THE IMPACT OF ONLINE WORD-OF-MOUTH ON WOMEN'S COSMETICS PURCHASING DECISIONS

Abstract

Rapid development of e-commerce makes the online shopping become inseparable part of people’s daily life, especially for women. More and more customer buy necessary product online. In here, Electronic commerce provide more choice for female customer to choose product but also bring more risk. The study was designed to systematically investigate whether there were any differences between Chinese women' s E-wom and their perceptions of cosmetics purchases and their behavior after purchase. Because so many customer give feed back said “terrible product”. For reduce the risk of online cosmetics, this study make a research to analyze the influence E-wom of female cosmetic purchasing decision. In this context, this paper conducts quantitative research on how the E-wom influences women’s online purchase of cosmetic products. It choose 184 Chinese female respondent in China and Indonesia to make a research, this research uses multiple regression test, F-test and T-test in order to examine the hypothesis testing. The results confirm that E-wom communication carrier, E-wom quantification, and Continuity of E-wom have positive significant influence towards women’s cosmetics purchase decision. All independent variables are found to be simultaneously significant toward women’s cosmetics purchase decision. Finally, all independent variables contributed is 64.7% to the dependent variable. Theoretical and practical implications are discussed as well as recommendations for further research. Based on the result, this research have provide related suggestion for enterprise to lead customer give factual comment, for customer should have own sense of identity.