Title:
Does the Quality of Beauty E-commerce Impact Online Purchase Intention? The Role of Perceived Enjoyment and Perceived Trust

Authors:
Drajad Veda Mustika, Lilik Wahyudi, Indonesia

Abstract:

The purpose of this paper is to examine the relationship between Website Quality, Perceived Enjoyment, Perceived Trust that can involve Purchase Intention of Skincare Products. This study will employ a theoretical lens of S-O-R (stimulus-organism-response). The proposed model is tested to 476 participant users of beauty e-commerce sites using survey approach by Lime Survey. Partial least square structural equation modelling was used for the analysis (PLS-SEM). The findings revealed that Quality of a website, Perceived Enjoyment, and Perceived Trust has a positive significant effect on Online Purchase Intention, Website Quality has a positive significant effect on Perceived Enjoyment and Perceived Trust, and Perceived Enjoyment and Perceived Trust can mediate perfectly between Website Quality and Online Purchase Intention. This paper show implication that e-retailer should improve the quality of beauty e-commerce especially on visual and display appeal quality, to facilitate and comfort consumers about their purchasing decisions, also beauty e-commerce sites should give more attention to delivery and transaction security.

DOI: http://dx.doi.org/10.51505/ijebmr.2022.6415