Topic factors affecting the decision to buy cosmetics online in hanoi.docx

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TOPIC: FACTORS AFFECTING THE DECISION TO BUY COSMETICS
ONLINE IN HANOI

TABLE CONTENTS
1.1. The urgency of the subject ..........................................................................................6
1.2 Research situation.........................................................................................................9
1.2.1 Research situation abroad........................................................................................9
1.2.2 researches in our country.......................................................................................11
1.3 Research purpose and tasks .......................................................................................13
1.3.1 Research purposes ..................................................................................................13
1.3.2 Research mission ....................................................................................................13
1.4 Object and scope of the study ...................................................................................14
1.4.1 Research subjects....................................................................................................14
1.4.2 Research scope........................................................................................................14
1.4.3 Research question...................................................................................................15
1.5 Research Methods ......................................................................................................15
1.6 New contributions and meaning of the topic ..........................................................15
1.6.1 New contributions of the topic..............................................................................15
1.6.2 The significance of the study of the topic ...........................................................16
1.7 Graduation thesis layout ............................................................................................16
Conclusion Chapter 1.................................................................................................................16
CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL ...............................18
2.1 Some related concepts................................................................................................18
2.1.1 Cosmetic concept....................................................................................................18
2.1.2 Classification of cosmetics....................................................................................19
2.1.3 Concept of intention to buy...................................................................................20
2.1.4 The concept of e-commerce and e-commerce platform ....................................20
2.2 Foundation theory.......................................................................................................22
2.2.1 TRA – Theory of Reasoned Action......................................................................22
2.2.2 Theory of Planned Behavior (TPB) .....................................................................24
2.2.3 Technology Acceptance Model (TAM)...............................................................24

2.3 Research on issues related to the topic ....................................................................26
2.3.1 Factors affecting the intention to buy cosmetics online:(Shirin & Clara (2015)
- Consumers' online purchase intention in cosmetic products)....................................26
2.3.2 Factors influencing online shopping behavior - Mediating role of shopping
intention: (Abdullah Osman, Yi Jin Lim, Shahrul Nizam Salahuddin, Abdul Rahim
Romle & SafizalAbdullah (2016). Factors influencingonlineshoppingbehavior.: the
mediating Factors influencing role of purchase intention............................................27
2.3.3 Impact of User Generated Content (UGC) for product reviews on online
purchases – ConceptualFramework: (Azlin ZanariahBahtar& MazziniMuda (2016).
The impact of user – generated content (UGC). ) on product reviews towards online
purchasing – a conceptual framework)...........................................................................29
2.4 Proposed research model and research hypotheses................................................31
2.4.1 Proposing a research model...................................................................................31
2.4.2 Research hypotheses ..............................................................................................32
CHAPTER 2 SUMMARY ........................................................................................................37
CHAPTER 3: RESEARCH METHODS.................................................................................38
3.1. Research design:..............................................................................................................38
3.1.1. Brief description of the research process.............................................................38
3.1.2. Research flow chart.................................................................................................40
3.1.3. Building a scale........................................................................................................41
3.2.Data collection sources and methods.............................................................................46
3.2.1. Questionnaire design...............................................................................................46
3.2.2. Test survey................................................................................................................47
3.2.3. Methods for determining sample size and selecting samples.............................48
3.2.4. Methods of data collection and sampling.............................................................48
3.3. Data Analysis Methods ..................................................................................................49
3.3.1. Check the reliability of the scale through the reliability coefficient Cronbach's
Alpha ....................................................................................................................................49
3.3.2. EFA . exploratory factor analysis..........................................................................49

3.3.3. Pearson's correlation analysis...............................................................................50
3.3.4. Regression analysis.................................................................................................50
3.3.5. One-way t-test and ANOVA for demographic variables ....................................51
Chapter 3 Summary....................................................................................................................51
CHAPTER 4: RESEARCH RESULTS...................................................................................53
4.1. Description of the study sample/Descriptive statistics...............................................53
4.1.1. General Statistics.....................................................................................................53
4.1.2. Information about the user's e-commerce platform type....................................54
4.2. Cronbach's Alpha coefficient analysis .........................................................................55
4.2.1 Factor Perceived usefulness....................................................................................55
4.2.2. Ease of Use Perception Factor ..............................................................................55
4.2.3. Risk Perception Factor ...........................................................................................56
4.2.4. The factor of shopping enjoyment..........................................................................56
4.2.6. Purchase Intent Factor ...........................................................................................56
4.3. EFA . exploratory factor analysis .................................................................................58
4.3.1. Exploratory factor analysis EFA for independent variables for the 1 time .....58
4.3.3. Exploratory factor analysis EFA for the dependent variable ............................61
4.4. Research model after adjustment ..................................................................................62
4.4.1. Research models ......................................................................................................62
4.4.2. Hypotheses................................................................................................................63
4.5. Build regression equation ..............................................................................................63
4.6. Multivariate regression analysis results .......................................................................64
4.6.1. Correlation coefficient test.....................................................................................64
4.6.2. Multivariate regression analysis results...............................................................66
4.5.3. Test the research hypothesis...................................................................................67
4.6. Detect necessary assumption violations.......................................................................69
4.6.1. The phenomenon of multicollinearity....................................................................69
4.6.2. Test assumptions about the normal distribution of the residuals......................70

4.6.3. Assuming a linear relationship as well as the phenomenon of constant error
variance ...............................................................................................................................72
4.7. Test the difference according to individual characteristics to the dependent variable
...................................................................................................................................................73
4.7.1 Gender Variation......................................................................................................73
4.7.2. Variable Age.............................................................................................................74
4.7.3. Variable Education Level.......................................................................................75
4.7.4. Income Variables.....................................................................................................76
4.8. Discussing research results ............................................................................................77
4.8.1. Perceived usefulness: ..............................................................................................77
4.8.2. Perceived ease of use...............................................................................................78
4.8.3. Risk perception: .......................................................................................................79
4.8.4. Shopping enjoyment:...............................................................................................79
4.8.5. Attitude to UGC:......................................................................................................79
Summary of chapter 4:...............................................................................................................80
CHAPTER 5: CONCLUSIONS AND IMPLICATIONS.....................................................81
5.1 Conclude ......................................................................................................................81
5.2 Implications .................................................................................................................81
5.2.1 Risk perception .......................................................................................................81
5.2.2 Attitude to UGC......................................................................................................82
5.2.3 Perceived ease of use .............................................................................................83
5.2.4 Shopping enjoyment...............................................................................................85
5.2.5 Perception of usefulness ........................................................................................85
5.3 Research limitations and future research directions...............................................85

LIST OF TABLES
Table 2.1Summary of research variables in the model..........................................................30
Table 3.1Scale of perceived usefulness ...................................................................................42
Table 3.2Easy-to-use Perception Scale....................................................................................43
Table 3.3Scale of Risk Perception............................................................................................43
Table 3.4Scale of shopping enjoyment ....................................................................................44
Table 3.5Scale of Attitudes towards UGC ..............................................................................45
Table 4.1Statistical results of the survey sample...............................................................54
Table 4.2E-commerce platform and corresponding number of consumers ........................55
Table 4.3Cronbach's Alpha test results....................................................................................57
Table 4.4Summarize results of coefficients in EFA factor analysis for independent
variables for the 1 time ..............................................................................................................58
Table 4.5Summarizing the results of coefficients in EFA factor analysis for independent
variables for the 2nd time ..........................................................................................................59
Table 4.6Result of 2nd factor rotation.....................................................................................60
Table 4.7Coefficients in EFA factor analysis for dependent variable .................................61
Table 4.8Correlation coefficient test results ...........................................................................64
Table 4.9Model summary results .............................................................................................66
Table 4.tenF-test in ANOVA . analysis...................................................................................66
Table 4.11Regression analysis results .....................................................................................67
Table 4.twelfthResearch hypothesis test results.....................................................................68
Table 4.13Results of the test of differences by sex................................................................74
Table 4.14Results of testing the difference by age ................................................................74
Table 4.15The results of the test of differences by education level .....................................75
Table 4.16Income difference test results.................................................................................76

LIST OF FIGURE
Figure 2.2TPB model.................................................................................................................... 24
Figure 2.3TAM . model ................................................................................................................ 26
Figure 2.4Model of factors affecting the intention to buy cosmetics online ................................ 27
Figure 2.5Model of factors affecting online shopping behavior................................................... 28
Figure 2.6ModelUGC's Impact on Online Purchase..................................................................... 30
Figure 2.7Proposed research model.............................................................................................. 32
Figure 4.1Research model after adjustment:................................................................................. 62
Figure 4.2Histogram ..................................................................................................................... 70
Figure 4.3PP Plot . Chart .............................................................................................................. 72
Figure 4.4Scatter graph................................................................................................................. 73

