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This study investigated the factors influencing consumer repurchase intentions of beauty and haircare products on e-commerce platforms in South Africa. With the growing trend of online shopping, understanding the determinants of repurchase intention became essential for businesses looking to retain customers. The purpose of the study was to explore how various factors such as brand trust, security risk perception, ease of use, customer readiness, and loyalty impact consumer repurchase behaviour. A quantitative research design was employed, using an online questionnaire to collect data from 164 respondents who had previously purchased beauty and haircare products on an online shopping site for cosmetics in South Africa. The study utilised multiple regression analysis to assess the relationships among the identified factors and their influence on repurchase intentions. The findings revealed that brand trust, ease of use, and customer loyalty were significant positive predictors of repurchase intentions, while security risk perception had a negative impact. Readiness did not show a significant relationship with repurchase intentions. Based on these results, the study recommends that e-commerce businesses in the beauty sector focus on building trust, enhancing user-friendly interfaces, and fostering customer loyalty programs to encourage repeat purchases.  

The fashion sector stands as one of the leading contributors to both the global economy and South Africa. In South Africa, the footwear segment alone commands a value exceeding R50 billion and continues to see steady expansion. Particularly notable is the surge in sales within the South African sneaker market, outpacing other footwear categories. This trend has prompted numerous brands to enter the fray, presenting consumers with abundant choices but also fostering intense competition among sneaker manufacturers. To stay competitive, these manufacturers consistently innovate by developing enhanced sneaker models and integrating cutting-edge technologies into their production processes. The study aimed to identify the determinants influencing the purchasing intentions of Generation Y consumers regarding sneakers. A survey, administered via self-report questionnaires, gathered data from a convenience sample of 400 Generation Y consumers aged 18 to 24. These individuals were selected from two public Higher Education Institutions located in Gauteng, South Africa. Data analysis encompassed various methods including reliability and construct validity assessment, factor analysis, descriptive statistics, correlation analysis, collinearity diagnostics, regression analysis, and independent samples t-tests. Findings reveal that brand image, the desire for uniqueness, and product features significantly and positively impact the purchasing intentions of Generation Y consumers concerning sneakers. Conversely, the study indicates that price exerts an insignificant influence on the purchasing intentions of Generation Y consumers regarding sneakers. In addition, the findings suggest that males tend to place greater importance on brand image when making sneaker purchases compared to their female counterparts. These findings highlight the importance of understanding the nuanced preferences and behaviors of Generation Y consumers in the sneaker market and adapting business strategies accordingly to capitalize on opportunities for growth and differentiation.