Structural Equation Modeling of Factors Influencing Online Purchase Intention for Beauty Products among Women in Western Uttar Pradesh

Abstract

 In this Research paper will discuss about the how consumer responding on digital transformation in specially beauties product as well personal care. The approach of this study is the structural equation modeling (SEM) method, which is used to study the factors influencing the purchase intention of cosmetic items among women in Western UP in online environment. Primary data was collected from 420 female respondents using a systematic questionnaire and the concepts such as perceived quality, trust, convenience, price consciousness, social impact and brand image were used. The findings indicate that the factors that have the greatest influence on online purchase intention are perceived quality, trust and social influence. The research offers empirical findings about the gender specific digital purchase behavior in semi-urban India, which helps in enriching the growing body of e-commerce research.