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

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.