  , particularly because of the massive brand name connection, as well as their potential to influence consumers ' purchasing intentions.

According to Cheunga and Lee (2012) the purchasing intention is the extensive outcome variable in electronic mouth word.  Further, Cheunga and lee claimed that,  found that ten out of 25 studies looked at buying intention as a result of eWOM and ten studies looked at the effect of triggers upon customers ' buying intention. The characteristics of eWOM such as quantity, consistency and significance and its effect upon purchasing intent were studied by most researchers (Lin et al., 2013).   A research was accomplished by (Ismagilova, Slade, Rana, and Dwivedi, 2019) . This study attempts, by using weight and meta-analysis, to synthesise results of previous studies, to integrate inconsistent data and to provide a "big picture" of eWOM variables impacting customers to purchase. The researchers of this study investigated dimensions impacting online intention to buy such as; EWOM creditworthiness, eWOM usefulness, eWOM, valence, volume. 

In an analysis conducted by Shabsogh et al. (2012) found  that  The ties between the source and the confidence characteristics of eWOM and its effect on purchasing intent are largely relevant" The explanation for the consumer's engagement in electronic word-of - mouth, which has been studied by Wolny and Mueller (2013), has been positively linked to  brands on social networks.  A study established by (Saleem, and Ellahi, 2017) “influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites”. Results of the study were positive and significant.  Another landmark study held by (Nuseir, 2019) on The effect on the online production of customers in Islamic countries of electronic mouth-of-words (e-WOM). This study was based on quantitative analysis and finding of the research say that online buying intentions and brand perception within the customer were greatly influenced by E-WOM. 

Another research held by (Nuseir, 2019) on The effects on consumer intention of the electronic word of mouth ( e-WOM).The objective of this paper is to contribute to the marketing literature, particularly United Arab Emirates (UAE), by examining the effect on brand images and on consumer online purchasing purposes of electronic word of mouth (e-WOM). This analysis used the descriptive approach of research to determine how buyers in the UAE plan to shop online. However, the finding of the research indicates that there is positive and significant impact of e-WOM on brand image and online purchase intentions.

Vahdati and Nejad (2016 ) reported in a recent analysis that e-WOM had a strong and substantial influence on bank client's buying intention. eWOM influences their plan to buy on social networking platforms considerably among customers. Therefore, it can be hypothesizedised that

H5: there is significant impact of e-WOM on online purchase intentions 

Reference

Akar, E., and Nasir, V. A. (2015). A review of literature on consumers’ online purchase intentions. Journal of Customer Behaviour, 14(3), 215–233. https://doi.org/10.1362/147539215x14441363630837

Ashoer, M. (2016). The Impact of Perceived Risk on Consumer Purchase Intention in Indonesia; A Social Commerce Study.

Bringula, R. P., Moraga, S. D., Catacutan, A. E., Jamis, M. N., and Mangao, D. F. (2018). Factors influencing online purchase intention of smartphones: A hierarchical regression analysis. Cogent Business & Management, 5(1), 1–18. https://doi.org/10.1080/23311975.2018.1496612

Chen, H. (2012). The influence of perceived value and trust on online buying intention. Journal of Computers, 7(7), 1655–1662. https://doi.org/10.4304/jcp.7.7.1655-1662

Commer, P. J., Sci, S., Saleem, A., and Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. In Pakistan Journal of Commerce and Social Sciences (Vol. 11).

Ganguly, B., Dash, S. B., Cyr, D., and Head, M. (2010). The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture. International Journal of Electronic Business, 8(4/5), 302. https://doi.org/10.1504/ijeb.2010.035289

Hasbullah, N. A., Osman, A., Abdullah, S., Salahuddin, S. N., Ramlee, N. F., and Soha, H. M. (2016). The Relationship of Attitude, Subjective Norm and Website Usability on Consumer Intention to Purchase Online: An Evidence of Malaysian Youth. Procedia Economics and Finance, 35, 493–502. https://doi.org/10.1016/s2212-5671(16)00061-7

