Author Description

The purpose of this thesis was to determine the factors that influence consumers' online purchase intentions in cosmetic products and provide a useful outcome to the online cosmetics retailers. The thesis assumes three sets of influencing factors based on the literature review. The first set uses to measure the degree of intending use of a website to purchase cosmetics, which includes trust (Mayer et al., 1995), perceived ease of use, and perceived usefulness from the technology acceptance model (Davis, 1989). The second set predicts consumers' purchase intentions, which includes attitude toward the behavior and subjective norms (Fishbein and Ajzen, 1975) and perceived behavioral control (Ajzen, 1991). The third set includes the demographic variables age, gender and country. The data were collected through a questionnaire completed by 177 respondents, the majority of which were graduate students from California State University, Los Angeles. The collected data were analyzed on SPSS software to examine the descriptive statistics, reliability, correlations, and regression analyses. The results showed that there is positive and significant association between perceived ease of use and perceived usefulness when purchasing online cosmetics. Moreover, perceived behavioral control had significant influence on customer purchase intentions. These results may be helpful to the cosmetics online retailers and manufacturers to recognize and better understand the new trends and making better strategies with cosmetics marketing.