The Impact of Brand Perception and Customer Satisfaction on Online Buying Behavior for Cosmetic Products: An Empirical Study of Female Consumers in Gujarat

Abstract

This study explores the online cosmetic purchasing behavior of female consumers in Gujarat, India, focusing on the relationships among brand perception, customer satisfaction, brand trust, and online purchasing behavior. Existing literature has explored these factors individually, but little research has been conducted on how customer satisfaction mediates the impact of brand perception on online buying behavior and how brand trust moderates the effect of customer satisfaction. This study, using a correlational design and quantitative approach, collected data from 390 female consumers across diverse demographic groups using a structured questionnaire. The conceptual model under study comprises five main constructs: brand perception, customer satisfaction, brand trust, online platform trust, and purchasing behavior on the Internet. Data were analyzed through the use of Structural Equation Modeling (SEM) in ascertaining the direct, indirect, and moderating effects between the variables. This would reveal that the two influences of brand perception and trust in online platforms significantly determine online purchasing behavior, where customer satisfaction mediates both aspects. In fact, this study showed that customer satisfaction also moderated the effect of brand trust on purchase behavior. This research study suggests that businesses need to focus on building great brand images, trust building online, and improving customer satisfaction to influence consumer behavior, increase purchase intentions, and drive sustained growth in the online cosmetic market.