| Abstract [eng] |
85 pages, 18 tables, 5 figures, and 150 references. The primary aim of this master’s thesis is to determine how the attractiveness factors of beauty product websites operating in the e-space influence consumers’ intentions to purchase beauty products. The master’s thesis consists of five main sections. The first three sections focus on the analysis of scientific literature, the fourth section covers the research methodology, and the fifth section presents the empirical research. Following these main sections, research conclusions and recommendations are provided. The literature review examines the origin, concept, and benefits of the attractiveness of beauty product websites operating in the e-space. It also reviews the factors of website attractiveness and the intentions to purchase and repurchase in the beauty product market, highlighting their relationship with website attractiveness. Ajzen's (1991) theoretical model was chosen as the basis for creating the theoretical framework of the thesis to identify the influence of attractiveness factors of beauty product websites on consumers' repurchase intentions. The study was conducted to determine how the attractiveness factors of beauty product websites operating in the e-space - design, assortment, security, and reliability affect consumers' intentions to repurchase beauty products. For the study, a questionnaire survey was designed, based on scientifically recognized scales, to analyze the factors of website attractiveness and consumer behavior. A sample of 276 respondents was planned to ensure the reliability of the study. Qualitative data analysis was performed using the SPSS (Statistical Package for Social Sciences) program. The study revealed that the attractiveness factors of beauty product websites operating in the e-space - design, assortment, security, and reliability by significantly impacting consumer satisfaction and trust in the beauty product website, also influence their intention to repurchase beauty products. |
