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Lowering consumers’ perceived risk of shopping color cosmetics online

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Resumo:This paper aims to to analyze how to lower the consumers’ perceived risk of shopping color cosmetics online by focusing on product presentation and its visual and informational aspect. Interviews were conducted and research on established concepts in online consumer shopping behavior was performed. A comparison between cosmetics- and fashion retailers’ sites was performed as well as some additional research on new technologies. Finally, suggestions of how to update the way of presenting color cosmetics online were found. There are several new tools available to help consumers shopping color cosmetics online, not to mention other practical nontechnical solutions.
Autores principais:Baykal, Derya
Assunto:Color cosmetics Product presentation Perceived risk Online shoping
Ano:2017
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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