CHAPTER 1: INTRODUCTION
1.1. The urgency of the subject
After more than 30 years of renovation, integration and development (from 1986 up
to now), especially since Vietnam officially became a member of the World Trade
Organization (WTO), Vietnam's economy has become increasingly popular. deeply
integrated into the world economy, the economy has made many outstanding and
comprehensive development steps. According to the Ministry of Industry and Trade, GDP
per capita increased from 730 USD in 2006 to 2,779 USD/person in 2020. Thereby, it can
be seen that the income and living standards of consumers in Vietnam are increasingly
improved and raised. The demand for "eating well, dressing warmly" is fighting being
replaced by "eating well, dressing well", the trend of investing in self-care and beauty is
also increasing. Since then, the beauty care,
According to the development of society, their working environment is usually an
office or an office, where they interact with many people around. Young people focused
on appearance, must always be neat and tidy, create a beautiful image in the eyes of others,
and improve their self-worth. Since then, the demand for beauty and cosmetics use among
young people is increasing rapidly. And the use of cosmeticsbecomes a habit of consumers
when going out, going out, going to work or simply to take care of themselves.
According to the Ministry of Industry and Trade, the e-commerce market in
Vietnam is currently growing quite rapidly with 35.4 million users and generated more
than $2.7 billion in revenue in 2019. E-commerce report by countries Southeast Asia in
2019 by Google, Temasek and Brain&Company predicts that the average growth rate for
the whole period 2015-2025ofVietnam's e-commerceis 29%. It is forecastedthat by 2025,
the scale of Vietnam's e-commerce will reach $43 billion and rank third in ASEAN. These
figures have proved that, when the outstanding development of society makes young
people more active and working in the external environment, shopping on e-commerce
platforms is more and more important. important. Besides, the developed economy also
promotes the purchasing power of Vietnamese consumers.

The boom of the cosmetics industry in recent years has created a widespread viral
effect greatly thanks to e-commerce and social networking channels such as YouTube and
Facebook. If before, cosmetics only appeared on shelves in stores or commercial centers
such as Parkson, Vincom, Diamond... but today, consumers can conveniently shop online
easily through electronic devices including desktop computers, tablets or simply
smartphones. This form brings buyers a lot of interesting and interesting experiences by
bringing a lot of benefits that traditional stores cannot provide such as fast, convenient,
simple, time saving, money and still be able to shop at any time and anywhere. Especially
in an era where everyone is constantly exposed to digital devices and the internet, the trend
of buying cosmetics online has become inevitably.
With this situation and trend, the author again affirms that the form of buying
cosmetics on e-commerce platforms is once showing its position and is increasingly being
chosen by consumers. From the above attraction, cosmetic companies need to understand
and capture the ever-changing needs of customers in order to sell products more
effectively, attract new customers and retain oldcustomers. However, in order tohave clear
and accurate judgments about the behavior of a group of cosmetic consumers in general
and a group of customers who have a preference for buying cosmetics online in particular,
and how to attract for more and more customers to buy cosmetics online, formal research
is required. The goal of this study is to help businesses in the cosmetics industry have a
new direction in the future and understand the factors that affect purchasing behavior to
have an investment plan for their sales channel. especially in the most vibrant and second
largest market in Vietnam - Hanoi City. Stemming from that actual situation, the author
chose the topic: “Factors affecting the decision to buy cosmetics online in Hanoi” make a
thesis topic.
1.2Research situation
1.2.1 Research situation abroad
The global cosmetic market has been growing steadily since the 1990s, however,
due to the impact of the Covid-19 pandemic, 2020, the cosmetics industry will witness a
decline in growth rate for the 1 time in 2020. the number isnot small - 8.0%. Such a decline,

but the total value of the world cosmetics market is still estimated to be worth more than
200 billion euros (according to The world of beauty 2020 Post in L'Oreal's annual report
column). Along with the popularity and influence of the cosmetic market, many research
works related to cosmetics have appeared to detect, test and summarize related issues in
many different aspects and levels. cùng. However, foreign research articles only go into
each subject as "intent to buy cosmetics" or "intent to buy online",
Research on cosmetic purchase intention:
Research by E Janany and Shivany Shanmugathas (2017) conducted a survey with
200 female customers on the factors affecting the intention to buy skin care cosmetics in
Jaffana district in the island nation of Sri Lanka. The study revealed the factors affecting
consumer behavior including various aspects such as Brand, Education, Price and Civil
Status. However, with a limitedsample size, the study can only guarantee relative accuracy
for women in the region, and this is by no means accurate and contribute much to future
research. Because civil status and education factorsare not really popular in many countries
at present, especially in the period of strong development of science and technology,
information technology and education like now.
The study "The factors affecting the intention to buy cosmetics in Indonesia based
on online reviews" by Latifa Putri and Harimukti Wandebori (2016) showed that the most
important factorsaffecting the intention to buy cosmeticsare “quality of eWOM”, followed
by “reliability” of source”, “quantity of eWOM”, “attractiveness of information” and
“perceived usefulness”. Limitations of research study in depth and diversity on forms of
online word of mouth and do not open up future research directions.
The study “Purchasing Cosmetics: A Preliminary Look at Gen-Y” by Uchenna Cyril
Eze, Chew-Beng Tan and Adelene Li-Yen Yeo in Malacca, Malaysia in 2012 collected
204 valid responses from the response. Female users of Generation Y. Research shows that
brand image has a special meaning in choosing cosmetic products for female consumers,
in addition to other factors such as product image, product knowledge. Products and
Promotions are also brought to the table for comparison and evaluation. A bright point of
that study is to outline and suggest research directions for future works, such as taking the

database on the behavior of the Y gene in the article, from which it is used as a measure to
compare it with gen X or gene Z on related cosmetic consumption behavior.
In addition, in 2015 Rahman and Jawaid (2015) proposed a model to study some
factors affecting the trend of men's cosmetic consumption in Gen Y (young people in their
20s to 30s). The study shows the influence of the following factors on the trend of men's
cosmetic consumption, including: Cosmetic packaging; Self-image; Brand Image and
finally Celebrity Image. Finally, the study disproves the hypothesis about the impact of
cosmeticpackaging onconsumer trends. Besides the contributions, this study stillhas some
limitations such as the survey object is only in the Y gene, which does not only or suggest
an approach for future research papers,
Research on online purchase intent:
Research on "Factors affecting online shopping behavior" by Hanu Uzaun and
Mersif Poturak (2014). The author has pointed out factors including: Price expectations,
Perceived risk, Subjective standards, Sales page interface design, Delivery time, Final
experience and Convenience and quality Services have a strong impact on online
purchasing behavior. But the biggest weakness of the study is that the sample size is too
low (104), which reduces the verifiability and reflectivity of the work.
In 2015,Yi Jin Lim and Abdullah Osman and colleagues conducted a study "Factors
affecting online shopping behavior: mediating role of purchase intention". The factors of
Subjective Criterion, Perceived usefulness and Intention to purchase are weighed for
comparison. However, the survey scope of the study was limited to students at one
university, so the generalizability is not high for a larger area.
In the same year, the study "Factors affect the intention to buy products of brands
by online shopping" by Haslinda Hasan, Arran Hai Harun and Mhd Shaffran Zainal Rashid
showed that the The usefulness, Perceived ease of use, Brand factors have a strong impact
on purchase intention. However, by the end of the study, only a low adjusted R2 was
obtained (0.54).
1.2.2 researches in our country

The strong growth of the cosmetics market and the explosion in online shopping
have fueled many studies in Vietnam, but the author has yet to find an in-depth study of
the individual factors. Factors affecting specific cosmetic consumers on e-commerce
platforms, but only at the general level of online shopping (including Digital, Social and
E-commerce channels)
Research by Pham Thi Ba (2013) with the topic "Personal factors affecting the
cosmetic consumption behavior of men". Research has confirmed 6 factors affecting in
decreasing order as follows: interest in skin health, awareness of the traditional role of skin
care products, interest in social image, body attractiveness, self-image and the effects of
age or aging process. However, the study has not made specific recommendations on the
development of marketing and advertising strategies as the initial goal of the study, but
only laid the foundation for future research.
Research by Luu Thanh Duc Hai and Nguyen Kim Yen (2017) with the aim of
"Analysis of factors affecting consumers' decision to buy skin care cosmetics in Can Tho
City". The study confirms that the high quality factor has the strongest influence on
consumer behavior. At the same time, the study also pointed out that the factors that help
to change behavior include: brand, confusion because there are many options, price, brand
loyalty, habits and aesthetics. However, the research paper has not mentioned aspects that
change shopping behavior, especially in the era of digital transformation.
With more modern and up-to-date research articles, we have a study on "Factors
affecting consumers' intention to buy cosmetics online in Ho Chi Minh City" by Diep Thi
Kim Tuyen and Dam. Tri Cuong (2021). The results of the study show that there are four
main influencing factors, of which the second strongest influence is the perceived ease of
use, the third on the quality of the website design, the fourth the perceived usefulness.
However, the research model in the article has a consistent level with reality of 56.4%.
Therefore, the remaining 43.6% of the intention to buy cosmetics online may lie in factors
that the study has not mentioned such as: price, shopping enjoyment, product quality
,...Besides, The researchpaper is stillquite limited in scope of the survey as well as a larger

