The relationship between consumers' beliefs about Sephora Thailand’s website, attitudes, and online purchase intentions

Abstract

The objective of this research was to explores consumers’ beliefs about Sephora Thailand’s website, consumers’ attitudes toward Sephora, and online purchase intentions. In addition, this research also examined the relationship between these variables. The quantitative method was used through online survey in this study. The questionnaire was distributed to collect data through the online beauty community. There were 200 respondents who aged between 18 to 44 years old which is the primary target of Sephora. They have visited and purchased products from Sephora Thailand’s website at least one time in the past three months.

The results depicted that the respondents had a good belief about Sephora Thailand’s website (M = 4.36). They perceived that Sephora Thailand’s website was useful and easy to use. The respondents also had a positive attitude towards Sephora (M = 4.07) and also had high intention to purchase products from Sephora Thailand’s website (M = 4.45). Furthermore, there was a positive relationship between beliefs about Sephora Thailand’s website and attitudes towards Sephora (r = 0.30). The results also showed a positive relationship between attitudes towards Sephora and online purchase intentions (r = 0.30).