• International Journal of Human Ecology
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• v.10 no.2
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• pp.55-69
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• 2009

The Purpose of the current study is to investigate the differences in cosmetics attribute evaluation, purchase motivation, and brand re-purchase intention with respect to shopping orientations of Korean female university students. Questionnaires were distributed to 250 female students at Kyungpook National University and 220 completed questionnaires were analyzed. The results were as follows. First, shopping orientations and cosmetics attribute evaluation each generated four factor solutions, whereas cosmetics purchase motivations produced three factors. Second, three consumer groups - Efficiency Shopper Group, Indifference Shopper Group Ambivalence Shopper Group - with different shopping orientations were identified. Third, the study found significant differences in consumers' attribute evaluation such as function and price among the groups. The study also revealed a significant difference in contingent purchase motivations and brand re-purchase intention among the groups. From these results, we could identify that cosmetics re-purchase intention was significantly different among three different groups with different shopping orientations. Furthermore, consumer classification according to shopping orientations in cosmetics product purchase can be used by cosmetics marketers and managers to establish product plan and marketing strategy development. Additionally, the current study has originality and value that the relationship between shopping orientation and re-purchase intention has not been studied very much in the cosmetics product domain.

• Journal of the Korean Home Economics Association
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• v.44 no.12
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• pp.1-7
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• 2006

The purpose of this study was to analyze whether appearance concern has an effect on purchase intention and brand loyalty of cosmetics of middle and elderly women. A survey was conducted from January 20 to February 10 in 2006, among middle and elderly women. Response form the 393 subjects underwent statistical analyzes including frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. First, appearance concern factors were determined to be appearance-important, appearance-care, and skin-care. Second, appearance concern factors of appearance-important and skin-care had an effect on purchase intention of cosmetics of middle and elderly women. All of appearance concern factors had an effect on brand loyalty of cosmetics of middle and elderly women. Third, purchase intention of cosmetics had an effect on brand loyalty of cosmetics of middle and elderly women. The propitiation of putting basic and colored cosmetics was high in the appearance concerned group.after controlling for main effects.

• Korean Journal of Human Ecology
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• v.22 no.2
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• pp.343-355
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• 2013

E-reviews, electronic reviews, are generally perceived as trustworthy and credible by the consumers, because it is based on the experiences of other consumers who are independent of the marketers. Therefore, consumers may rely more on the review information as an important cue than direct experience or advertising. This paper explored the structural equation model to investigate the relationships among search motives of e-reviews, attributes of e-review, trust, and purchase intention for cosmetics. A self-questionnaire was developed based on previous researches. Data were collected from 300 female university students experienced purchasing cosmetics at the Internet and were analyzed by AMOS 20.0. Results showed that e-review attributes consisted of three factors: expertise/visuality, quality/functionality and advertising/design. Utilitarian and hedonic search motives were significantly related to expertise/ visuality attributes of e-review and then influenced the purchase intention for cosmetics, mediated by the trust of e-review. However, quality/functionality attributes related by utilitarian motive did not have a significant effect to trust of e-review and purchase intention for cosmetics. Regardless of search motives and trust of e-review, advertising/design attributes of e-review directly related to purchase intention of cosmetics. As predicted, the trust of e-review was an important mediated variable to stimulate the purchase intention of cosmetics at internet. The implications of findings for research and practice are discussed.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.2
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• pp.105-117
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• 2019

The study aims to investigate the effects of brand value in the oriental medicine cosmetics market, as perceived by consumers, on brand satisfaction, brand loyalty, and purchase intention. The subjects were Korean and Chinese female consumers, the primary consumers of oriental medicine cosmetics. A total of 615 sample surveys were analyzed from consumers who have experience using oriental medicine cosmetics. Out of the sample, 264 respondents had used Oriental medicine cosmetics for one to four years, 199 respondents for more than four years, and 108 respondents for three months to a year. Based on existing research, we categorized the value of oriental medicine cosmetics brands into four dimensions: emotional, social, functional, and epistemic values. Whether brand satisfaction and brand loyalty can be mediating factors in brand value influencing purchase intention was inspected through several hypotheses. As a result, except for the epistemic value factor, the brand value factors were found to have a positive effect on brand satisfaction and brand loyalty. In addition, emotional, social, and functional brand value factors influence purchase intention through brand loyalty, and it was found that brand loyalty is an important factor for oriental medicine cosmetics consumers, however mediator effects did not appear for brand satisfaction.

