FACTORS INFLUENCING FEMALE COLLEGE STUDENTS TOWARDS ONLINE PURCHASE OF COSMETICS PRODUCTS
| dc.contributor.advisor | Asso. Prof. Suman Kamal Parajuli | |
| dc.contributor.author | Rashana Shrestha | |
| dc.date.accessioned | 2025-03-27T04:35:05Z | |
| dc.date.available | 2025-03-27T04:35:05Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | This study investigates the factors influencing online purchase intention of cosmetics in Nepal, focusing on three key variables: Social Media Influencers (SMI), Electronic Word of Mouth (eWOM), and Perceived Quality (PQ). The research was conducted with a sample size of 411 respondents from various universities in Nepal, utilizing a descriptive and causal comparative research design. Multiple regression analysis was employed to determine the relationships between these variables and online purchase intention. The findings reveal that Social Media Influencers significantly impact consumers' purchase intentions. Influencer endorsements and content create strong connections with consumers, building trust and encouraging purchases. This highlights the growing importance of influencers in shaping consumer behavior in the digital marketplace. Electronic Word of Mouth also emerged as a crucial factor. Positive online reviews, ratings, and recommendations were found to greatly enhance consumer confidence and the likelihood of making a purchase. This underscores the need for businesses to actively manage their online reputation and encourage positive feedback. Perceived Quality was identified as another significant determinant of purchase intention. Consumers are more likely to purchase products when they perceive them as high quality. Thus, effectively communicating product quality and maintaining high standards are essential for fostering consumer trust and driving purchase decisions. In conclusion, the study emphasizes the need for businesses to leverage social media influencers, foster positive eWOM, and ensure high perceived quality to boost online purchase intentions. By focusing on these factors, companies can enhance consumer trust, satisfaction, and ultimately, sales. Future research could explore additional variables and their interactions with these factors to provide more comprehensive insights into consumer purchase behavior in the evolving digital marketplace. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14540/24707 | |
| dc.language.iso | en_US | |
| dc.publisher | Shanker Dev Campus | |
| dc.title | FACTORS INFLUENCING FEMALE COLLEGE STUDENTS TOWARDS ONLINE PURCHASE OF COSMETICS PRODUCTS | |
| dc.type | Thesis | |
| local.academic.level | Masters | |
| local.affiliatedinstitute.title | Shanker Dev Campus | |
| local.institute.title | Faculty of Management |