sample size is needed to more fully reflect the research problem. Therefore, these points
can be considered as orientations for further in-depth studies in the future.
The above are some studies related to the topic, but there are still points that have
not been studied in depth and have high practical significance for consumers in Vietnam,
but specifically in Ho Chi Minh City. In particular, studies on cosmetic consumption on e-
commerce platforms are still quite limited, and there is no researchtopic on this topic with
specific young people in Ho Chi Minh City. Therefore, the consumption consumption
author that his topic will bring many new discoveries about the cosmetic behavior of
specific young people e-commerce platforms - future trends.
1.3Research purpose and tasks
1.3.1 Research purposes
Realizing the urgency of the topic, the author has set out four research objectives:
1, determine the factors that affect the decision to buy cosmetics online in Hanoi.
Second, analyze and evaluate the extent of the influence of factors on the decision
to buy cosmetics online in Hanoi.
.
Third, propose measures to help business performance of cosmetic businesses that
have been tending to develop e-commerce channels.
Fourth, build transparent, accurate, reliable research with high scientific knowledge
content, becoming a reference for future research in the same field.
1.3.2 Research mission
1, synthesize and systematize the concepts of research objects, theories of consumer
behavior and previous studies. From there, we propose a research model and hypotheses
that are suitable with the characteristics of the cosmetic industry, with the objectives of the
study and with the conditions and feasibility of implementation in the area of Hanoi City.
Second, organize a survey of consumers' opinions in Hanoi City with a sufficient
number of participants to be able to give accurate and reliable results. Next, statistics and
processing of the collected data, set up, test the model and determine the degree of

influence of the factors on the intention to buy cosmetics of male consumers.
Third, propose some measures based on theory in Chapter 2 and research results in
Chapter 4 so that businesses can apply to stimulate their intention to chooseto buy cosmetic
products online. consumers in Hanoi City.
1.4Object and scope of the study
1.4.1 Research subjects
Research object: Factors affecting the decision to buy cosmetics of consumers in
Hanoi city.
Research object: Including all consumers aged 18-30 years old who live in Hanoi
City and have completed at least one online cosmetic purchase.
The reason author chooses this age group is because the author that the trend of
cosmetic consumption is fighting being rejuvenated and used more commonly among
young people. According to Q&Me's Vietnam cosmetic trends 2020 report, up to 34% of
young people aged 18-30 use cosmetics every day, while the average figure is only 28%.
In addition, the report also shows that young people are spending more on beauty and self-
care products (432.625VND/month in 2020, an increase of nearly 25% compared to 2019).
The intergovernmental organization Organization for Economic Cooperation and
Development defines youth as “those between the ages of 15 and 29”. But the author
identified and selected the youth milestone as 18-30 with two main reasons:
The age of 15 - under 18 is the age that still depends a lot on the family's finances,
the decisionon shopping behavior is greatly influenced by the father or mother. In addition,
awareness and technology level are still not really complete, so it will more or less lead to
choices that are not really objective in the author's survey form.
The age of 30 is the age that has just transitioned to adulthood, the author wants to
investigate whether this transition period has a great influence on consumers' decisions or
buying behavior, especially in Industry 4.0, where adults want to rejuvenate their choices
to adapt to the times.
1.4.2 Research scope

About space: The survey was conducted on consumers aged 18-30 in districts in
Hanoi city.
About time: Primary data for the study will be collected in March 2022.
1.4.3 Research question
The study poses the following questions:
1, what are the factors that influence consumers' decision to buy cosmetics online
in Hanoi?
Second, how do the factors just mentioned affect the decision to buy cosmetics
online of Hanoi consumers?
Third, from the researchresults, what measures can be given forbusinesses in Hanoi
and Vietnam to promote the intention to choose cosmetics of enterprises on e-commerce
platforms?
1.5Research Methods
1.6New contributions and meaning of the topic
1.6.1 New contributions of the topic
1, current research on cosmetic consumption behavior focuses on analyzing skin
care products as well as makeup. However, the fact that other cosmetic products such as
deodorants, perfumes, hair care and bath products are also interested by young people.
Besides this, studies only focus on analyzing usage behavior, not really in-depth on initial
purchase intention. Therefore, the author's research will focus on the intention to buy
cosmetics of young customers in order to provide analysis and evaluation in an intuitive
and highly applicable way.
Second, the researches on cosmetic consumption behavior in Vietnam only revolve
around individual factors and are derived by the subject itself such as Brand Image, Price,
Lifestyle, Promotion. ,... But not much has been mentioned about external factors from
surrounding customers such as: Refer to reviews (Review), Suggestions to buy from
influencers (Influencers),... This research of the author, besides examining individual
factors, will focus on analyzing external factors in order to give the most comprehensive
results.

Third, the researches on the intention to use cosmetics of Vietnamese youth are
mostly research on online purchases. This means expanding the buying channels of the
target audience, including: Business Website, Digital Channels and E-commerce. With the
goal of focusing only on inquire buying behavior on e-commerce channel, the author will
highlight the psychology of consumers in this trending buying channel.
1.6.2 The significance of the study of the topic
In terms of scientific significance, this study, with its high scientific content
including a solid theoretical foundation, standard survey samples and reliable analytical
results, will become a useful reference source for other researches. future research in the
same area. At the same time, this study also contributes to enriching the research direction
on the cosmetic consumption behavior of young people on the e-commerce floor in
Vietnam, which has few works like today.
In terms of practical significance, this study will determine the factors that affect
the decision to buy cosmetics online of consumers in Hanoi, and at the same time analyze
the exact level of impact of these factors on the decision to buy cosmetics online. buying.
From there, the author will propose measures that cosmetic businesses as well as cosmetic
manufacturers can apply in their business strategies to expand markets, optimize profits
and satisfy customer needs. better than the latent demand of the consumer.
1.7Graduation thesis layout
In addition to the introduction, conclusion, list of tables and images, list of
acronyms, list of references and appendices, the research paper has 5 chapters as follows:
Chapter 1: Overview of the research topic
Chapter 2: Theoretical background and research model proposal
Chapter 3: Research Methods
Chapter 4: Research results
Chapter 5: Conclusions and recommendations
Conclusion Chapter 1

In chapter 1, the author presented the need to conduct research on factors affecting
consumers' decision to buy cosmetics online in Hanoi, derived from the level of market
development, competitive context and the situation of previous studies. Besides, the
content of chapter 1 also includes the questions that the research needs to ask and answer,
the tasks and purposes of the research, as well as the specificresearch objectsand methods.
The author also pointed out the novelty of the topic compared to previous studies, through
which the author hopes to contribute useful suggestions for cosmetic businesses in
Vietnam.

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL
2.1Some related concepts
2.1.1 Cosmetic concept
Since before the advent of a transparent information system and a high degree of
globalization today, cosmetics have been used in many places on all continents in many
different forms thousands of years ago: Egypt used eyeliner and eyeshadow more than
5000 years ago from coal dust and wood; in the Middle East, people have known to extract
perfume since the 10th century; In the West, cosmetics were a favorite commodity among
the nobility.
Currently, cosmetics are produced and consumed popularly around the world and
have become a developed industry with many multinational corporations with revenue up
to billions of USD such as: Estee Lauder, L'Oreal or L'Oreal. Shiseido Group,... Along with
that, many cosmetic interpretation concepts also appear with similar meaning:
According to the FDA (US Food And Drug Administration), cosmetics are defined
as articles that are rubbed, poured, sprinkled, or sprayed on the body for the purpose of
cleaning, beautifying, enhancing attractiveness, or changing appearance. . According to
this definition, cosmetics include products such as skin moisturizers, perfumes, lipsticks,
nail polishes, eye and face makeup preparations, shampoos, curling irons, hair dyes, and
creams. teeth and deodorants, as well as any materials used as an ingredient in cosmetics.
According to the Government of Canada website (Canada.ca), a cosmetic is any substance
used to clean, improve, or alter the appearance, skin, hair, nails, and teeth. cosmetics,
including beauty preparations (makeup cosmetics, perfumes, lotions, nail polishes, dyes)
and other supporting products such as soaps, shampoos, shaving. , roll-ondeodorant,... The
two definitions mentioned above are generally quite similar, but opposite views for the
soap product group. While the Government of Canada lists soap as a cosmetic, the FDA
excludes soap from this list.
In Asia, according to Korea's 1999 Cosmetic Law, cosmetics are substances that
have a mild effect on the human body for the purpose of cleansing, beautifying, increasing
attractiveness, changing appearance or Keep skin and hair in good condition. When