Ismagilova, E., Slade, E. L., Rana, N. P., and Dwivedi, Y. K. (2019a). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y

Ismagilova, E., Slade, E. L., Rana, N. P., and Dwivedi, Y. K. (2019b). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers 2019 22:5, 22(5), 1203–1226. https://doi.org/10.1007/S10796-019-09924-Y

Kooli, K., Kaouther, B., and Utama, R. (2014). Determinants of online trust and their impact on online purchase intention. Int. J. of Technology Marketing, 9, 305–319. https://doi.org/10.1504/IJTMKT.2014.063858

Le-Hoang, P. V. (2020). Factors affecting online purchase intention: the case of e-commerce on lazada. Independent Journal of Management & Production, 11(3), 1018. https://doi.org/10.14807/ijmp.v11i3.1088

Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., and Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35, 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2

Masoud, E. Y. (2013). The Effect of Perceived Risk on Online Shopping in Jordan. 5(6), 76–88.

Nirmala, R. P., and Dewi, I. J. (2011). The effects of shopping orientations, consumer innovativeness, purchase experience, and gender on intention to shop for fashion products online. Gadjah Mada International Journal of Business, 13(1), 65–83. https://doi.org/10.22146/gamaijb.5495

Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759–767. https://doi.org/10.1108/JIMA-03-2018-0059

Rahi, S., Ghani, M. A., and Muhamad, F. J. (2017). Inspecting the Role of Intention to Trust and Online Purchase in Developing Countries. Journal of Socialomics, 06(01), 1–7. https://doi.org/10.4172/2167-0358.1000191

Rubab, N., Shoukat, S., Shaheen, M., and Sandhu, K. Y. (2018). The Impact of Website Designing Factors on Online Purchase Intention: Evidence from Fashion Brands. IUP Journal of Marketing Management, 17(1), 53. Retrieved from https://www.questia.com/read/1P4-2007003637/the-impact-of-website-designing-factors-on-online

Suan Samuel, H., Wei, K., and Lang, J. (2014). Influence of Online Shopping Enjoyment and Trust towards Purchase Intention in Social Commerce Sites.

Sukrat, S., Papasratorn, B., and Chongsuphajaisiddhi, V. (2015). Impact of Customer Trust on Purchase Intention in Organic Rice through Facebook: A Pilot Study.

Wang, M.-S., Chen, C.-C., Chang, S.-C., and Yang, Y.-H. (2007). Effects of Online Shopping Attitudes, Subjective Norms and Control Beliefs on Online Shopping Intentions: A Test of the Theory of Planned Behaviour. International Journal of Management, 24(2), 296. Retrieved from https://www.questia.com/read/1P3-1317191391/effects-of-online-shopping-attitudes-subjective-norms

Gupta, P. (2017). Comparative study of online and offline shopping: A case study of Rourkela in Odisha. Journal of Applied Business Research, 42(3), 1–3. https://doi.org/10.1016/j.dss.2005.11.005

Kamran, A. (2019). Consumers Online Purchase Intention Towards Cosmetic Products in Karachi. Journal of Social Sciences and Media Studies (JOSSAMS), 2(2), 1–81.

Degeratu, A., Arvind Rangaswamy, J. Wu. 2000. Consumer  choice  behavior  in  online  and traditional  supermarkets:  The  effects  of  brand name, price,  and other search attributes. Internat.J. Res. in Marketing 17(155–78.

Katawetawaraks,  C.,  &  Wang,  C.  H.  (2011). Online  Shopper  Behavior:  Influences  of  Online Shopping  Decision.  Asian  Journal  of  Business Research, 1(2), 66-74.

Kumar,  V.,  &  Dange,  U.  (2012).  A  Study  of Factors  Affecting  Online  Buying  Behaviour:  A Conceptual Model. SSRN.

