Effects on Customer’s Reliability, Utilization and Purchase Intention of Using Actual Situation of Cosmetic’s Internet Shopping Mall

Abstract

This study was studied to analyze significant difference of reliability of online information, utilization of internet shopping mall and cosmetic’s purchase intention of customer according to general characteristics or actual situation of usage of internet shopping mall. The 416 survey were analyzed using the statistical package (SPSS WIN 21.0). As the results, women was 73.6%, 30 age was 42.5%, final education of university was 74.8% and official worker was 32.6%. Subjects using internet of ≥5 hours per day was 22.8% and subjects showing using frequency of 1-3 times per day in cosmetic’s internet shopping mall were 37.3%. In analysis on reliability of online information, utilization of internet shopping mall and cosmetic’s purchase intention of customer according to general characteristics, reliability of online information didn’t significant difference with general characteristics but the utilization of internet shopping mall and cosmetic’s purchase intention of customer showed significant difference with general characteristics exhibiting high utilization of internet shopping mall of ≤20 age (p<0.05 and p<0.01). In analysis on reliability of online information, utilization of internet shopping mall and cosmetic’s purchase intention of customer according to actual situation of usage of internet shopping mall, reliability of online information showed significant difference with cosmetic’s purchasing price through internet during month (p<0.05). Also, utilization of internet shopping mall according to actual situation of usage of internet shopping mall showed significant difference with searching prequency and cosmetic’s purchasing rate through internet among the total cosmetic’s purchasing price. Finally, cosmetic’s purchase intention of customer according to actual situation of usage of internet shopping mall showed significant difference with internet usage per day, searching frequency of internet shopping mall, purchasing price and purchasing rate through internet shopping mall (p<0.05, p<0.01 and p<0.001). Therefore, these results will be apply cosmetic’s marketing plan.