Study of determinants of online purchasing behaviour: experience of Saudi women regarding luxury beauty products on social media

Slim Hadoussa (), Amina Amari and Fakher Jaoua
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Slim Hadoussa: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris], ESCE, International Business School, OMNES Education Research Center, ESCE, International Business School - ESCE
Amina Amari: Al-Imam Muhammad Ibn Saud Islamic University

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Abstract: This study aims to investigate the effect of social media features and national culture on online purchasing behaviour of luxury beauty products. The objective of this research is to explore the impacts of the social media' dimensions (connectedness, openness, speed, accessibility, and participation) and national culture (measured through collectivism and uncertainty avoidance) on online purchasing behaviour. A research model was proposed and empirically tested through a quantitative methodology. A total of 280 responses were collected from Saudi women who are purchasers of luxury beauty products. The data were analysed through PLS-SEM method. The findings indicate that social media through their different dimensions is a crucial driver of online purchasing behaviour of luxury beauty products. However, national culture was found to have no influence on customer purchasing behaviour. The findings provide useful insights and appropriate online purchase behaviour guidelines for social commerce practitioners regarding luxury beauty products to increase visibility on the e-marketplace.

Date: 2022-08-18
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Published in Journal of Decision Systems, 2022, 32 (2), pp.513-534. ⟨10.1080/12460125.2022.2104625⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05602525

DOI: 10.1080/12460125.2022.2104625

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