| Abstract: |
Consumer purchases are largely shaped by their assessment of a product's
benefits, drawbacks, and emotional aspects. Psychological and marketing
research suggests that emotions influence customers at various points in the
buying process. This research seeks to identify the factors that may affect
consumer emotions when buying luxury cosmetics. To examine the different
facets of customer emotions, a qualitative study was carried out through
in-depth semi-structured interviews with 23 users of high-end cosmetics and
health products in Telegram groups. This study revealed various emotional
dimensions and identified factors that trigger emotions in the target market.
The subsequent phase involved determining the variables that influence
customer emotions, based on collective agreement. This phase included a panel
of 15 experts in marketing, psychology, luxury cosmetics import businesses on
digital platforms, and managers of online luxury cosmetics and hygiene groups.
Using a three-step consensus approach, the experts identified and evaluated 36
factors influencing customer emotions based on their importance and perceived
impact. These factors were then grouped into three categories: personal
variables, group and product variables, and contextual variables. |