compared with the two current definitions (FDA and Canada.ca), we can see that the
Korean definition in 1999 was quite narrow, focusing on only two parts of the body, skin
and hair. This proves the trend of multi-use and diversification of cosmeticsover time. The
Korean definition also emphasizes the phrase "mild effect" with the connotation that the
cosmetic does not change the basic structure of the body parts that it affects.
In terms of language, both the Oxford Advanced Leaner's Dictionary and Cambridge
Dictionary define cosmetics as used for the body, especially the face, with the aim of
improving appearance.
In Vietnam, according to Circular No. 06/2011/TT-BYT of the Ministry of Health,
a cosmetic product is a substance or preparation used to come in contact with parts of the
human body outside (skin, system, etc.) system of hair, nails, toenails, lips and external
genitalia) or teeth and oral mucosa with the primary purpose of cleaning, perfuming,
changing appearance, appearance, correctingbody odor, protect the body or keep the body
in good condition. This definition is based on and agreed with the ASEAN Cosmetic
Directive (ACD) – the agreement between ASEAN countries on the standards of cosmetics
issued in Singapore in 2008.
Thus, it can be seen that the above definitions are different in terms of words, but they still
indicate the common point: cosmetics are products used for the body to improve
appearance without changing the basic structure of the organs. parts of the body,
completely different from the method of plastic surgery.
Today, thanks to the spread of the Internet, cosmetics can easily appear in online
newspapers and social networks with a dense frequency. Customers are exposed to more
cosmetics on online websites and with the emergence of e-commerce, they can easily shop
online without having to go directly to brick-and-mortar stores. Therefore, e-commerce in
general and online cosmetics business is a trend and will develop even more in the near
future.
2.1.2 Classification of cosmetics
Also according to Circular No. 06/2011/TT-BYT, cosmetics are classified into 21 groups
as follows: (1) Creams, emulsions, milks, gels or oils used on the skin (hands, face,

feet,...)(2) Masks (except) for chemical peel products) (3) Color coating (long, paste,
powder) (4) Makeup powder, after-bath powder, toilet powder, ..(5) Bath soaps,
deodorants, (6) Perfumes, lotions, etc. (7) Products for bathing or washing (salt, soap, oil,
gel, ..)(8) Hair removal products(9) Deodorant and antiperspirant products.(10) Hair
styling products (milk, hairspray, wax)(11) Shaving or aftershave products (creams,
soaps, etc.) room..)(12) Makeup and makeup remover products for face and eyes(13)
Products for lips(14) Products for teeth and mouth care(15) Products for care and
embellishment for nails,
The property of cosmetics is that the effects/effects are not permanent and need to
be used regularly to maintain the effect. Products that permanently modify, restore or
alter bodily functions by immunological, metabolic or pharmacological mechanisms are
not classified as cosmetics. Products that are administered orally, injected, or come into
contact with other parts of the body (eg: mucous membranes of the nasal passages,
internal genitals, etc.) are not classifiedas cosmetics.
Thus, in addition to cosmetic products such as the usual definition, shampoo,
conditioner, perfume, etc. are also understood as cosmetic products according to current
regulations.
2.1.3 Concept of intention to buy
According to Dodds et al., 1991, purchase intention is a measure of the willingness
to buy a product. This is one of the basic pieces of information that marketers use to predict
sales in the near and far future, helping to determine how their strategies influence
consumer buying behavior, from That can make appropriate strategic adjustments to
optimize sales and profits based on the characteristics of customers' purchasing intentions
(Morwitz, 2014). In some cases, purchase intention is also used to measure consumer
demand for a new product through tests of ideas and products (concept test and product
test).
2.1.4 The concept of e-commerce and e-commerce platform
Since the Internet was formed and developed with an increasing number of users,
in addition to the benefits it brings to life, a number of applications of the Internet have

been exploited for commercial purposes. If in traditional commerce, subjects directly
transact with each other, today, the form of transaction becomes indirect through electronic
means connected to the Internet, called e-commerce.E-commerce (E-Commerce) is a form
of buying and selling goods and services through electronic devices such as computers,
telephones, fax machines, televisions... and computer networks (including the Internet).
The 1 form of e-commerce of mankind was born in the 1960s through electronic data
exchange EDI - Electronic Data Interchange based on value-added network services
(VANs). Up to now, E-commerce is recognized as an effective form of business,
According to the World Trade Organization (WTO), “e-commerce includes the
production, advertising, sale and distribution of products that are bought, sold and paid for
on the Internet, but are physically delivered, including delivery products as well as digitized
information through the Internet”.
According to the E-commerce Commission of the Asia-Pacific Economic
Cooperation (APEC) defines: “E-commerce involves commercial transactions for the
exchange of goods and services between groups (individuals) of an electronic character.
preeminent through Internet-based systems.”
According to the European Commission: E-commerce can be broadly defined as the
buying, selling and exchanging of goods or services between businesses, families,
individuals, private organizations by electronictransactions via the Internet or intermediate
computer networks (online communications). The term includes ordering and translating
over a computer network, but payment and final shipping of goods or services can be done
online or manually.
The scope of e-commerce is very wide, covering many areas of business activities
in which the most prominent is online shopping, where consumers buy goods or services
from sellers through the Internet. Sellers create an online store on a web browser, where
they provide all information about products, prices, contact, payment and delivery.
Customers buy products by visiting the seller's website to search, select and make a
purchase decision. This form is quite popular with consumers today because it is very

convenient, they can shop anytime, anywhere on many different devices such as desktop
computers, laptops, tablets and phones. clever.
According to Vietnam's Ministry of Industry and Trade: E-commerce is a form of
commercial activities by electronic methods; is the exchange of commercial information
through electronic means without having to print it in any stage of the transaction process.
So to summarize: E-commerce is the conduct of business in the Internet
environment (online) between groups or individuals through electronic tools, techniques
and technologies. Selling goods in the traditional way is completely possible in the
electronic environment thanks to the programming language that can create tools to help
display products, order, and manage product inventory for customers. an e-commerce
website. Online payments onthese websites can also be made when the website links online
payment systems with banks or websites that support intermediary payment.
Print Article 3 of Decree No. 52/2013/ND-CP on E-commerce: “An e-commerce
trading floor is an e-commerce website that allows traders, organizations and individuals
who are not the owners of the website to have may conduct the whole or a part of the
process of buying and selling goods and services on that website”.
Some typical names represent e-commerce floors in Vietnam such as Shopee,
Lazada, Tiki, Sendo are extremely successful when implementing this form.
2.2Foundation theory
2.2.1 TRA – Theory of Reasoned Action
Built in 1967, The Theory of Rational Action (TRA) is considered as one of the
leading theories in social research. Later, the theory was adjusted and expanded in the 70s
of the 20th century thanks to Ajzen and Fishbein (1975, 1980).
The theory of rational action posits that the intention to perform determines the
behavior. The studies on this relationship done by Steppard et al. (1988), Ajzen and
Fishbein (1975, 1980),… concluded that performance intention is a factor leading to
behavioral performance and tendency behavior direction affects the intention to perform
that behavior. This intention is affected by two factors: personal attitude (Attitude Toward
Behavior - AB) and subjective norm (Subjective Norm).

Personal are measured attitudes through the individual's belief in the product.
Consumers will be interested in attributes that provide the necessary benefits to varying
degrees. If the weights of each attribute can be measured, a prediction closeto the outcome
of consumer choice can be obtained (Ajzen and Fishser (1975 and 1980)).
Subjective norm is the perceived social pressure when deciding to perform or not to
perform a behavior, which is assessed based on: (1) The degree of influence of relevant
people on the purchase of products, brands and services. brand name; (2) The consumer's
motives to follow the wishes of the people involved. The closer the relationship with that
stakeholder and the stronger the attitude of the stakeholder, the more affected consumers'
buying propensity is (Ajzen and Fishser (1975 and 1980)).
However, the new model can only explain conscious behaviors by assuming that
intention is the determining factor for behavior, but it has not mentioned pre-conscious
behaviors, habitual actions or actions. illogical.
Figure 2.1 TRADE Model
Belief in product
attributes
Measuring trust in
product attributes
Belief in influencers
who will think I should
or shouldn't buy the
product
Measuring trust in
product attributes
attitude
Subjective
standards
Behavioral
intention
Behavior
really

