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Lowering consumers’ perceived risk of shopping color cosmetics online
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Resumo(s)
This paper aims to to analyze how to lower the consumers’ perceived risk of shopping color
cosmetics online by focusing on product presentation and its visual and informational aspect.
Interviews were conducted and research on established concepts in online consumer shopping
behavior was performed. A comparison between cosmetics- and fashion retailers’ sites was
performed as well as some additional research on new technologies. Finally, suggestions of how
to update the way of presenting color cosmetics online were found. There are several new tools
available to help consumers shopping color cosmetics online, not to mention other practical nontechnical
solutions.
Descrição
Palavras-chave
Color cosmetics Product presentation Perceived risk Online shoping