Levin, A. M., Levin, I. P., & Weller, J. A. (2005). A  Multi-Attribute  Analysis  of  Preferences  for Online and Offline Shopping: Differences across Products,  Consumers,  and  Shopping  Stages. Journal  of Electronic  Commerce  Research,  6(4), 281-290

Ye, L., Chen, Z., & Li, X. (2012). A study of impacts on online purchase behaviour: information richness and website interactivity perspectives. International Journal of Services Technology and Management,, 18(1), 3-15.

Cockayne, D. (2016). Redefining B2B relationship marketing: insight from postmodern Alibaba. Journal of Customer Behaviour, 15 (1), 49-66.

Xu-Priour, D. L., Truong, Y., & Klink, R. R. (2014). The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France. Technological Forecasting and Social Change,, 88(4), 265- 275.

Hair, J. F. (2011). Multiveriate data analysis. Prentic hall international.

Asshidin, N. H., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer's purchase intention towards American and local products. Procedia Economics and Finance, 35, 639-643.

Rodríguez, T., & Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management,, 15(3), 599-622.

Majid, M. B., Sabir, I., & Ashraf, T. (2015). Consumer purchase intention towards Halal cosmetics & personal care products in Pakistan. Global Journal of Research in Business & Management,, 1(1), 2-12.

Peter J.Danaher,Isaac W,Wilson & Robert A. Davis (2014). A Comparison of Online and Offline Consumer Brand Loyalty,Marketing Science. Vol. 22, No.1.

Cheng Lu Wang. (2001). Online shopper Behaviour: Influence of Online Shopping Decision. Asian Journal of Business Research . Vol.1, No.2

Junhong Chu, Marta Arce-Urriza, Jose Javier Cebollada- Calvo & Pradeep K.Chintagunta . (2010). An Empirical Analysis Of Shopping Behaviour Across Online and Offline Channels For Grocery Products: The Moderating Effects of Households and Products Characterised. Journal of Interactive Marketing. 24, 251-268.

Kuan –Pin Chaing & Ruby Roy Dholakia. (2003). Factor Driving Consumer Intention to Shop Online: An Empirical Investigation:Journal of Consumer Psychology, 13 (1&2), 177-183.

Wen,  I.  (2009).  Factors  affecting  the  online  travel  buying  decision:  a  review.  International  Journal  of Contemporary Hospitality Management, 21(6), 752-765.

Wang,  S. L.  A. (2002).  Customer  testimonials and  news clips  as contextual  cues in  the  consumer cognitive processing of online shopping:  how do  they build trust and then  increase purchase intention?  Journal of Promotion Management, 9(1-2), 145-162.

Van  der  Heijden,  H.,  Verhagen,  T.,  &  Creemers,  M.  (2003). Understanding  online  purchase  intentions: contributions  from technology  and  trust  perspectives.  European journal  of  information  systems, 12(1), 41-48

Sultan, F., Urban, G., Shankar, V., & Bart, I. (2003). Determinants and role of trust in e- business: a large scale empirical study.

Hausman, A. V., and Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. J. Busin. Res. 62, 5–13. doi: 10.1016/j.jbusres.2008.01.018

Forsythe, S. M., and Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. J. Busin. Res. 56, 867–875. doi: 10.1016/S0148-2963(01)00273-9

Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping. Internet Research, 25(5), 707–733. doi:10.1108/IntR-05-2014–0146

Demangeot, C., & Broderick, A. J. (2010). Consumer perceptions of online shopping environments. Psychology & Marketing, 30(6), 461–469.

Ajzen, I.; Albarracín, D. Predicting and changing behavior: A reasoned action approach. In Prediction and Change of Health Behavior: Applying the Reasoned Action Approach

Bringula, R. P., Moraga, S. D., Catacutan, A. E., Jamis, M. N., and Mangao, D. F. (2018). Factors influencing online purchase intention of smartphones: A hierarchical regression analysis. Cogent Business & Management, 5(1), 1–18. https://doi.org/10.1080/23311975.2018.1496612

Chang, H., & Chen, S. (2008). The impact of online store cues on purchase intention.

Maignan, I., & Lukas, B.A. (1997). “The Nature and Social Uses of the Internet: A Qualitative Investigation”, Journal of Consumer Affairs, 31(2), 346–371.