• Journal of the Korean Applied Science and Technology
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• v.38 no.3
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• pp.638-650
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• 2021

This study collected data from 301 men and women in their teens and 50s living in Seoul and Gyeonggi Province to analyze the impact of gender, age, and experience in purchasing cosmetics through live commerce on purchasing satisfaction and continuous purchase intention. As a result, the purchasing experience through live commerce was classified as 'practical value', 'entertainment value' and 'trusted value', and purchase satisfaction and continuing purchase intention were presented in a single dimension. Depending on gender and age, the experience of purchasing cosmetics through live commerce has had a positive impact on purchasing satisfaction and continuous purchase intention. Depending on gender and age, purchase satisfaction affects continuous purchase intention. The results of this study are expected to be the basis for establishing marketing strategies that utilize live commerce by gender and age in the cosmetics industry.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.413-426
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• 2021

This paper's purpose is to analyze the effect of Chinese consumer propensity to Korean cosmetics purchase through empirical analysis. The result, first, the sub-factors of Chinese consumers' consumption propensity, fashion-seeking propensity, brand-seeking propensity, price-seeking propensity, and quality-seeking propensity, were all deduced to have a positive effect on Chinese consumers' trust in Korean cosmetics. It was found that price pursuit orientation did not significantly affect purchase intention, while other factors had a significant positive effect. Second, Chinese consumers' trust in Korean cosmetics has a significant effect on purchase intention. Third, trust had a complete mediating effect between fashion-seeking orientation and purchase intention, and a partial mediating effect between brand-pursuing orientation, quality-seeking orientation, and purchase intention, whereas a mediating effect was not found between price-seeking orientation and purchase intention. Fourth, Korea's national image has no moderating effect on the relationship between trust and purchase intention.

• Journal of Distribution Science
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• v.17 no.1
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• pp.73-87
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• 2019

Purpose - This research aims to investigate the effects that the selection of oriental medicine cosmetics and brand asset attributes have on consumers' economic, emotional and social values in order to shed light on the forms and characteristics of consumption within the globally developing oriental medicine cosmetics market, and in the end positively verify how such perceived values affect purchase intention. In addition, it proposes research outcomes by comparing the differences between national and cultural consumer purchase behavior based on the comparisons of consumer groups in South Korea and China, the major markets for oriental medicine cosmetics. Research design, data, and methodology - Based on advanced research a total of 9 hypotheses were designed and questionnaires consisting of 16 questions to identify six major variables were conducted. Research was carried out centered on Seoul, South Korea, and its surrounding metropolitan area as well as Beijing and Shanghai, China, and a total of 577 sets of significant data were collected. A comparison analysis was then conducted on the data from 285 Koreans and 292 Chinese. A regression analysis and path analysis were also carried out based on a structural equation model to suggest results. Results - Research results show brand value assets had a more crucial impact on consumers' perceived value than consumer selection of oriental medicine cosmetics, while emotional value had a bigger effect on purchase intension than social or economic values. For Chinese consumers in particular, social, economic and emotional values affected purchase intention, while emotional value was the most crucial factor for Korean consumers. Conclusions - With oriental medicine cosmetics, brand characteristics and images that helped express emotional desire proved to be more effective in marketing than the performance aspect of cosmetics, including their functions and ingredients. In the end, products that highlight individual desire and emotion should be introduced instead of those that emphasize price, functions and social characteristics in order to expand the global market of oriental medicine cosmetics.

