Impulse Cosmetic Purchase;Its relation to word-of-mouth and

product involvement

SupervisorProf. Ali Hajiha, PhD

By: Hooman Hamidi Aval

Problem Statement

What is the role of word- of-mouth and product

involvement on impulse buying in cosmetic market?”

Research Model

Word-of-mouth

Impulse Buying

tendency

Product Involvement

Impulse Cosmetic Purchase

H1

H2

H3

H4

H5

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Innovative Aspects

Investigating word of mouth and product involvement, and

their effects on impulse buying behavior simultaneously.

It’s the first time that a study about impulse buying

behavior in cosmetics product has been done in Dubai.

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Objectives

The main objective in this research is investigating the

relation between model components.

The secondary objective is measuring the impact of

variables on each other.

Operationalisation of Concepts

Type of Research

from the viewpoint of application is applied research;

from the viewpoint of objectives is correlational research;

and from the viewpoint of inquiry mode is quantitative

research.

Study Population

The populations of this research are people who came to Dubai

mall to buy cosmetic products from Paris Gallery.

Research Methodology

The collection tool of data is questionnaire. The designed

questionnaire includes 4 concepts with 16 items by using five-

point Likert scale.

Random Sampling procedure was done in two pre-test and

main test.

The pre-test part was done distributing 40 questionnaires

among the people came to mall to buy cosmetics.

In main test about 400 questionnaires were distributed among

people of which 200 questionnaires were worth analyzing.

Product Involvement

Items

I usually have one or more cosmetic products of the leading brands.

An important part of my life and activities is using cosmetics smartly.

I am interested in shopping at cosmetics specialty stores rather than at

department stores for my cosmetic needs.

I usually buy cosmetics for fashion, not beauty, if I must choose between

two.

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Word of Mouth

Items

I seek advice from family, friends’ and neighbors.

I regard family and friends as a good source of information.

I can think of at least two people who have told me about a cosmetic

product.

If I have little experience with a product, I ask others.

I trust the info I receive from family and friends.

I frequently gather information from family and friends.

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Impulse Buying Tendency

Items

When shopping, I often experience sudden urges to buy a product.

When shopping, I often buy a product that I do not need for

immediate use.

When shopping, I often buy a product that I had no prior plan to buy.

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Impulse Buying Behavior

Items

I buy cosmetic products with a new brand if I see it.

I buy to try out a perfume with a new promotion.

I like to buy new cosmetic products that have just come out.

Validity

In order to determine the validity of the questionnaires,

face validity and experts' opinions as well as customers'

opinions who had already answered the questions in the

pre-test were used.

Reliability

The reliability of all instruments was assessed by

the Cronbach’α reliability coefficient and

Confirmatory factor analysis was used.

Cronbach’α Reliability Coefficient

variables Cronbach’α Reliability Coefficient

Product involvement 0.802

Word-of-mouth 0.789

Impulse buying tendency 0.795

Impulse purchase 0.804

The whole questionnaire 0.795

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Confirmatory Factor Analysis in Latent Exogenous Variables

variable index mean Factor loading AVE CR Alpha

Product

Involvement

PI1 3.2063 0.75 0.59 0.761 0.754

PI2 2.8531 0.86

PI3 3.5031 0.60

PI4 2.9906 0.80

Word of Mouth WOM1 2.8937 0.67 0.54 0.780 0.779

WOM2 2.7000 0.68

WOM3 2.8281 0.77

WOM4 3.0812 0.71

WOM5 2.9062 0.78

WOM6 2.9031 0.80

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Confirmatory Factor Analysis in Latent Endogenous Variables

variable index mean Factor loading AVE CR Alpha

Impulse Buying

Tendency

IBT1 2.9469 0.73 0.52 0.840 0.838

IBT2 2.8219 0.72

IBT3 3.1063 0.67

Impulse Purchase IP1 2.6875 0.64 0.58 0.875 0.874

IP2 2.8594 0.69

IP3 2.6781 0.93

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Pearson`s Correlation Coefficient

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Model in the Standard Estimate Coefficients

GFI = 0.91AGFI = 0.87

NFI = 0.95

Research Hypotheses

Research hypotheses Significance

Level

Level of

Effect

Rejected or

Accepted

The effect of product involvement on buying tendency 1.78 0.13 Rejected

The effect of product involvement on impulse buying 1.71 0.11 Rejected

The effect of word of mouth on buying tendency 5.56 0.43 Accepted

The effect of word of mouth on impulse buying 5.4 0.39 Accepted

The effect of buying tendency on impulse buying 2.81 0.21 Accepted

Further Explorations & Suggestions

A specific cosmetic brand

Different shopping centers or retailers

Online shopping

Specific cultures

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Once again, I’d like to appreciate Dr. Hajiha’s invaluable remarks and support all

through the writing of the thesis.

Thank you all for your patience