Abstract

The paper purposes of examining the determinants affecting the purchasing intention of Korean cosmetics by e-commerce through building a research model. Survey data was gathered from 231 consumers living in Ho Chi Minh City, Vietnam. Some indicators examined the reliability and validity of the variables through Adanco software. The analysis outcomes of PLS-SEM determined that the purchasing intention of Korean cosmetics by e-commerce had directly and undirectly relationships with some factors in this model. We built a new model with nine hypotheses: four unsupported and five supported hypotheses.