The Impact of Website Quality on Perceived Trust, Perceived Usefulness, Perceived Risk Effect to Purchasing Cosmetic Online Among Young Adults
Keywords:
Website Quality, Perceived Trust, Perceived Usefulness, Perceived RiskAbstract
This research aims to examine the impact of website quality on perceived trust, perceived usefulness, perceived risk effect to purchasing cosmetic online among young adults. This study was conducted from a sample group of 400 responses who used to buy cosmetics online in Chiang Mai, aged between 18-35 years old. Data were collected using both online questionnaires and documents then tested the reliability of each variable with coefficient alpha. The results were analyzed with descriptive statistics, multiple regression and Process Macro were used to analyze parallel Mediator. The results showed that the website quality factor was a significant factor that positively influenced the perceived usefulness, followed by the perceived trust. It shows that young adults’ intent to use websites which are good quality and relate to their purchasing and the mediation test also confirmed that the quality website is an intermediate the relationship between website quality and online cosmetic purchase intention. Therefore, online cosmetic retailers and website developers should consider the quality of the website to have a fast response system, accurate information, clear images, and videos convenient and safe for users Including a simple warranty system and satisfying compensation according to customer requirements.
References
ชัญญพัชญ์ วงษ์วิวัฒน์ และวรัชญ์ ครุจิต. (2562). รูปแบบการสื่อสาร กลยุทธ์การสื่อสารการตลาด จริยธรรมการตลาดผู้ทรงผลกระทบออนไลน์ในประเทศไทย. วารสารบริหารธุรกิจและศิลปศาสตร์ ราชมงคลล้านนา, 7(2), 19-31.
ธนาคารไทยพาณิชย์ จำกัด (มหาชน). (2563). Top 11 สินค้าออนไลน์รุ่งและร่วงช่วง COVID-19. สืบค้น 18 กรกฏาคม 2565. จาก https://www.scb.co.th/th/personal-banking/stories/business-maker/top-11-online-shopping.html.
แผนการส่งเสริม SME สสว. (2023) แผนปฏิบัติการของ สสว. ระยะ 5 ปี (พ.ศ. 2566-2570) สืบค้น 5 สิงหาคม 2556. จาก https://www.sme.go.th/upload/mod_download/download-202110121 50719.pdf
มาร์เก็ตเธียร์. (2564). ตลาดเครื่องสำอาง: ไทยส่งออกเป็นอันดับ 10 ของโลก. สืบค้น 18 กรกฏาคม 2565. จาก https:// marketeeronline.co/archives/216591.
Abdullah D., Kamal S. B. M., Azmi A., Lahap J., Bahari K. A. & Din N. (2019). Perceived Website Interactivity, Perceived Usefulness and Online Hotel Booking Intention: A Structural Model’, Malaysian Journal of Consumer and Family Economics, Special Edition, 21, 45 - 57
Ariffin S. K., Mohan T. & Yen-Nee Goh Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309 - 327
Bahari K. A., Abdullah D., Mohd Kamal S. B., Johari N. R., & Zulkafli M. S. (2018). The Influence of Hotel Website Design Quality, Perceived Ease of Use and perceived Usefulness on Loyalty Intention. The Turkish Online Journal of Design, Art and Communication - TOJDAC, September Special Edition, 701 - 710.
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32.
Choi E. & Lee K.C. (2019). Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context. Customer Relationship Marketing and Brand Management for Business Sustainability, 11(22), 6257.
Conbach, L. Joseph. (1984). Essential of Psychology and Education. New York: Mc–Graw Hill.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptanceof computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intentions and behaviour: An introduction to theory and research. Boston, MA: Addison-Wesley.
Giao, H., Vuong, B & Quan, T. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam. Supply Chain Management, 8(2), 351-370. DOI:10.5267/j.uscm.2019.11.004
Jason, L.S.H, & Siti Aishah, H,. (2021). Influence of perceived usefulness, perceived ease of use and brand name on online purchase intention among higher learning institutions students. International Conference on Multidisciplinary Innovation and Economics 2021, 8th – 9th September, 33
Lee T. S., Md Ariff M. S., Zakuan N., Sulaiman Z, & Mat Saman M. Z. (2016). Online Sellers’ Website Quality Influencing Online Buyers’ Purchase Intention. IOP Conference Series: Materials Science and Engineering, 131(2016), 1 – 10. DOI:10.1088/1757-899X/131/1/012014
Lim, Y. J., Osman, A. B., & Halim, M. S. B. A. (2014). Perceived usefulness and trust towards consumer behaviors: a perspective of consumer online shopping. Journal of Asian Scientific Research, 4(10), 541 - 546.
Meskaran, F., Ismail, Z., & Ramachandiran, C. R. (2021). Factors Influencing Perceived Trust in Online Purchasing – Considering Third-Party Endorsement. Journal of Computer Science & Computational Mathematics, 11(2), 17 - 22. DOI: 10.20967/jcscm.2021.02.002
Ngoc Thang H., Thi Lien Huong N., & Thanh Van P. (2021). Factors Influencing Online Shopping Intention: An Empirical Study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(3), 1257 - 1266.
Ngoc Thang H., Thi Lien Huong N., Thi Phuong Linh N., & Thanh Do N. (2019). The effect of trust on consumers’ online purchase intention: An integration of TAM and TPB. Management Science Letters, 9(2019), 1451–1460.
Sharma A., & Bahl S. (2018). Influence of service quality of e-commerce websites on customers’ trust, commitment and loyalty: A case of Indian customers. International Journal of Research in Engineering, IT and Social Sciences, 8(9), 75 - 84.
Zhao, X., Deng, S. & Zhou, Y. (2017). The impact of reference effects on online purchase intention of agricultural products: the moderating role of consumers’ food safety consciousness. Internet Research, 27(2), 233-255. DOI: 10.1108/IntR-03-2016-0082.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Fac
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความวิจัยนี้เป็นของลิขสิทธิ์
