Factors Influencing Online Purchase Intention: The Mediating Role of Attitude toward Online Shopping: An Empirical Study in Cosmetics Sector in Jordan

Abstract

This study aims to determine the factors that influence online purchase intentions in the cosmetics sector in Jordan. The results showed that online sales promotion, electronic word-of-mouth, online product presentation and perceived risk have significantly influenced OPI and attitude towards online shopping, which mediates the relationship between independent variables and online purchase intention in the cosmetics sector in Jordan. The study recommends to examine the same factors in more sectors, as people in different sectors may have different characteristics and distinct behaviors; so, the findings may lack generalizability.