Online Consumer Behavior on the Beauty Market

The international environment is rapidly changing under the influence of consumers and technology, the study of consumer behavior in the online context has attracted the researchers’ attention. The main works, as a rule, generalize the behavior of consumers, not identifying specific categories of products. Understanding the purchase decision-making process allows marketers to collect more knowledge about their customers. In addition, this can serve as the basis for creating optimal marketing strategies at target audience. The main studies of online consumer behavior are divided into two types, comparing behavior in different environments (online and offline) and consumer experience in general. The aim of the paper is to analyze online consumer behavior by applying Theory of Planned Behavior model to online beauty market As a result, a model based on the Theory of Planned Behavior was developed, in addition, factors that influence consumer behavior in the cosmetics market were identified within the framework of the work. Data were collected using an online survey, the analysis was conducted using structural equation modeling and descriptive statistics. The analysis showed that the attitude of buying cosmetics on the Internet and the attitude towards using online stores affect the intention to make a purchase on the Internet. Key words: Consumer behavior, Theory of Planned Behavior, online, beauty market.