Özet:

Purpose – The goal of capturing their ideal selves affects every step that individuals will take throughout their lives. This aim has made cosmetic product usage a necessity for modern people. For this reason, cosmetic products have a crucial role in transforming consumers into the person they want to be. The research provides data that supports this role of individuals in the process of reaching the ideal self. Today, the cosmetic product industry has reached gigantic dimensions, and it shows that it will continue to progress day by day. It is vital to understand the behavior of the target audience of the sector, which displays such dynamic growth. The purpose of this study is to determine the barriers experienced by individuals who have the intention to purchase cosmetic products online. Design/methodology/approach – This study aims to determine the barriers experienced by individuals who have the intention to purchase cosmetic products online. The main body of the research consists of individuals who want to buy cosmetic products online. Data were collected through an online questionnaire shared on social media using the convenience sampling method. A total of 466 questionnaires obtained in this way were evaluated. During the analysis process, path analysis was performed to test the research hypotheses. Findings – When the research results are examined, with the effect of perceived enjoyment and perceived price, the tradition barrier, one of the factors of resistance to innovation, emerges as the main factor affecting the intention to purchase cosmetic products. Discussion – The image barrier does not directly affect the purchase intention. However, a meaningful causality relationship occurs between the image barrier and the purchase intention when the mediating effect of the perceived price comes into play. At the same time, the mediating effect of perceived price also causes a causal relationship between the value barrier and purchase intention. The tradition barrier factor influences purchase intention directly and with the mediating effect of perceived enjoyment. The mediating effect of perceived enjoyment in product presentation causes an increase in consumers' purchase intention. The research results provide recommendations for academics and professionals in the cosmetic industry.

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