• Journal of Service Research and Studies
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• v.10 no.3
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• pp.103-118
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• 2020

Chinese economic growth and Chinese adoption of foreign cultures have changed varied phenomena, consumption patterns and consumer life-styles, in particular. In order to understand behavior of Chinese consumers, it is critical to explore their lifestyles and its effects on their purchase behavior. For attaining this goal, our research classifies Chinese consumer lifestyles related to cosmetics, into four types: brand oriented, price sensitive, rational consumption, and impulse buying. The research further analyzes the effects of consumer lifestyles on perceived value, satisfaction, and purchase intention in each case of skin care cosmetics and make-up cosmetics. Significant difference are found in perceived value, satisfaction, and purchase intention of skin care cosmetics exists between brand-oriented type and rational consumption type. This is also the case between rational consumption type and impulse buying type. Purchase intention is only found to be different between rational consumption type and price sensitive type. In case of make-up cosmetics, significant differences in perceived value, satisfaction, and purchase intention in the pairs of brand-oriented type and rational consumption type, rational consumption type and impulse buying type, and rational consumption type and price sensitive type. This implies rational consumption type should be more appropriate target consumers in the Chinese cosmetics market.

• The Korean Journal of Community Living Science
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• v.26 no.1
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• pp.145-154
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• 2015

This study examines the effects of evaluation criteria for natural cosmetics on purchase and word-of-mouth intentions according to the LOHAS class. A survey was conducted from Feb. 2 to 17, 2013 and a total of 410 responses were analyzed using SPSS 18.0. The results of this study are described below. First, evaluation criteria for natural cosmetics had four dimensions - practical, aesthetic, promotional, and social criteria. Second, for the upper LOHAS class, all four dimensions of evaluation criteria for natural cosmetics were important relative to the middle and lower classes. Third, for the upper and middle LOHAS classes, purchase intentions were influenced by practical criteria. However, evaluation criteria had no effect for the lower LOHAS class. Fourth, the upper LOHAS class considered practical criteria, the middle LOHAS class considered practical and social criteria, and the lower LOHAS class considered aesthetic criteria, As a result, word-of-mouth intentions were influenced by evaluation criteria for natural cosmetics.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.5
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• pp.217-240
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• 2023

For a while, Functional cosmetics, Cosmeceutical cosmetics, and Derma cosmetics have gained trust and become popular due to the consumers' strong interest in ingredients & efficacy. It's remarkable that Clean or Vegan brands are growing fast because they are emphasizing on different values from the other cosmetic brands. It's needed to attempt to analyze the influence relationship between consumer lifestyle and social value in these changes, and to find out whether the consumption of vegan cosmetics is related to satisfying the need for self-expression in a social atmosphere where ESG is emphasized on. This study analyzed the effect of lifestyle types and self-expression needs on the purchase intention of vegan cosmetics by mediating social values for cosmetics consumers. Lifestyle types were classified into appearance-oriented, health-oriented, and fashion-oriented. For empirical analysis, 321 questionnaires collected from cosmetics consumers living across the country were used. SPSS v26.0 and PROCESS macro v4.2 were used to analyze based on a single mediating model as a single mediator. As a result of the analysis, first, lifestyle types and self-expression needs, excluding appearance-oriented types, were found to have a positive (+) effect on social values. Second, it was found that social value had a positive (+) significant effect on the purchase intention of vegan cosmetics. Third, appearance-oriented, health-oriented, trend-seeking lifestyle types and self-expression needs were all found to have a positive (+) effect on the purchase intention of vegan cosmetics. Fourth, social values were found to mediate lifestyle types, self-expression needs, and purchase intentions, except for appearance-oriented types. Appearance-oriented consumers do not directly affect social values but affect purchase intentions, suggesting that appearance-oriented consumers may not be significantly affected by product-related social values. In a comparison of the relative influence size using standardization coefficients, self-expression needs had the greatest impact on the purchase intention of vegan cosmetics when mediating social values, and health-oriented ones had the least impact. The academic implications of this study include contributing to consumer behavior research by providing insights, mediation mechanisms, and consideration of the niche consumer sector, and directing further research into the cosmetics industry beyond forming marketing strategies and sustainable business practices.