Source: Ajzen and Fishbein, 1975, 1980
2.2.2 Theory of Planned Behavior (TPB)
The theory of intended behavior was developed by Ajzen (1991) from the TRA
theory of Ajzen and Fisher (1975). According to TPB, behavior is formedunder the control
of intention. TPB and TRA both demonstrate that intention is derived by attitude and
reference group. The difference between TPB and TRA is the third factor: Behavior
control. The TPB model is summarized in Figure 2.2 below.
The additional factor is the Perceived Behavioral Control (PBC). According to
Ajzen (1985), PBC reflects the ease or difficulty of performing the behavior and whether
the behavior is controlled, restricted or not. Behavioral control factors directly affect the
performance or non-performance of the behavior.
In summary, the theoretical frameworks TRA and TPB have presented relatively
fully the factors affecting human behavior.
Figure 2.1TPB model
Source:Ajzen, 1991
2.2.3 Technology Acceptance Model (TAM)
Technology Acceptance Model TAM (Technology Acceptance Model) was
developed from the TRA model by Fed Davis in 1986, the author presented the factors that
affect users' decisions when they approach a new technology. , used to explain and predict
the adoption and use of a technology. TAM is widely tested and accepted in research on
attitude
Subjective standards
Behavioral control
Behavioral
intention
Real behavior

information technology, is considered a reliable model and has good predictive value. In
which, intention to use has a significant correlationwith use behavior, when intention is an
important factorto use, while other factorsaffect use through intention. intended use (Davis
et al., 1989).
The model includes 5 main variables:
- External variables (exogenous variables): are factors that affect consumers' beliefs
about the acceptance of products or services. These variables come from two sources: the
process of social influence and the process of self-perceptionand collectionof experiences
(Venkatech and Davis, 2000).
- Perceived usefulness: individual systems will increase the efficiency or
productivity of the user in a particular job. Is “the degree to which a person improve that
using a particular system his or her own job performance” (Davis, 1989).
Perceived ease of use: “the ease with which users expect to use the system” (Davis,
1989).
- Attitude towards usage: formed by perceived usefulness and ease of use. Or
“feeling positive or negative about performing the target behavior” (Fishbein & Ajzen,
1975).
- Intention to use: closelyrelated to usage behavior. According to Davis, perceived
usefulness is the determinant of people's use of computers, and perceived ease of use is the
second specific specific of people's use of the system.
In which, perceived usefulness and perceived ease of use are two important factors
in the TAM model used by researchers to study customer behavior in the field of e-
commerce.

Figure 2.2TAM . model
Source: Fed Davis, 1986
2.3Research on issues related to the topic
2.3.1 Factors affecting the intention to buy cosmetics online:(Shirin & Clara (2015) -
Consumers' online purchase intention in cosmetic products)
E-commerce is a growing market, the number of retailersand online shopping habits
of consumers make the market more vibrant and competitive. Therefore, companies must
continuously develop their online operations to retain and attract new customers, create
value for customers and satisfy their industry needs, especially in the cosmetics.
Understanding the buying behavior of consumers and investigating the factors related to
the intention to buy cosmetics online will help businesses win customers. The author has
used the rational action theory model TRA and inherited related research works to come
up with a research model.
Perception of
usefulness
Exogenous
variableS
Perceived ease
of use
Attitude
towards use
Decision
behavior
Use the real
system

Figure 2.3Model of factors affecting the intention to buy cosmetics online
Source: Fed Davis, 1986
The research results show that the variables including trust, risk perception,
shopping enjoyment, website design quality all affect online purchase intention. The three
factors trust, shopping enjoyment and website design quality positively influence online
purchase intention. Independent variable perceived risk factor did not affect intention to
buy cosmetics online.
2.3.2 Factors influencing online shopping behavior - Mediating role of shopping
intention: (Abdullah Osman, Yi Jin Lim, Shahrul Nizam Salahuddin, Abdul
Rahim Romle & Safizal Abdullah (2016). Factors influencing online shopping
behavior. : the mediating Factors influencing role of purchase intention.
Shopping on the Internet is a rapidly growing phenomenon, the tremendous growth
shows that the e-commerce market still has great potential. The popularity of online
shopping has become a trend among modern consumers, while also spurring the investment
interest of retailers. The study determines the relationship between criteria including:
Subjective Norm, Perceived Usefulness, Online Shopping Behavior and the mediating
factor is Intent Purchase (Purchase Intention).
The paper uses TPB model by Ajzen (1991). According to Taylor and Todd (1995),
the modified TPB model has better explanatory power than the homogeneous TPB model
and TRA. Therefore, it is appropriate to modify the TPB model in this study, in order to
Faith
Risk perception
Shopping enjoyment
Quality web design
Intent to buy
cosmetics online

provide more details on the formation of shopping behavior since online shopping was
formed on the technology platform. In order to improve the TPB model proposed by Ajzen
(1991), the theoretical framework of Ajzen (1991) has been modified to suit this study by
adding a variable Perceived Usefulness to it. TPB model. According to Mathieson (1991)
and Taylor and Todd (1995), TPB evaluates and predicts specific models better than TAM
because TAM provides very general information. In addition, according to Legris, Ingham
and Collerette (2003) suggest that TAM only explains about 40% of behavior using the
system. Furthermore, the variable "perceived ease of use" in TAM is no longer suitable to
be included in the model where Internet users have more and more experience, the
influence of the variable "perceived ease of use" on intention to use. The system is reduced
and the factors involved are not consistent. Therefore, a new theoretical framework was
developed as follows: The influence of the variable “perceived ease of use” on the intention
to use the system is reduced and the related factors are not consistent. Therefore, a new
theoretical framework was developed as follows: The influence of the variable “perceived
ease of use” on the intention to use the system is reduced and the related factors are not
consistent. Therefore,
Figure 2.4Model of factors affecting online shopping behavior
Source: Abdullah, Yi, Shahrul, Abdul, & Safizal, 2016
The research resultsshow that the Subjective Criteria and Perceived usefulness have
a positive significance on the intention to purchase (Purchase Intention), but the subjective
norm and Perceived usefulness have no significant influence (no influence on the trend of
Shopping intention
Shopping enjoyment
Quality web design
Intent to buy
cosmetics online

the purchase). negative) to shopping behavior. At the same time, Shopping intention has a
positive effect on online shopping behavior.
2.3.3 Impact of User Generated Content (UGC) for product reviews on online
purchases – Conceptual Framework: (Azlin Zanariah Bahtar & Mazzini Muda
(2016). The impact of user – generated content (UGC). ) on product reviews
towards online purchasing – a conceptual framework)
The objective of this study is to investigate the influence of UGC on consumers'
online purchase intention (Online Purchase Intention), to expand the literature on UGC to
help advertisers and online businesses.
Perceived credibility: Today's online consumers perceive and believe that content
generated by other users is more trustworthy than content provided by merchants (Jonas,
2010).
Research model: Usually, consumers will search for product information before
making a purchase, has been studied by Mir & Rehman (2013), in which researchers have
combined theories including: technology acceptance model TAM, Theory of Rational
Action TRA, Theory of Intended Behavior TPB. With the change and modification, the
researcher has added two new variables to the model, Perceived Risks and Online Purchase
Intention. In the studies of Featherman & Pavlou (2002) and Horst, Kuttschreuter, &
Gutteling (2007), it was found that UGC will help reduce perceived risk, so that the
information generated will help potential buyers Make the right purchase decision.
User Generated
Content -UGC
Awareness
helpful
Awareness
trustworthiness
Awareness
risk
Attitude
towards UGC
Online shopping
intention

Figure 2.5ModelUGC's Impact on Online Purchase
Source: Azlin Zanariah Bahtar & Mazzini Muda, 2016
Table 2.1Summary of research variables in the model
Element description Reference source
Perception of
usefulness
“The extent to which a person does their
using a particular system will improve
own job performance”
Abdulla, Yi Jin Lim,
Shahrul, Abdu, & Safizal,
2016; Azlin, & Mazzini,
2016; Nuno Fortes & Paulo
Rita, 2016.
Perceived ease
of use
“The ease with which users expect to
use the system”
Nuno Fortes & Paulo Rita,
2016; Ken Kin-Kiu Fong &
Stanley Kam Sing Wong,
2015
Risk
perception
Is a consumer's degree of uncertainty
about the outcome of an online purchase
decision
Shirin & Clara ,2015;
Robert Blaise, 2016; Azlin,
& Mazzini, 2016; Nuno
Fortes & Paulo Rita, 2016;
Khan, & Chavan, 2015
Shopping
enjoyment
Feel the joy that comes from the
experience on the website, the level of
activity of the website that the buyer
finds interesting.
Shirin & Clara ,2015
Attitude
towards UGC
A customer's positive attitude towards
content created by others and a good
purchase experience increases their
likelihood of making a purchase.
Azlin, & Mazzini, 2016
Purchase
Intent
Purchase intention is a measure of an
individual's intention to purchase a
Shirin & Clara ,2015;
Robert Blaise, 2016; Azlin,

product in the near future, as is an
individual's willingness to purchase a
certain product or service.
& Mazzini, 2016; Nuno
Fortes & Paulo Rita, 2016;
Source: Author's own compilation
2.4Proposed research model and research hypotheses
2.4.1 Proposing a research model
The objective of this study is to determine the factors that affect the decision to buy
cosmetics online in Hanoi. The author's proposed research model inherits from theoretical
models and previous research works. As follows:
- The author uses the TAM model as the foundation. The factor that directly affects the
online decision the purchase intention, and other factors that affect the purchase decision
through the intention to use Perceived usefulness and E. perceived (Davis et al., 1989).
- The author uses the model of Shirin & Clara (2015) including 4 factors affecting the
decision to buy cosmetics online including: Trust, Risk perception, Shopping enjoyment,
Website design quality. .
- In the research model of Azlin Zanariah Bahtar, & Mazzini Muda (2016), the author used
the Attitude factor towards UGC to include in the proposed research model.
- From the above arguments, the author has come up with a proposed research model
consisting of 5 factors (independent variables) including: Perceived usefulness, Perceived
ease of use, Perceived risk, and enjoyment of shopping. , Attitude towards UGC and
decision to buy cosmetics online are dependent variable.
- The author also adds demographic factors such as: Age, Income level, Occupation into
the research model to find out the difference of demographic factors to the factors in the
model.

