The impact on repurchase intention of cosmetic via Facebook in Songkhla province

Abstract

The main aim of this study is to apply technology acceptance model in investigating the prepurchase intention of cosmetic products through Facebook. This study therefore examined the impact of perceived usefulness, perceived ease of use, and perceived risk on the repurchase intention of cosmetic product through Facebook. Quantitative research method with questionnaire adopted from previous studies was used. A total of 239 respondents who have purchased cosmetic product via Facebook at least once have responded to the online survey. In order to answer the research questions generated in the study, both descriptive and inferential statistical analysis were conducted. Multiple linear regression analysis was used to analyze the impact of perceived usefulness, perceived ease of use, and perceived risk on repurchase intention. The result revealed that perceived usefulness and perceived ease of use both have positive impact on the intention to repurchase cosmetic product through Facebook. However, the perceived risk has no impact on the intention to repurchase cosmetic through Facebook. Thus, the perceived risk inherent in purchasing online does not prevent customers from repeat purchase. The practical implication of this study is useful for the vendors who sell cosmetic product through Facebook.