What influences Intention to Buy Cosmetic Products through Online Commerce: a Bibliometric Analysis

This Bibliometric Analysis aims to explore a comprehensive understanding of customers’ purchase intention towards cosmetic products on e-commerce platforms. In the rapidly evolving digital economy context, e-commerce platforms have become vital channels for customers to purchase cosmetic products online. Through the Bibliometric Analysis approach, we identify and analyze various studies conducted in this domain. This research highlights the factors that influence customers’ purchase intention, including platform trust, customer reviews, user recommendations, pricing and promotional offers, product quality, and brand perception. Platform trust and a good reputation play a significant role in shaping customers’ purchase intentions. Customer reviews and user recommendations also influence customers’ perception of product quality and platform reliability. Price and promotional offers also have a significant impact on customers’ purchase intention. Product quality and brand perception are also important considerations for customers in making purchasing decisions. In addition to these findings, this study also identifies several research gaps that need to be addressed in the future. Environmental factors, customer segmentation, brand perception on e-commerce platforms, customer engagement, and comparisons between e-commerce platforms are some areas that require further research. By understanding the factors influencing customers’ purchase intention on e-commerce platforms, stakeholders in the cosmetic and e-commerce industries can develop more effective marketing strategies. This research provides valuable contributions to industry practitioners in understanding customer purchasing behavior and maintaining competitiveness in an increasingly competitive market.