Figure 2.6Proposed research model
2.4.2 Research hypotheses
Useful perception
Perceived usefulness: “is the degree to which a person that using the system will
increase their efficiency/productivity for a particular job” (Davis, 1989; Karahanna, 1999;
Muslim et al., 2014). In addition, perceived usefulness is the extent to which consumers
feel a seller's website can bring value and effectiveness when they shop online (Hu et al.,
2009; Lai & Wang, 2012).
In this study, perceived usefulness is understood as the quick, convenient, and easy
factors perceived by online shoppers (Racherla & Friske, 2012), which affect purchase
intention. product leads to a purchase decision. Nuno Fortes and Paulo Rita (2016) have
demonstrated that online shopping intention is positively inspired by perceived usefulness.
The author proposes to include the useful perception factor in the researchmodel to
evaluate whether this factor affects the decision to buy cosmetics online of consumers in
Hanoi and its influence. .
H1: Perceivedusefulness has a positive impact on consumers' decisionto buy
cosmetics online.
Perception of usefulness
Perceived ease of use
Risk perception
Deciding to buy cosmetics
online
Shopping enjoyment
Attitude towards UGC

Perceived ease of use
“The degree to which a person ease to use a particular system without effort”
(David, 1986), or “the degree to which a person ease with which users expect to use the
system” (Ventakesh, 2003). . Ken Kin-Ku Fong & Stanley Kam Sing Wong (2015)
demonstrate that perceived ease of use influences online purchase intention.
Online shopping has only appeared in Vietnam in recent years, although it has
grown strongly, it is still new to some customers. The author proposes to include the
"perceived ease of use" factor in the model to survey customers' feelings during the
shopping process at online websites, therefore its impact on purchasing decisions. goods
are strong or weak.
H2: Perceived ease of use has a positive effect on consumers' decisionto buy
cosmetics online.
Risk perception
Is the degree of consumer uncertainty about the outcome of an online purchase
decision (Featherman & Pavlou, 2002). Or is it the that normally cannot be unless
experience online consumers have prior knowledge to help them not make wrong decisions
(Dai, Forsythe, & Kwon, 2014). Perceived risk is subjective as different individuals will
have different perceptions and experiences. However, the risk can be reduced if online
consumers can understand product information before contemplating a purchase and make
a purchasing decision (Gefen & Straub, 2004).
Online shopping for consumers is a form of risk. Lim (2003) identified four
dimensions of risk perception:
- Risk from the supplier: the supplier will not distribute the product and unlikely use
the consumer's personal information
- Technology risks: slow login and access to product information, search problems
or poor information security
- Consumer risk: consumers suffer losses due to social pressure such as negative
opinions from family, friends or colleagues about products when shopping online.

Product risk: damage when the buyer receives the product stemming from the lack
of information available on the website, poor product quality, defective product or not up
to their expectations.
Studies on perceived risk in online purchases have been built based on TPB and
TAM, the results show that risk perception has a negative effect on online purchasing
attitudes (Crespo, Bosque and Sánchez, 2009; Glover and Benbasat, 2011; Teo and Liu,
2007 ), online purchase intention (Crespo et al., 2009; Li, Sarathy & Xu, 2011;Liao et al.,
2011) and online purchasing behavior online (Diev et al., 2006; Park, Lee and Ahn, 2004).
Risk is inevitably in the online shopping process. For the newly developed e-
commerce market like in Vietnam, the inclusion of the "risk perception" factor in the
research model is really necessary to assess the degree of strong or weak influence on the
decision. consumers buy cosmetics online.
H3: Perceived risk negatively affects consumers' decision to buy online.
Shopping enjoyment
Online shopping enjoyment is perceived pleasure derived from the experience on
the website, the level of website activity that find interesting (Ingham et al., 2015) get
pleasure from shopping and spend time searching for products (Seock & Bailey, 2008).
The feeling of enjoyment consumers when visiting the website can increase the purchase
intention of consumers with interesting shopping features, which is very important for
businesses to realize the importance of creating customer satisfaction. shopping for their
website (Im & Ha, 2011). Wang et al. (2013) also agree with this and argue that enjoyable
experience can influence consumers' intention to purchase online. To attract customers and
create a valuable website experience, businesses should add entertaining features to their
websites, such as creating communities that link customers together, sharing information
and buying experiences. shopping toencourage online purchases (Seockand Bailey, 2008).
According to Kim et al. (2007), some products need more detailed description, so 3D
virtual models are used to increase the experience to promote the shopping decision
process.

Shopping for the majority of women is a hobby and a pleasure, a sales website that
makes buyers feel interesting will help them easily make purchasing decisions. Therefore,
the factor "shopping enjoyment" needs to be measured to the extent that it affects the
decision to buy cosmetics online, in order to determine whether this is the strongest
influencing factor or not.
H4: Shopping enjoyment has a positive impact on consumers' decisionto buy
cosmetics online.
Attitude towards UGC
Social media is a community that connects people around the globe through sites
like Friendster, MySpace, YouTube, Facebook, Instagram and Twitter. Nowadays, social
networking is very familiar and has become a daily habit of consumers from entertainment,
connecting with friends, watching news to shopping, so online retailers have begun to
operate their business. Social network business because of its friendliness and easy to
follow. Shoppers also prefer to buy on social networking sites because of the simple, less
cumbersome interface and easy reading of feedback from other buyers. Before deciding to
shop online, customers oftenrefer to information provided by other users (Thoumrungroje,
2014). User-Generated Content (UGC) feedback or content (UGC) is formed by previous
shoppers sharing their online buying experience, allow potential shoppers to refer to and
follow track. Online shoppers believe that users do not only rate a product's good points,
but also speak negativity.
User-Generated Content (UGC): also known as electronic word of mouth
(Electronic Word-Of-Mouth, eWOM) works like popular word of mouth (Manap &
Adzharudin, 2013). ) and in that it is created on the Internet and shared through online
media. Producer-Generated Content (PGC) when hiring celebritiesto advertise the benefits
of a product (Verhellen, Dens, and Pelsmacker, 2013) has been turned away by consumers
(Hassan) , Nadzim, and Shiratuddin, 2015)because they trust the UGC more than the PGC.
Potential trust UGC content because they are created based on other consumers'
experiences related to brands and products, reliable and genuinely useful (Buttle, 1998;
Mir and Rehman, 2013; Jonas, 2010; Verhellen, Dens, and Pelsmacker, 2013), does not

contain any commercial interest (Mir and Rehman, 2013) . Therefore, online shoppers rely
on content created by other shoppers to help them make purchasing decisions (Bae & Lee,
2011). This is a factor that influences online shoppers by providing information from
others, influencing and attitudes leading to product purchases (Heijden, Verhagen and
Creemers, 2003;Horst, Kuttschreuter, and Gutteling, 2007;Kim & Song, 2010; Muslim et
al., 2014). does not contain any commercial interest (Mir and Rehman, 2013). Therefore,
online shoppers rely on content created by other shoppers to help them make purchasing
decisions (Bae & Lee, 2011). This is a factor that influences online shoppers by providing
information from others, influencing and attitudes leading to product purchases (Heijden,
Verhagen and Creemers, 2003; Horst, Kuttschreuter, and Gutteling, 2007; Kim & Song,
2010; Muslim et al., 2014). does not contain any commercial interest (Mir and Rehman,
2013). Therefore, online shoppers rely on content created by other shoppers to help them
make purchasing decisions (Bae & Lee, 2011). This is a factor that influences online
shoppers by providing information from others, influencing and attitudes leading to
product purchases (Heijden, Verhagen and Creemers, 2003; Horst, Kuttschreuter, and
Gutteling, 2007; Kim & Song, 2010; Muslim et al., 2014). and Gutteling, 2007; Kim &
Song, 2010; Muslim et al., 2014). and Gutteling, 2007; Kim & Song, 2010; Muslim et al.,
2014).
The positive attitude of the customer will lead to the purchase decision, and the
customer's buying attitude also rapidly changes according to behavior, motivation,
reference group, satisfaction/dissatisfaction, sales environment, purchasing perspective,
product innovation, and technological innovation (Li and Zhang , 2002; Laforet and Li,
2005; Jun and Jaafar, 2011). A customer's positive attitude towards content created by
others and a good purchase experience increases their likelihood of making a purchase.
Today's consumers often visit social networking sites to find product information and
customer feedback before making a decision purchase because they depend on UGC -
content created by others, especially Instagram (Brown et al., 2003, Horst et al., 2007;
Harris, 2012 ; Racherla & Friske, 2012). This is because previous buyers often have
product experience that will help potential customers make purchasing decisions.

