The relationship between interest and attitude towards online sales promotion, and impulsive buying for cosmetics among Chinese generation Z consumers

Abstract

The objectives of this study are as follows: to explore interest in online sales promotion, attitude towards online sales promotion, and impulsive buying behavior for cosmetic consumption among Chinese Generation Z, and to investigate the relationship among these three variables. The research samples of this research were 250 Chinese male and female Generation Z, aged between 18 and 26 years old, who have purchased cosmetics in the past three months and currently residing in China. The results illustrated that respondents had a positive opinion on interest in online sales promotion for cosmetics (M = 3.57), with discount promotion receiving the highest score (M = 3.90) and free shipping receiving the lowest overall score (M = 3.20). Moreover, the respondents had a positive attitude towards online sales promotion for cosmetics (M = 4.40) and were likely to buy cosmetics on impulse but not blindly (M = 2.76). Regarding the relationship among the variables, the result of the study demonstrated that the total interest in online sales promotion is positively related with impulsive buying behavior (r = 0.226), while among the eight types of online promotions, sweepstakes had the highest relationship with impulsive behavior (r = 0.322). Also, the attitude towards online sales promotion is positively related with impulsive buying behavior (r = 0.156).