Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment |
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Institution: | 1. The Business School, RMIT Vietnam, 702 Nguyen Van Linh Street, District 7, Ho Chi Minh City, Vietnam;2. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, 100876, People''s Republic of China |
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Abstract: | Using the S-O-R model, we investigate the impact of situational factors (interpersonal influence, visual appeal, and portability) on hedonic and utilitarian web browsing and expand the theory by exploring the moderating roles of scarcity and serendipity. Data were collected from 988 participants via an online survey. Structural equation modeling was performed using AMOS 23. The results show that the situational factors positively influence hedonic and utilitarian web browsing. Scarcity and serendipity have a significant moderating role in the relationship between hedonic web browsing, utilitarian web browsing, and cosmetics m-commerce purchase intention. This study hopes to provide a deeper understanding of consumer behavior and attitudes in the cosmetics market in the m-commerce context. |
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Keywords: | S-O-R model Hedonic web browsing Utilitarian web browsing Scarcity Serendipity Situational factors and online purchase intention |
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