Shin. D. (2010), “Ubiquitous computing acceptance model: end user concern about security, privacy and risk”, Int. J. Mob. Comm., 8(2), 169 – 186

Tasi, Y. and Yeh, J. (2010), “Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products”, African Journal of Business Management, 4(18), 4057-4066.

Vijayasarathy, L. and Jones, J. (2000), “Print and Internet catalog shopping: assessing attitudes and intentions”, Internet Research, 10(3), 191-202.

Youn, S. (2009), “Determinants of online privacy concern and its influence on privacy protection behaviors among young adolescents”, Journal of Consumer Affairs, 43(3), 389 – 418.

Zhang, L., Tan,W., Xu, Y. & Tan, G. (2012) , “Dimensions of Consumers’ Perceived Risk and Their Influences on Online Consumers’ Purchasing Behaviour”, Communications in Information Science and Management Engineering, 2(7), 8-14

Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: the role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90. doi: 10.2753/jec1086-4415160204

Wattanasupachoke, T. (2011). Success factors of online social networks. The Journal of Global Business Issues, 5(2): 11-21.

Jayawardhena, C., L. T.  Wright, and  C. Dennis. 2009.  Consumers  online:  Intentions, orientations and segmentation. International Journal of  Retail & Distribution Management 35: 515-526

Seock, Y. K., and L. R. Bailey. 2008. The influence of  college students’ shopping orientations and gender differences on online information searches and  Purchase behaviours. International  Journal of  Consumer Studies 32: 113-121

Singh, N., Zhao, J. and Hu, X. (2003) ‘Cultural adaptation on the web: a study of American

companies’ domestic and Chinese websites’, Journal of Global Information Management,

Vol. 11 No. 3, pp.63–80

Singh, N., Zhao, J. and Hu, X. (2003) ‘Cultural adaptation on the web: a study of American

companies’ domestic and Chinese websites’, Journal of Global Information Management,

Vol. 11 No. 3, pp.63–80

Singh, N., Zhao, J. and Hu, X. (2003) ‘Cultural adaptation on the web: a study of American companies’ domestic and Chinese websites’, Journal of Global Information Management, Vol. 11 No. 3, pp.63–80

Kim, E.B. and Eom, S.B. (2002) ‘Designing Effective Cyber Store User Interface’, Industrial Management and Data Systems, Vol. 102, No. 5, pp.241–251

Seock, Y. K., and L. R. Bailey. 2008. The influence of  college students’ shopping orientations and gender differences on online information searches and  ourchase behaviours. International  Journal of  Consumer Studies 32: 113-121

Nguyen, C., & Romaniuk, J. (2014). Pass it on: A framework for classifying the content of word of mouth. Australasian Marketing Journal (AMJ), 22(2), 117-124

Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-ofmouth) messages. Cyber Psychology & Behavior, 12(2), 193-197

Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms? Decision Support Systems, 53(1), 218- 225.

Lin, C., Wu, Y. S., & Chen, J. C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. TIIM 2013 Proceedings, 39-47.

Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management, 29(5-6), 562-583.

Shabsogh, N. M. A. (2013). Impact of eWOM Source Characteristics on The Purchasing Intention (Doctoral dissertation, University of Bradford).

Vahdati, H, Mousavi Nejad, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1–26

Cheung, C.M. and Thadani, D.R. (2012), “The impact of electronic word-of-mouth communication: a literature analysis and integrative model”, Decision Support Systems, Vol. 54 No. 1, pp. 461-470.

Chevalier, J.A. and Mayzlin, D. (2006), “The effect of word of mouth on sales: online book reviews”, Journal of Marketing Research, Vol. 43 No. 3, pp. 345-354.

Bambauer-Sachse, S. and Mangold, S. (2011), “Brand equity dilution through negative online word-ofmouth communication”, Journal of Retailing and Consumer Services, Vol. 18 No. 1, pp. 38-45

Chang, H., & Chen, S. (2008). The impact of online store cues on purchase intention. Online