Every girl can be treated as a princess! An investigation of young Chinese female consumers’ cosmetics consumption – the impact of eWoM

Meng Shan Wu, Cheng-Hao Steve Chen, Stacey Li

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

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    Abstract

    With the rise of the digital technology and social medias, electronic word of mouth(eWoM) has become very influential in the process of consumer decision making, i.e. information sharing, exchanging product knowledge, sharing individuals’ experience, and communicating purposes. The advantages of adopting eWoM over traditional WoM are listed as follows, information accuracy, easy access to the information, convenience and real-time interactions. It is interesting to see how eWoM influence cosmetics consumers’ purchasing intentions and product preferences in China. Besides changing infrastructure, online shopping has also been viewed as a trendy lifestyle in Mainland China. The online transaction value of Chinese cosmetics retailing is growing at 5% annually over the past decade (Morgan Stanely, 2016). Furthermore, more than 86% of female Chinese consumers rely heavily on eWoM (online reviews) when it comes to the choice of brands, new product launch promotion and new cosmetics trends…etc. (Nielsen, 2014).

    In order to understand the impact of eWoM on Chinese female consumers’ buying decision in cosmetics industry. We employed the information adoption model to investigate the Chinese female consumers’ online shopping behaviour and decision-making process. Our findings provide insights of showing how online reviews can influence consumer decision making in cosmetics purchase behaviour in a positive way to achieve their desired goals. The study provides useful recommendations for industry practitioners on how to utilise our research findings to achieve greater success when building eWoM for cosmetics businesses.
    Original languageEnglish
    Title of host publicationThe 29th International Competition for Cosmetic, Hairdressing, and Nail Painting Techniques of 2017
    Place of PublicationKaohsiung, Taiwan
    PublisherThe Technological Research Association of Professional Cosmetology and Hairdressing
    Pages79-90
    Number of pages12
    ISBN (Print)978-986-95525-1-6
    Publication statusPublished - 1 Jan 2018
    EventThe 29th International Competition for Cosmetic, Hairdressing, and Nail Painting Techniques of 2017 - Cheng Shiu University, Kaohsiung , Taiwan, Province of China
    Duration: 16 Dec 201716 Dec 2017

    Conference

    ConferenceThe 29th International Competition for Cosmetic, Hairdressing, and Nail Painting Techniques of 2017
    Country/TerritoryTaiwan, Province of China
    CityKaohsiung
    Period16/12/1716/12/17

    Keywords

    • electronic word of mouth
    • consumer behaviour
    • cosmetics products
    • Information Adoption Model

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