Impulse Cosmetic Purchase; Its relation to word-of-mouth and product involvement
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This document summarizes a research study investigating the role of word-of-mouth and product involvement on impulse buying of cosmetic products. The study developed a research model and hypotheses exploring the relationships between word-of-mouth, product involvement, impulse buying tendency, and impulse cosmetic purchases. Data was collected through questionnaires distributed to cosmetic shoppers in Dubai mall and analyzed using reliability tests, correlation analysis and structural equation modeling. The results found that word-of-mouth had a significant effect on both impulse buying tendency and purchases, while product involvement did not significantly impact tendency or purchases. The study provides suggestions for further exploring these relationships with specific brands, retailers or cultures.
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Impulse Cosmetic Purchase; Its relation to word-of-mouth and product involvement
- 1. Impulse Cosmetic Purchase; Its relation to word-of-mouth and product involvement Supervisor Prof. Ali Hajiha, PhD By: Hooman Hamidi Aval
- 2. Problem Statement What is the role of word- of-mouth and product involvement on impulse buying in cosmetic market?”
- 4. 4 Innovative Aspects Investigating word of mouth and product involvement, and their effects on impulse buying behavior simultaneously. It’s the first time that a study about impulse buying behavior in cosmetics product has been done in Dubai.
- 5. 5 Objectives The main objective in this research is investigating the relation between model components. The secondary objective is measuring the impact of variables on each other.
- 7. Type of Research from the viewpoint of application is applied research; from the viewpoint of objectives is correlational research; and from the viewpoint of inquiry mode is quantitative research.
- 8. Study Population The populations of this research are people who came to Dubai mall to buy cosmetic products from Paris Gallery.
- 9. Research Methodology The collection tool of data is questionnaire. The designed questionnaire includes 4 concepts with 16 items by using five- point Likert scale. Random Sampling procedure was done in two pre-test and main test. The pre-test part was done distributing 40 questionnaires among the people came to mall to buy cosmetics. In main test about 400 questionnaires were distributed among people of which 200 questionnaires were worth analyzing.
- 10. Product Involvement Items I usually have one or more cosmetic products of the leading brands. An important part of my life and activities is using cosmetics smartly. I am interested in shopping at cosmetics specialty stores rather than at department stores for my cosmetic needs. I usually buy cosmetics for fashion, not beauty, if I must choose between two.
- 11. 11 Word of Mouth Items I seek advice from family, friends’ and neighbors. I regard family and friends as a good source of information. I can think of at least two people who have told me about a cosmetic product. If I have little experience with a product, I ask others. I trust the info I receive from family and friends. I frequently gather information from family and friends.
- 12. 12 Impulse Buying Tendency Items When shopping, I often experience sudden urges to buy a product. When shopping, I often buy a product that I do not need for immediate use. When shopping, I often buy a product that I had no prior plan to buy.
- 13. 13 Impulse Buying Behavior Items I buy cosmetic products with a new brand if I see it. I buy to try out a perfume with a new promotion. I like to buy new cosmetic products that have just come out.
- 14. Validity In order to determine the validity of the questionnaires, face validity and experts' opinions as well as customers' opinions who had already answered the questions in the pre-test were used.
- 15. Reliability The reliability of all instruments was assessed by the Cronbach’α reliability coefficient and Confirmatory factor analysis was used.
- 16. Cronbach’α Reliability Coefficient variables Cronbach’α Reliability Coefficient Product involvement 0.802 Word-of-mouth 0.789 Impulse buying tendency 0.795 Impulse purchase 0.804 The whole questionnaire 0.795
- 17. 17 Confirmatory Factor Analysis in Latent Exogenous Variables variable index mean Factor loading AVE CR Alpha Product Involvement PI1 3.2063 0.75 0.59 0.761 0.754 PI2 2.8531 0.86 PI3 3.5031 0.60 PI4 2.9906 0.80 Word of Mouth WOM1 2.8937 0.67 0.54 0.780 0.779 WOM2 2.7000 0.68 WOM3 2.8281 0.77 WOM4 3.0812 0.71 WOM5 2.9062 0.78 WOM6 2.9031 0.80
- 18. 18 Confirmatory Factor Analysis in Latent Endogenous Variables variable index mean Factor loading AVE CR Alpha Impulse Buying Tendency IBT1 2.9469 0.73 0.52 0.840 0.838 IBT2 2.8219 0.72 IBT3 3.1063 0.67 Impulse Purchase IP1 2.6875 0.64 0.58 0.875 0.874 IP2 2.8594 0.69 IP3 2.6781 0.93
- 20. 20 Model in the Standard Estimate Coefficients GFI = 0.91 AGFI = 0.87 NFI = 0.95
- 21. Research Hypotheses Research hypotheses Significance Level Level of Effect Rejected or Accepted The effect of product involvement on buying tendency 1.78 0.13 Rejected The effect of product involvement on impulse buying 1.71 0.11 Rejected The effect of word of mouth on buying tendency 5.56 0.43 Accepted The effect of word of mouth on impulse buying 5.4 0.39 Accepted The effect of buying tendency on impulse buying 2.81 0.21 Accepted
- 22. Further Explorations & Suggestions A specific cosmetic brand Different shopping centers or retailers Online shopping Specific cultures
- 23. 23 Once again, I’d like to appreciate Dr. Hajiha’s invaluable remarks and support all through the writing of the thesis.
- 24. Thank you all for your patience