Consumers often buy an item after they have read the full information and convinced by
the previous buyer. (Horst et al., 2007).
Attitude towards UGC is a completely new factor, suitable for the development of
e-commerce in Vietnam in general and the cosmetics industry in particular. Therefore, the
author proposes to include this factor in his research to measure and evaluate its influence
on consumers' decision to buy cosmetics online in Hanoi.
H5: Attitude towards UGC has a positiveimpact on consumers' decisiontobuy
cosmetics online.
Deciding to buy cosmetics
The decision to purchase cosmetics online is the behavior of an individual to
purchase a product in the near future, as an individual's willingness to purchase a certain
product or service (Kuo & Wu, 2012). The purchasing decisionis often useful by a number
of factors ranging from the enjoyment of the product, the ease of accessing the website to
the enjoyment of shopping (Yu, 2012). In e-commerce, purchasing decisions are also
derived by the design of the website and the image on the online store (Dedeke, 2016;
Verhagen & van Dolen, 2009). It has been proven that an attractive and interesting website
reduces the impact of poor content, quality and usability on the website (Nilashi, Ibrahim,
Mirabi, Ebrahimi, & Zare, 2015).
Demographic factors:
Besides testing the hypotheses, the author also testedthe difference of demographic
factors including Age, Income, Occupation to the decision to buy cosmetics online.
CHAPTER 2 SUMMARY
Chapter 2 introduces and defines e-commerce and briefly introduces the characteristics of
the cosmetic industry. To build a research model, the author learns related theoretical
models such as TRA, TPB, TAM as well as domestic and foreign studies. Based on these
research model theories, the author gives a proposed research model for the topic. The
model includes seven factorsthat influence customers' online cosmetic purchase decisions:
Perceived usefulness, perceived ease of use, perceived risk, shopping enjoyment and
attitude towards UGC.

CHAPTER 3: RESEARCH METHODS
On the basis of the research objectives, research objects and scope mentioned in
the overview, the theoretical basis in Chapter 1 and the proposed research model in
Chapter 2. In Chapter 3, the author presents the methodology. research, build
questionnaires with complete scales to collect and analyze data for official research.
3.1. Research design:
The research was carried out through two steps: preliminary research and formal
research:
Preliminary researchis carried out, starting by defining the problem to be studied,
followed by building a suitable researchmodel, based on the theories in the past, and at the
same time making hypotheses about the relationships between these concepts. concepts
mentioned in the model. From there, the scale for the factors in the model is built based on
related studies, and at the same time, the content is evaluated and adjusted accordingly.
After that, the experimental questionnaire was set up to collect experimental data of the
study, the author conducted direct interviews with 15 customers who had bought cosmetics
online in Hanoi, combined with discussion to get the results. adjustments and supplements
of observed variables to suit the actual conditions in Vietnam,
Formal Researchwas carried out using a quantitative research method. After
adjusting the variable and obtaining the official questionnaire, the author conducted a
survey of 230 samples with the form of an indirect survey via the Internet. After cleaning
the data, obtained 205 satisfactorysamples, the author conducts analysis using the analysis
support software SPSS 20.0. In which, the scale is evaluated for reliability through
Cronch's Alpha coefficient, standard scales continue to be included in EFA exploratory
factor analysis, Pearsoncorrelationcoefficientanalysis, regressionanalysis and finally The
same is the t-test and ANOVA.
3.1.1. Brief description of the researchprocess
Step 1: Theoretical background
Step 2: Build a research model

Based on the reference models in Chapter 2: Theoretical basis, the author will build a
research model.
Step 3: Design the scale
Step 3.1: Refer to the scale: The author refers to the scale from the model
"theoretical basis" chapter and previous related research articles to the factors affecting the
purchase intention of consumers. From there, the author will select the appropriate
observed variables, make corrections according to the characteristics of the object and the
scope of the study.
Step 3.2: Build a preliminary scale: After referring to previous research papers,
combined with appropriate additions and adjustments, the author synthesizes observed
variables used to measure the factors in the model. model to build the preliminary scale of
the study.
Step 3.3: Adjusting the scale: After designing the preliminary scale, the author
conducts qualitative research (in-depth interviews with a small sample of only 15 people)
to find out inappropriate variables that need to be eliminated. which variables need to be
adjusted to make it easier to understand for survey participants or what observed variables
need to be added.
Step 3.4: Build the official scale: Summarize all the observed variables used to
measure the model's factors (after the qualitative research process) to complete the official
scale table.
Step 4: Formal research:
Step 4.1. Build a survey table
Step 4.2. Sampling method: random convenient sampling method, the subjects are
consumers in Hanoi city.
Step 4.3. Determination of sample size: the author decided to send 230 samples
directly via the Internet to collect research data, the results obtained 205 satisfactory
samples.
Step 5. Data processing:
Step 5.1. Clean obtained data, encrypt and import data into Excel

Step 5.2. Descriptive analysis: Performdescriptive analysis and statisticsto find out
the characteristics of the research sample.
Step 5.3. Cronbach's Alpha test: to determine the reliability of the scale, eliminating
inappropriate observed variables.
Step 5.4. EFA exploratory factor analysis: to remove the observed variables that are
not significant and group the observed variables into a specific factor.
Step 5.5. Pearson correlation coefficient analysis: check the correlation between
independent and dependent variables and between independent variables.
Step 5.6. Multiple linear regression analysis: Determine the relationships between
the independent and dependent variables and test the research hypotheses.
Step 5.7. T-test and ANOVA to determine how differences in demographic
characteristics affect the dependent variable.
3.1.2. Research flow chart
After the above detailed presentation, the research process is shown in the form of
a figure as follows:
Diagram 3.1. Research flow chart

3.1.3. Building a scale
Inheriting from previous studies and adjusting during the research process, the
author has built a formal scale consisting of 5 independent variables with 23 observed
variables, 1 dependent variable with 3 observed variables. Accordingly, all observed
variables will be measured using the Likert scale with 5 levels in ascending order from
"Strongly disagree" to "Strongly agree", specifically as follows:
1 = Totally disagree
2 = Disagree
3 = Normal
4 = Agree
5 = Totally agree
Theoretical basis Descriptive analysis
Research models
Reference scale
Preliminary scale
Adjust the scale
Official scale
Analysis of
Cronbach's Alpha
Analysis of EFA
Complete scale
Research results
Formal
Research

The reason for choosing this scale with the number of level 5, which is an odd
number, is to ensure neutrality and objectivity in the process of responding to the survey
of the respondents when there is always a choice. selected is called the midpoint,
specifically in the author's research it is at level 3. In addition, the 5-point scale used in the
study is also because of its widespread popularity, as a basis for ease of use. easily
compared with results from other studies using the same scale. The author does not
advocate using a 7-level scale because of its complexity and purpose of use to serve more
in-depth studies. compared to a 5-point scale.
Thus, based on previous studies, the author has selectedand adjusted the observed
variables to suit the research conditions in Hanoi city, thereby synthesizing into the
proposed scale presented below. this:
3.1.3.1. Scale of perceived usefulness
Perceived usefulness is the quick, convenient, and easy factors perceived by online
shoppers. Based on the UTAUT Model, Venkatesh et al. (2003), the author proposes to use
the following variables:
Table 3.1Scale of perceived usefulness
STT Official scale Encoding Reference source
1 I save time when buying cosmetics at e-
commerce platforms
SHI1 Model UTAUT,
Venkatesh et al
(2003)
2 I save money when buying cosmetics at e-
commerce platforms
SHI2
3 I can buy cosmetics on e-commerce platforms
anywhere
SHI3
4 I know more products and services when I buy
cosmetics on the e-commerce platform
SHI4
5 I can buy any desired cosmetics on e-
commerce platforms
SHI5

Source: Compiled by the author
3.1.3.2. Easy-to-use Perception Scale
Perceived ease of use is the ease with which consumers expect to make purchases on online
websites. Based on the UTAUT Model, Venkatesh et al (2003) and the study of Privacy
concerns and online purchasing behavior (Nuno Fortes, & Paulo Rita, 2016). The author
suggests using variables:
Table 3.2Easy-to-use Perception Scale
1 I can buy cosmetics at e-commerce platforms
easily
DSD1 UTAUT, Venkatesh
et al (2003)
2 I find it quite simple to find cosmetic
information on e-commerce platforms
DSD2
3 I feel the features on e-commerce platforms
are easy to use
DSD3
4 I feel that the buying process on e-commerce
platforms is very simple, clear and easy to
understand
DSD4
3.1.3.3. Scale of Risk Perception
Perceived risk is a consumer's belief about an uncertain outcome when making an
online purchase decision. Based on the study Factors affecting the intention to buy
cosmetics online (Shirin & Clara, 2015). The author proposes to divide the risk perception
scale into two: perceived risks related to online transactions and perceived risks related to
products.
Table 3.3Scale of Risk Perception

