The influence of CSR, social media marketing and store environment on customer purchase intention of cosmetic products

Abstract

Today's world of intense competition and shifting business practices has led to a huge increase in both client demand and retailer power. For producers to survive and prosper, a long-lasting relationship with consumers is essential. The cosmetics industry in China has experienced remarkable growth in recent years. After the US, the nation ranked as the second-largest cosmetics market globally in 2020. Therefore, the goal of this study is to look into the variables that influence Chinese customers' intentions to purchase cosmetics products in relation to CSR, social media marketing and store environment. Primary data was collected using questionnaires from 220 consumers from multiple cosmetics department stores located in Otto Retail Store in Chengdu, China. The findings derived from the Pearson Correlation Coefficients demonstrate a statistically significant positive association between three variables: CSR, social media marketing and store environment on customer’s purchase intention of cosmetic products at Otto Retail Store, Chengdu, China. The results demonstrate a statistically significant and positive relationship between all three factors on customer’s purchase intention of cosmetic products and are highly significant at 1% level. Store environment has the highest correlation with customer’s purchase intention of cosmetic products (r=0.610, p<0.01), followed by social media marketing (r=0.567, p<0.01) and CSR (r=0.532, p<0.01). Results of regression analysis have been used to test all the hypothesis to ascertain the extent of relationship with the variables that measures factors affecting customer’s purchase intention. All the three independent variables showed significant positive relationship with customer’s purchase intention with p<0.005.