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This study aims to investigate the effect of social media features and national culture on online purchasing behaviour of luxury beauty products. The objective of this research is to explore the impacts of the social media’ dimensions (connectedness, openness, speed, accessibility, and participation) and national culture (measured through collectivism and uncertainty avoidance) on online purchasing behaviour. A research model was proposed and empirically tested through a quantitative methodology. A total of 280 responses were collected from Saudi women who are purchasers of luxury beauty products. The data were analysed through PLS-SEM method. The findings indicate that social media through their different dimensions is a crucial driver of online purchasing behaviour of luxury beauty products. However, national culture was found to have no influence on customer purchasing behaviour. The findings provide useful insights and appropriate online purchase behaviour guidelines for social commerce practitioners regarding luxury beauty products to increase visibility on the e-marketplace.

Study of determinants of online purchasing behaviour: experience of Saudi women regarding luxury beauty products on social media