Factors Effecting Purchase Intention Using Coverpage Image on Cosmetic E-Commerce Website: A Case Study of Thai Female Customers

Abstract

In this study, we focus on image that presents product on main page and factors that will effect consumer's purchase intention from the website user interface by focusing on cosmetic website. Factors that we consider toward factor purchase intention are aesthetic response, enjoyment, perceived value, perceived usefulness and perceived ease of use. We also study how different types of image influence the consumer from the main homepage of e-commerce website by considers three types of image representing that are mostly be found in cosmetics websites. The participants, in this study, are students and working people. We apply the regression analysis to explore the factors and the conjoint analysis to compare consumer's satisfaction toward types of image. The result after analysis shows that these proposed factors yielded interesting result which leads to a better understandable of users toward main homepage image on e-commerce website.