Structural Equation Modeling of Factors Influencing Online Purchase Intention for Beauty Products among Women in Western Uttar Pradesh

The digital transformation of retail has significantly reshaped consumer behavior, particularly in the beauty and personal care segment. This study investigates the factors influencing women’s online purchase intentions for beauty products in Western Uttar Pradesh using Structural Equation Modeling (SEM). Primary data were collected from 420 female respondents through a structured questionnaire covering constructs such as perceived quality, trust, convenience, price consciousness, social influence, and brand image. The findings reveal that trust, perceived quality, and social influence are the most significant determinants of online purchase intention. The study contributes to the growing body of e-commerce literature by offering empirical insights into gender-specific digital shopping behavior in semi-urban India.