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The Consumer-s shopping behavior model on Sephora Omnichannel
Noneng Nurjanah, Mokh Adib Sultan, Ratih Hurriyati

Universitas Pendidikan Indonesia


Abstract: The purpose of this research is to develop a model which describes the factors that affect the consumer-s shopping behavior on Sephora omnichannel. The Factors influencing consumers behavior are identified through understanding about the influence of performance expectancy, effort expectancy, social influence, hedonic motivation, and habit on shopping intention in the Sephora retail omnichannel distribution channel. Research model testing was conducted using the approach of Partial least Square (PLS) with sample data obtained based through online survey of 150 respondents who had been shopping on Sephora online channel ( or offline channel (sephora store). The results of the research will predict a positive relationship between performance expectancy and shopping intention, a positive relationship of effort expectancy by shopping intention, a positive relationship between social influence with shopping intention, a positive relationship between hedonic motivation with shopping intention, a positive relationship between habit with shopping intention, and a positive relationships between Sephora shoping intention with use channel on shopping.

Keywords: Performanace Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Habit

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Noneng Nurjanah)

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