Cosmetic Product: A Study of Malaysian Women Shoppers in Cyberspace

Online business had become a trend in this century and marketers have started to shift their business from brick-and-mortar to click-and-mortar or even click only setting. As online purchasing grows, it is important to understand factors influencing consumers' intention to purchase online. This study will explore factors affecting women shopper shopping purchase intention, specifically for cosmetic product purchase in the cyberspace. This study consist of four independent variables which are trust, attitude, brand awareness and consumer online purchase experiences. 250 set of questionnaires were distributed to collect the primary data from female respondents who are internet savvy and with online purchase experiences. The date was then analyze by using the correlation and multiple regression analysis. A surprising result shows that brand awareness does not have significant relationship with purchase intention while the other variables have a significant relationship with purchase intention. Lastly, recommendations and implications of finding have been discussed based on the finding.