Mediating Effect of Social Media on the Consumer Buying Behavior of Cosmetic Products

摘要

Social media are increasingly influencing and changing the way consumers behave, and how they make the decision to buy the cosmetics online via Facebook, Instagram, WhatsApp, and telegrams. The importance of cosmetics has increased, as many people want to stay young and look attractive. Therefore, the purpose of this study was to investigate the mediating effect of social media on the consumer behavior and intention to purchase the cosmetic product in Brunei Darussalam based on Theory of planned behavior (TPB). Consumer behavior is determined by the individual's intention to perform the behavior, intention is determined by attitudes toward the behavior, which are informed by beliefs needed to engage in the behavior; subjective norm, the social pressures to perform or not to perform the behavior and perceived behavioral control refers to people's perceptions of their ability to perform a given behavior. The study adopted a descriptive research design in form of cross-sectional and survey in nature. A sample size of one hundred and eighty-seven (187) respondents drawn from Brunei Muara district of Brunei Darussalam. Stratified random sampling was used as all the respondents were drawn from different levels or strata within the district. Structured questionnaires were used for data collection with help of Personal Research Assistant as they were easy to administer and cheap in terms of cost and time by hand delivery. Data was collected and analyzed by use of Structural Equation Modelling - Smart Partial Least Square SEM - PLS. The reliability, content validity, discriminant validity and convergent validity are determined from the measurement model while structural model assessment, was done to test the significance of path coefficients for hypothesis testing of direct and indirect relationships. The results of the findings revealed that there is a strong significant positive impact on attitude, subjective norm and perceived behavioral control on consumer intention/buying behavior to purchase cosmetic products. Also, the social media has a significant positive mediating effect on consumer behavior and intention to purchase the cosmetic product in Brunei Darussalam. The conclusion of the findings was that the cosmetic products quality, price, friends, and acquaintances are important factors that will change the consumer behavior unexpectedly. Based on the findings, the results stated that the consumer buying behavior on cosmetic products through social media can be predicted by attitude, subjective norm and perceived behavioral control. The study made a recommendation and suggestion for future research.