| Collection Title: | SIU Thesis | | Title : | Online Impulse Buying Behavior of Cosmetics in Beauty Makeup Category Short Video | | Material Type: | printed text | | Authors: | Yuan Zhou, Author ; Eksiri Niyomsilp, Associated Name ; Montira Chunlim, Associated Name | | Publisher: | Pathumthani: Shinawatra University | | Publication Date: | 2022 | | Pagination: | xv, 233 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 500.00 Baht | | General note: | SIU THE: SOM-PhD-M-2022-90
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022 | | Languages : | English (eng) | | Descriptors: | [LCSH]Consumer behavior
[LCSH]Cosmetics
[LCSH]Marketing
[LCSH]Short Video
| | Keywords: | Online Impulse Buying Behavior,
Cosmetics In Beauty Makeup,
Short Video,
Key Opinion Leaders | | Abstract: | With the development of The Internet in China, short video marketing has been more widely used in the field of cosmetics online sales and achieved very outstanding marketing effects. In the context of short videos of beauty cosmetics, what factors will affect online impulse buying behavior of cosmetics is worth discussing. This study was based on theories and literature research on short beauty videos, online impulse buying behaviors of cosmetics, positive emotions and trust, perceived risk, etc. The SOR model was used as the theoretical basis to construct the model and put forward hypotheses. This study constructed two models.
This study randomly selected consumers from first-tier to fifth-tier cities with experience in watching short beauty videos as the research objects, conducted in-depth interviews, distributed questionnaires online and offline, and collected and analyzed information. Among them, 15 consumers were selected for in-depth interviews, and 525 questionnaires of consumers with purchase behavior after watching short videos of beauty makeup were collected, and 406 questionnaires of consumers with no purchase behavior after watching short videos of beauty makeup were collected. Descriptive statistical analysis, reliability and validity analysis, factor analysis, regression analysis and structural equation model were conducted by using SPSS.
The results show that marketing stimulus, interaction, key opinion leaders, content, positive emotions and trust have significant positive effects on cosmetics online impulse buying behavior. Positive emotions and trust mediate between marketing stimulus, interaction, key opinion leaders, content and cosmetics online impulse buying behavior. Short video perceived content quality risk, perceived evaluation quality risk, reputation risk of key opinion leaders, psychological risk and cosmetics online impulse buying behavior have significant negative effects. | | Curricular : | BBA/GE/MBA/PhDM | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28476 |
SIU Thesis. Online Impulse Buying Behavior of Cosmetics in Beauty Makeup Category Short Video [printed text] / Yuan Zhou, Author ; Eksiri Niyomsilp, Associated Name ; Montira Chunlim, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022 . - xv, 233 p. : Tables, ill. ; 30 cm. 500.00 Baht SIU THE: SOM-PhD-M-2022-90
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022 Languages : English ( eng) | Descriptors: | [LCSH]Consumer behavior
[LCSH]Cosmetics
[LCSH]Marketing
[LCSH]Short Video
| | Keywords: | Online Impulse Buying Behavior,
Cosmetics In Beauty Makeup,
Short Video,
Key Opinion Leaders | | Abstract: | With the development of The Internet in China, short video marketing has been more widely used in the field of cosmetics online sales and achieved very outstanding marketing effects. In the context of short videos of beauty cosmetics, what factors will affect online impulse buying behavior of cosmetics is worth discussing. This study was based on theories and literature research on short beauty videos, online impulse buying behaviors of cosmetics, positive emotions and trust, perceived risk, etc. The SOR model was used as the theoretical basis to construct the model and put forward hypotheses. This study constructed two models.
This study randomly selected consumers from first-tier to fifth-tier cities with experience in watching short beauty videos as the research objects, conducted in-depth interviews, distributed questionnaires online and offline, and collected and analyzed information. Among them, 15 consumers were selected for in-depth interviews, and 525 questionnaires of consumers with purchase behavior after watching short videos of beauty makeup were collected, and 406 questionnaires of consumers with no purchase behavior after watching short videos of beauty makeup were collected. Descriptive statistical analysis, reliability and validity analysis, factor analysis, regression analysis and structural equation model were conducted by using SPSS.
The results show that marketing stimulus, interaction, key opinion leaders, content, positive emotions and trust have significant positive effects on cosmetics online impulse buying behavior. Positive emotions and trust mediate between marketing stimulus, interaction, key opinion leaders, content and cosmetics online impulse buying behavior. Short video perceived content quality risk, perceived evaluation quality risk, reputation risk of key opinion leaders, psychological risk and cosmetics online impulse buying behavior have significant negative effects. | | Curricular : | BBA/GE/MBA/PhDM | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28476 |
|
Add the result to your basket Refine your search Apply to external sources Make a suggestionSIU Thesis. Online Impulse Buying Behavior of Cosmetics in Beauty Makeup Category Short Video / Yuan Zhou / Pathumthani: Shinawatra University - 2022
