Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran

This paper provides an in-depth analysis of the key effective factors in selecting purchasing channels for cosmetic products. The purpose of this research is to investigate customer perceptions of cosmetics shopping. By synthesizing insights from prior research, this research develops a conceptual model by integrating innovations diffusion theory and theory of perceived risk to apply in preference to online shopping. 435 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling (PLS-SEM) method. The results show that online channels are the most popular purchasing channels for cosmetics and clarify the most significant factors that lead to cosmetic online shopping

Exploring digital transformation and technological innovation in emerging markets

This research aims to fill the research gaps regarding customer preferences for digitalization to create value for retailers and customers, as well as focus on retail change and shopping behaviour in grocery retail stores in the emerging market. This paper contributes to the research in this area by evaluating customers’ and retailers’ attitudes toward digital transformation in retailing through interviews. Methodologically, 200 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling method. Findings: The findings of this study reveal that the effect of digital transformation in the retail industry will be more apparent in an emerging market. Originality: The paper’s originality consists in understanding the future retail structure in an emerging market. Notably, focusing on business-to-consumer businesses appears helpful in distinguishing between behavioural (buying) intention and online buying behaviour (actual usage) in an emerging marke