IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxviiy2024ispecialbp826-847.html
   My bibliography  Save this article

Determinants of Choosing an Online Cosmetics Store: An Eye-Tracking Study on the Impact of Website Aesthetics on Purchase Decisions

Author

Listed:
  • Adrianna Mateja
  • Patryk Wlekly

Abstract

Purpose: This study investigates key factors influencing consumer decisions when selecting online cosmetics stores, focusing on the impact of website aesthetics and user experience (UX). It examines how visual and functional website elements affect purchasing behavior through an eye-tracking study across three cosmetics websites, combining quantitative eye-tracking data with qualitative user feedback. Design/Methodology/Approach: The research confirmed that visually appealing, intuitively designed websites significantly influence consumer purchasing decisions in the online cosmetics sector. Participants preferred sites with harmonious colors, clear layouts, and easy navigation. Light-colored designs with well-structured product displays were more engaging compared to darker, more elegant layouts that sometimes-hindered navigation. Metrics such as time spent on pages and fixation points indicated a strong link between ease of finding information and purchase intent. Websites featuring high-quality images and clear product comparisons were rated higher, emphasizing the importance of visual clarity in fostering consumer trust. Findings: Key recommendations for online cosmetics retailers include using light, aesthetically pleasing color schemes, clear navigation elements, and high-resolution product images. Intuitive features like personalized suggestions and simplified payment and delivery options should also be prioritized. Regular usability testing, including eye-tracking, can help businesses adapt their designs to evolving consumer preferences, improving conversion rates and customer satisfaction. Practical implications: This study contributes to e-commerce research by examining the intersection of website aesthetics and consumer behavior in the cosmetics industry. By using eye-tracking technology, it provides valuable insights into how design elements influence purchasing decisions, offering actionable guidance for businesses seeking to align their digital strategies with consumer expectations and enhance the overall user experience. Originality value:

Suggested Citation

  • Adrianna Mateja & Patryk Wlekly, 2024. "Determinants of Choosing an Online Cosmetics Store: An Eye-Tracking Study on the Impact of Website Aesthetics on Purchase Decisions," European Research Studies Journal, European Research Studies Journal, vol. 0(Special B), pages 826-847.
    • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:specialb:p:826-847
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3678/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zhu, Zhuo-Yue & Xie, Hong-Ming & Chen, Liang, 2023. "ICT industry innovation: Knowledge structure and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    2. Pragya Srivastava & Dakuri Ramakanth & Konala Akhila & Kirtiraj K. Gaikwad, 2022. "Package design as a branding tool in the cosmetic industry: consumers’ perception vs. reality," SN Business & Economics, Springer, vol. 2(6), pages 1-38, June.
    3. Son, Youngdoo & Kim, Wonjoon, 2023. "Development of methodology for classification of user experience (UX) in online customer review," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chang, Tsung-Sheng & Hsieh, Yao-Chian, 2024. "Applying the analytic hierarchy process for investigating key indicators of responsible innovation in the Taiwan software service industry," Technology in Society, Elsevier, vol. 78(C).
    2. Sung, Kiseo & Park, Kyu-Tae & Lee, Hakyeon, 2024. "Landscaping the digital twin technology: Patent-based networks and technology reference model," Technological Forecasting and Social Change, Elsevier, vol. 206(C).
    3. Mogaji, Emmanuel & Nguyen, Nguyen Phong, 2024. "Evaluating the emergence of contactless digital payment technology for transportation," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    4. Zhao, Xiangqi & Huang, Zhe, 2024. "A method for exploring consumer satisfaction factors using online reviews: A study on anti-cold drugs," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    5. Yan Sun & Rachel Wang & Huifeng Bai & Georgina Whyatt & Tesalia Tamara Ohandi, 2024. "Perceived values of luxury fashion brands—evidence from Indonesian Millennials," SN Business & Economics, Springer, vol. 4(12), pages 1-15, December.
    6. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Samad, Sarminah & Alrizq, Mesfer & Alyami, Sultan & Alghamdi, Abdullah, 2023. "Analysis of customers' satisfaction with baby products: The moderating role of brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    7. Shashank, Salabh & Behera, Rajat Kumar, 2024. "Factors influencing recommendations for women's clothing satisfaction: A latent dirichlet allocation approach using online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    8. Valentine, Soumtang Bime & Itchoko Motande, Mondjeli Mwa Ndjokou & Salim Ahmed, Vessah Mbouombouo, 2024. "Revisiting natural resources and economic complexity nexus: Does financial development matter in developing countries?," Resources Policy, Elsevier, vol. 93(C).
    9. Zhao, Lu & Zhang, Mingli & Tu, Jianbo & Li, Jialing & Zhang, Yan, 2023. "Can users embed their user experience in user-generated images? Evidence from JD.com," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Maysam Shafiee Roodposhti & Hamideh Mojtahed Soleimani & Mohammad Zand & Mohammadali Sharafian, 2025. "Designing brand performance evaluation model in an online business," SN Business & Economics, Springer, vol. 5(1), pages 1-37, January.
    11. Wu, Pei-Ju, 2024. "The vulnerability and resilience of service quality management in food supply chains: Lessons from unstructured data on food-safety cases," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    12. Fanjul, Ana P. & Herrera, Liliana & Munoz-Doyague, Maria F., 2023. "Fostering rural entrepreneurship: An ex-post analysis for Spanish municipalities," Technological Forecasting and Social Change, Elsevier, vol. 197(C).

    More about this item

    Keywords

    E-commerce; beauty industry; user experience; usability of the online store; online marketing; consumer purchasing decisions.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxvii:y:2024:i:specialb:p:826-847. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.