An examination of the factors that influence consumer attitude in online shopping

Abstract

The majority of client purchases are influenced by their evaluation of the product's advantages, disadvantages, and emotional components. Psychology and marketing studies have shown that different stages of the purchasing process require the involvement of customer emotions. The objective of the current study is to pinpoint the elements and variables that might affect consumers' feelings when they purchase high-end cosmetics. A qualitative study employing in-depth semi-structured interviews with 23 users of high-end cosmetics and health products in Telegram groups was initially carried out in order to discover the many components of client emotions. Many client emotional dimensions were uncovered as a result of this inquiry, along with a list of factors that could act as emotional antecedents in the target audience. Based on group consensus, the following step is to identify the variables impacting customer sentiments. The panel at this time consisted of 15 experts and professionals in marketing, psychology, companies importing luxury cosmetics and hygiene items that are active on online networks, and managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three steps, and 36 factors impacting customers' emotions were discovered and assessed based on their applicability or perceived strength in the eyes of the experts. Individual variables, group and product variables, and situational variables were then separated into three groups.