From Experience to Evangelism: Emotional and Social Drivers of Online Cosmetics Purchase Behavior—A 4Es Perspective

This study examines how the 4Es framework—Experience, Exchange, Everyplace, and Evangelism—influences online cosmetics purchase behavior in Thailand, addressing the growing importance of digital consumer engagement in emerging markets. A mixed-methods approach was employed, combining quantitative data from a structured survey with qualitative insights from semi-structured interviews. Binary logistic regression analysis was used to assess the effects and predictive power of the 4Es and selected demographic and behavioral variables. The results indicate that all four dimensions significantly influence purchase behavior, with Evangelism emerging as the strongest predictor, followed by Experience, Everyplace, and Exchange. The model demonstrates strong predictive capability, highlighting the importance of behavioral factors such as platform usage, purchase frequency, and social media engagement, while several demographic variables show limited influence. Qualitative findings further support these results, revealing that consumers place strong emphasis on social influence, emotional engagement, and convenience in their online shopping experiences. The study concludes that online cosmetics purchase behavior is shaped by a combination of experiential, relational, and socially driven factors, with social influence playing a dominant role. These findings demonstrate that the 4Es framework remains highly relevant in digitally mediated consumer environments, where purchase decisions are increasingly influenced by interactive experiences, omnichannel accessibility, value co-creation, and consumer advocacy. By integrating quantitative and qualitative evidence, the study extends the application of the 4Es framework beyond traditional marketing contexts and demonstrates its value as a comprehensive model for understanding consumer engagement and online purchasing behavior in contemporary digital marketplaces. The mixed-methods approach provides both generalizable and contextually grounded insights, offering theoretical contributions to digital marketing literature and practical guidance for marketers seeking to strengthen consumer engagement and brand advocacy in increasingly competitive online markets.