Beyond Net Effects: Examining Configurational Pathways Associated with Cosmetic Repurchase Intention Through Online Platforms Using the Fuzzy Delphi Method, SEM, and fsQCA

Information from the abstract

Online cosmetic purchasing has expanded rapidly, yet understanding what sustains consumers’ intention to repurchase through online platforms remains challenging because continued purchasing reflects multiple product-related, marketing-related, experiential, and communication-related conditions. To examine these relationships, this research integrates the Fuzzy Delphi Method (FDM), Structural Equation Modeling (SEM), and fuzzy-set Qualitative Comparative Analysis (fsQCA). An exploratory sequential mixed-methods design incorporated expert evaluation and a quantitative survey. In the expert-evaluation phase, 21 experts assessed the appropriateness and applicability of 38 measurement items using FDM, and all items satisfied the predetermined consensus criteria. The quantitative phase analyzed 736 valid responses from Thai consumers with prior experience purchasing cosmetics through online platforms. SEM results showed positive associations of Loyalty, Consumer Satisfaction, and electronic word-of-mouth with Repurchase Intention through Online Platforms (RI), with Loyalty exhibiting the largest standardized coefficient among the direct relationships. The fsQCA identified four sufficient configurations associated with high RI, with a solution consistency of 0.951 and solution coverage of 0.688, while no individual condition met the conventional necessity threshold. The configurational results demonstrate equifinality, indicating that high RI can be associated with different combinations of product-related, marketing-related, experiential, communication-related, and relational conditions. These findings extend prior research that has predominantly emphasized isolated net-effect relationships by showing how multiple conditions may operate jointly in explaining cosmetics repurchase intention through online platforms.

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Related topics: Consumer Behavior and Marketing Influence · Consumer Perception and Purchasing Behavior · Customer Service Quality and Loyalty