An Evaluation and Analysis of Perceived Online Service Quality Dimensions Impacts on Online Purchasing Behavior of Luxury Cosmetic Products by Women

Customers’ perception of service quality can affect their behavioral intentions. However, despite its great importance, there is little agreement and consensus about how to evaluate the quality of online services. The present study has sought to investigate and analyze the impact of dimensions of online service quality on women’s online buying behavior concerning luxury cosmetics. It has been designed and conducted based on nature in two methods: qualitative-exploratory and quantitative-survey. The statistical population in the qualitative stage was composed of twenty-three active and experienced customers of Telegram groups of luxury cosmetics. The content analysis method was employed to analyze the qualitative data. In the quantitative stage, the conceptual model of the research was examined. The statistical population of this stage has been the customers of Telegram online groups of luxury cosmetics. The sample size was 385. The qualitative stage data were analyzed and then classified and encoded in the form of dimensions of the perceived online service quality involving group quality, transaction-related service quality, and interaction quality. Quantitative stage findings showed that the dimensions of perceived online service quality have a significant effect on customers’ online purchase intention and impulsive buying.