1 I am concerned that my personal information
will be stolen during transactions at e-
commerce platforms
RR1 Shirin & Clara
(2015)
2 I feel unsafe when transacting at e-commerce
platforms (suppliers do not deliver, trading
floors do not submit orders, ...)
RR2
3 I feel that the process of placing an order,
processing an order and delivering it takes a
long time
RR3
4 I am concerned that cosmetics will not be
suitable for me when I use them (skin
irritation, rashes, etc.) because I cannot try
them out when shopping online at e-commerce
platforms.
RR4
5 I am concerned that the actual product
received is fake, shoddy, defective, or not
what I expected.
RR5
3.1.3.4. Scale of shopping enjoyment
Shopping enjoyment refers to the pleasure that consumers have when experiencing
and buying cosmetics at online websites, the degree to which users find it enjoyable while
using online websites. Based on the study Factors affecting the intention to buy cosmetics
online (Shirin & Clara, 2015). The author suggests using variables:
Table 3.4Scale of shopping enjoyment

1 I feel more like buying cosmetics at e-
commerce platforms than buying directly at
the store
TTMS1 UTAUT, Venkatesh
et al (2003)
2 I enjoy surfing and searching for product
information on e-commerce platforms
TTMS2
3 I have many interesting experiences in the
process of shopping for cosmetics on e-
commerce platforms
TTMS3
4 I feel happy and relieve stress when shopping
on e-commerce platforms
TTMS4
3.1.3.5. Scale of Attitudes towards UGC
A customer's positive attitude towards content created by others and a good
purchase experience increase their likelihood of making a purchase. Based on the Impact
of User Generated Content (UGC) study on product evaluation on online purchases by
Azlin Zanariah Bahtar, & Mazzini Muda (2016). The author suggests using variables:
Table 3.5Scale of Attitudes towards UGC
1 I find the reviews and feedback of previous
customers about the product to be quite a
useful source of reference information
UGC1 Azlin Zanariah
Bahtar, & Mazzini
Muda (2016)
2 I often visit different e-commerce platforms
to consult cosmetic information and customer
feedback before deciding to buy.
UGC2
3 I can make a buying decision quickly thanks
to the good reviews and feedback on the
product
UGC3

4 I will hesitate or decide not to purchase if
there are any bad product reviews and
feedback
UGC4
5 I will decide to buy, after reading the
complete information and feeling convinced
by the previous buyer
UGC5
3.1.3.6. Scale of online cosmetic purchase decision
The purchase decision is the buying behavior of the consumer. Inheriting classic
models including TAM, TPB, and UTAUT Models. Also refer to the study The factors
affecting the intention to buy cosmetics online by Shirin & Clara (2015), The competitive
advantage of M-Commerce, the factors affecting the intention to buy online on the
platform. mobile platform (Robert Blaise, 2016). The author suggested variables:
Table 3.6. Scale of Intent to Buy Cosmetics
1 I will buy cosmetics online on e-commerce
platforms when I intend
DP1 Azlin Zanariah
Bahtar, & Mazzini
Muda (2016)
2 I will buy cosmetics from e-commerce
platforms in the near future (next 3 months)
DP2
3 I will recommend to my friends to buy
cosmetics online through e-commerce
platforms
DP3
3.2.Data collection sources and methods
3.2.1. Questionnaire design
The questionnaire consists of four main parts:

Introduction: Includes an introduction to the purpose and significance of the
interview, along with an invitation to participate in the questionnaire. Definitions of
cosmetic products are also included in this section to help participants better understand.
Part 1 (Filter questions): includes 4 brief questions with the main purpose offiltering
out the appropriate survey subjects, which can provide the most objective data source.
Part 2 (Main content): Includes questions designed according to the proposed model
and previously studied scales. Respondents will tick the answer that best matches their
level of agreement with each statement. The questionnaire applies a 5-point Likert scale
with level 1 expressing the opinion "Strongly disagree" to level 5 "Strongly agree".
Section 3 (Personal Information): Respondents will provide basic personal
information in this sectionto help with statisticsand to clarify key information if necessary.
3.2.2. Test survey
After completing the questionnaire, the author conducted a trial survey of 15
customers who had bought cosmetics online in Hanoi. During the test survey, there were 4
customers who said that cosmetics only include skin care and makeup products. However,
when listed products that also belong to the cosmetic group such as perfumes, deodorants,
shampoos, shaving gels,..., respondents easily understood the concept and identified it
more easily. . Therefore, the author has simply adjusted the concept and added examples
of cosmetic products to the conceptual explanation in the questionnaire.
Besides, with the feedback from the respondents, the author has adjusted the words
in each scale to better suit the Vietnamese language in order to help the respondents grasp
the statements easily and quickly. than. No fear scale was excluded from the study after
the pilot survey.
Along with that, the author found that the special feature of consumers when buying
products on e-commerce platforms lies in the fact that: "Consumers know the cosmetic
products they are going to buy, and then choose the online store. E-commerce is a way of
transforming consumption.” This means that, the elements of Brand, Ingredients, ... of
cosmetic products do not have too much meaning when they make the intention to buy on
these exchanges. But the factors and characteristics of the floor, is one of the factors that

directly affect their buying intention, which reinforces the accuracy and objectivity of the
factors that the author gives in this article. research article.
3.2.3. Methods for determining sample size and selecting samples
In the study, the author uses convenience sampling method - non-probability.
Accordingly, survey takers will approach the research subjects they can easily access in
the most convenient way (Nguyen Dinh Tho and Nguyen Thi Mai Trang, 2009). The
advantage of this method is that it saves time and money for the researcher in the process
of approaching the research object. However, the disadvantage is that the error cannot be
determined when taking the survey sample. Accordingly, the sample size oftendepends on
the estimation methods and there are many different opinions.
For exploratory factor analysis EFA, Hair, Anderson, Babin and Back (2010) stated the
condition that the minimum sample size must be 5 times larger than the total number of
observed variables in the study. The scale in the author's research paper has a total of 26
observed variables, so the minimum sample size must be n = 26 * 5 = 130 samples. In
addition, for multivariate regression analysis, Tabachnick and Fidell (2012), after
aggregating previous studies, calculated the minimum suitable sample size as: n = 50 +
8*m (where m) is the number of independent variables). This study has 6 independent
variables, so the minimum sample size should be n = 50 + 8*5 = 90 samples.
From the above theoretical studies on sample size, the expected sample size with
200 samples and 5 independent variables is appropriate.
3.2.4. Methods of data collection and sampling
The study uses the convenience-random sampling method to collect the number of
online survey images by sending questionnaires to the cosmetic consumer communities,
specifically as follows. The author designed the questionnaire through the google form
application and sent it to relevant groups and communities on the social network Facebook
for young consumers in those groups and communities to conduct surveys. Groups and
communities include: Beautiful Lemongrass, Cosmetics Consumer Community. The
income period is from April 1, 2022 to April 8, 2022.

After collecting 230 survey samples, the author conducted a selectionand obtained
205 satisfactory samples. Excluded samples include incomplete survey forms, illogical
information, filled in rows, or people who are not in the target group.
3.3. Data Analysis Methods
3.3.1. Check the reliability of the scale through the reliability coefficient Cronbach's
Alpha
This method allows to eliminate “unsuitable variables and limit junk variables in
the researchprocessand assess the reliability ofthe scale by Cronbach's Alpha coefficient.”
Using the method of reliability coefficient Cronbach's Alpha before exploratory factor
analysis (EFA) to remove inappropriate variables because these variables can create
pseudo-factors Nguyen Dinh Tho (2011).
Cronbach's Alpha analysis aims to check the reliability of the scale and to eliminate
inappropriate variables used to measure each element of learner satisfaction on the online
training system. Variables with correlationcoefficient< 0.3 will be removed from the scale
and will not appear in the factor analysis step.
The scale with Cronbach's Alpha coefficient in the range 0.7 to 0.8 is a scale with
good reliability, from 0.6 and above is an acceptable scale in terms ofreliability (Nunnaally
& Bemstein, 1994). cited by Nguyen Dinh Tho, 2014). In this study, the scale chosen has
the reliability Cronbach's Alpha≥ 0.7. The variables with the total correlation coefficient
less than 0.3, the variable does not meet the requirements.
3.3.2. EFA . exploratory factor analysis
After evaluating the reliability of Cronbach's Alpha and removing the variables that
are not reliable enough. Next, exploratory factor analysis (EFA) was conducted to collect
the observed variables into the main factors used for the next analysis steps.
KMO (Kaiser-Meyer-Olkin) index: is an index used to consider the appropriateness
of factor analysis. A large KMO value (between 0.5 and 1) is a sufficient condition for
factor analysis to be appropriate. If the KMO index is less than 0.5, the factor analysis is
likely to be inappropriate with the data (Hoang Trong & Chu Nguyen Mong Ngoc, 2008).

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