Short answer

To increase online cosmetic sales, design and market products and platforms that acknowledge and mitigate traditional buying habits, clearly communicate value, and enhance the perceived enjoyment of the online shopping experience.

Field: Innovation & Markets
Source: Journal of Business Research - Turk (2022)
Method: Quantitative research using path analysis.
Sample: 466 participants
Evidence: Strong effect

Consumers' resistance to adopting new online purchasing methods for cosmetics is primarily driven by traditional buying habits and concerns about price, with enjoyment playing a mediating role. This innovation & markets research insight is drawn from a 2022 study published in Journal of Business Research - Turk. Using Quantitative research using path analysis. with 466 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: To increase online cosmetic sales, design and market products and platforms that acknowledge and mitigate traditional buying habits, clearly communicate value, and enhance the perceived enjoyment of the online shopping experience.

Study

Innovation & MarketsHigh ImpactStrong effect

Tradition and perceived price significantly impede online cosmetic purchase intentions.

Consumers' resistance to adopting new online purchasing methods for cosmetics is primarily driven by traditional buying habits and concerns about price, with enjoyment playing a mediating role.

Journal of Business Research - Turk · 2022

Key Findings

01The 'tradition barrier' is the main factor affecting the intention to purchase cosmetic products online, mediated by perceived enjoyment and perceived price.
02The 'image barrier' does not directly affect purchase intention but becomes significant when mediated by perceived price.
03The 'value barrier' also shows a causal relationship with purchase intention through the mediation of perceived price.

Application

Design takeaway

How to apply

When designing an online store for cosmetics, consider features that mimic in-store experiences (e.g., virtual try-ons, detailed product descriptions, customer reviews) and offer transparent pricing and value-added services to overcome traditional barriers.

Project actions

01When researching new product adoption, consider how existing habits and perceived costs influence user behaviour.
02Investigate how emotional factors like enjoyment can be leveraged to encourage the adoption of new technologies or purchasing methods.

Method & Evidence

AimWhat are the primary barriers preventing consumers from intending to purchase cosmetic products online, and how do perceived price and enjoyment mediate these barriers?

MethodQuantitative research using path analysis.

ProcedureAn online questionnaire was distributed via social media to collect data on consumers' intentions to purchase cosmetic products online, their resistance to innovation, perceived price, and perceived enjoyment. Path analysis was used to test the relationships between these variables.

Sample466 participants

ContextOnline retail of cosmetic products.

Variables

IV["Tradition barrier","Image barrier","Value barrier"]

DVIntention to purchase cosmetic products online

CV["Perceived price","Perceived enjoyment"]

Strengths & Limitations

Strengths

+Utilizes path analysis to explore complex mediating relationships.
+Addresses a relevant and growing market segment (online cosmetics).

Limitations

Convenience sampling can lead to biased results. The study's focus on cosmetics might not apply to all product categories.

Reliability & validity

The study's reliability and validity would depend on the psychometric properties of the questionnaire used and the robustness of the path analysis model. Further validation could involve replication with different samples or methodologies.

Think critically

How might the 'tradition barrier' differ across different age demographics or cultural contexts when it comes to purchasing cosmetics online?

Design Principles

"Innovations in product purchasing channels must address user inertia and perceived risks by demonstrating clear benefits and familiar touchpoints."

Understanding these barriers is crucial for businesses in the rapidly growing online cosmetics market. Addressing perceived price and traditional buying preferences can unlock significant market potential and improve customer adoption rates for digital sales channels.

What This Means for Your Design

People don't buy cosmetics online as much because they're used to shopping in stores and are unsure about the price. Making online shopping more fun and showing them it's good value can help them decide to buy.

How to use in your project

1.Use this research to justify investigating user resistance to a new design or technology, particularly if it involves a shift from traditional methods.
2.Incorporate findings on perceived price and enjoyment when evaluating user adoption challenges in your design project.

Add to My Project

Quick Cite

Paragraph starter

This study by Yildiz and Demir (2022) found that 'tradition barriers' and 'perceived price' are significant obstacles to online purchase intentions for cosmetic products, mediated by 'perceived enjoyment.' This suggests that design interventions aimed at increasing online adoption must actively address users' ingrained habits and concerns about value, while also enhancing the overall positive experience of the digital platform.

Source

Journal of Business Research - Turk

nnovation Resistance Barriers to Online Purchase Intention: The Mediating Role of Perceived Price and Perceived Enjoyment

journal · 2022

View source

Questions About This Research

What does the research say about tradition and perceived price significantly impede online cosmetic purchase intentions?: To increase online cosmetic sales, design and market products and platforms that acknowledge and mitigate traditional buying habits, clearly communicate value, and enhance the perceived enjoyment of the online shopping experience. Evidence: Journal of Business Research - Turk (2022).
Why does "Tradition and perceived price significantly impede online cosmetic purchase intentions." matter for design?: Understanding these barriers is crucial for businesses in the rapidly growing online cosmetics market. Addressing perceived price and traditional buying preferences can unlock significant market potential and improve customer adoption rates for digital sales channels.
How can designers apply this research?: To increase online cosmetic sales, design and market products and platforms that acknowledge and mitigate traditional buying habits, clearly communicate value, and enhance the perceived enjoyment of the online shopping experience.
What were the main findings?: The 'tradition barrier' is the main factor affecting the intention to purchase cosmetic products online, mediated by perceived enjoyment and perceived price.. The 'image barrier' does not directly affect purchase intention but becomes significant when mediated by perceived price.. The 'value barrier' also shows a causal relationship with purchase intention through the mediation of perceived price.
What research method was used?: Quantitative research using path analysis. with 466 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2022 journal from Journal of Business Research - Turk.
What should I do differently in my next project?: When designing an online store for cosmetics, consider features that mimic in-store experiences (e.g., virtual try-ons, detailed product descriptions, customer reviews) and offer transparent pricing and value-added services to overcome traditional barriers.
What are the limitations?: The study used convenience sampling, which may limit the generalizability of the findings. The focus was specifically on cosmetic products.