The number of brands expanding sales online is rapidly growing. Due to the feeling of uncertainty and risk that the intangibility of the online offer creates among consumers, a comprehensive explanation of consumer behavior requires an understanding of the need to replace the sensory experience on the Internet, which appears to be an important factor in the selection of cosmetic products. Studies in online shopping indicate that trust plays an important role in purchasing decisions by directly and indirectly affecting the purchasing intent of the consumer and constituting one of the important factors for reducing the perceived risk of the purchase itself, but the link between trust and the online sensory experience in the cosmetic industry has not yet been studied. The thesis therefore puts in the forefront the influence of the brand trust and trust in independent sources of information regarding the cosmetic product on the perceived need for a sensory experience of the cosmetic product while purchasing it online. The theoretical part of the thesis focuses on the review of relevant contributions to the topic of trust and sensory experience, with an emphasis on the inviolability of the online sales environment, while the empirical one contains own quantitative research on a sample of 540 units. The survey showed that among consumers who do not buy cosmetics on the Internet, lack of sensory experience is an important factor in the lack of procurement and that brand trust can affect the need for a sensory experience of a cosmetic product when buying online.
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