ABSTRACT
This research aims to explore and examine factors influencing Taiwan consumers on repurchase intention of Korean beauty products. A causal study design is used in this research to establish a cause-and-effect relationship between each construct. Questionnaires were distributed to beauty product consumers in Taiwan. A total of 241 usable questionnaires are used for this study. Moreover, SEM was applied for data analysis and testing the model. There is a cause-and-effect relationship between product design, promotion, product price, brand name and repurchase intention. Product price and brand name significantly influence customer repurchase intention. This research suggests practical directions for companies to consider and address product design, promotion, product price, and brand name to achieve customer retention and customer repurchase intention.
- Tamplin, N. C., McLean, S. A., & Paxton, S. J. (2018). Social media literacy protects against the negative impact of exposure to appearance ideal social media images in young adult women but not men. Body Image, 26, 29-37.Google ScholarCross Ref
- Food and Drug Administration. (2018). Cosmetics Overview Retrieved on January 7 th, 2021, from (https://www.fda.gov/industry/regulated-products/cosmetics-overview#cosmetic)Google Scholar
- Sun, H., Kim, S., Heo, E. J. (2016). What attracts Chinese customers to repurchase Korean cosmetics?. Advanced Science and Technology Letters, 126 (11), 55-60. Doi: 10.14257//astl.2016.126.11Google ScholarCross Ref
- Moslehpour, M., Thanh, H. L. T., & Kien, P. V. (2017). Technology Perception, Personality Traits and Online Purchase Intention of Taiwanese Consumers. Predictive Econometrics and Big Data Studies in Computational Intelligence, 392–407. doi: 10.1007/978-3-319-70942-0_28Google Scholar
- International Trade Administration (ITA) (2020). South Korea - Country Commercial Guide. ITA CODE: COS. Retrieved from https://www.trade.gov/knowledge-product/korea-cosmeticsGoogle Scholar
- Statistics Korea (2020). Retrieved on January 7 th , 2021, http://kostat.go.kr/portal/eng/index.actionGoogle Scholar
- Allied Market Research. (2021). K-beauty Products Market Outlook - 2026. Retrieved on January 7 th, 2021, (https://www.alliedmarketresearch.com/k-beauty-products-market)Google Scholar
- GlobeNewswire (2020). Global K-beauty Products Market is estimated to be US$ 31.6 Billion by 2029 with a CAGR of 12.0% during the Forecast Period – PMI. Retrieved on January 7 th, 2021 from https://www.globenewswire.com/news-release/2020/06/10/2046337/0/en/Global-K-beauty-Products-Market-is-estimated-to-be-US-31-6-Billion-by-2029-with-a-CAGR-of-12-0-during-the-Forecast-Period-PMI.htmlGoogle Scholar
- Khraim, H. S., (2011). The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies, 3 (2). doi: 10.5539/ijms.v3n2p123Google ScholarCross Ref
- Aulia, C. K. (2015). Antecedents of customer repurchase intention of Korean beauty products in Taiwanese market and the mediating effect of word of mouth and customer satisfaction (Master's Thesis). Asia University, Taiwan.Google Scholar
- Cosmetic info. (2016). A history of cosmetics from ancient times. Retrieved from http://www.cosmeticsinfo.org/Ancient-history-cosmeticsGoogle Scholar
- Gardner, S. (2016). History of Make Up. WebMD. Retrieved from http://www.webmd.com/beauty/history-makeupGoogle Scholar
- Yeomans, M. (2015). South Korea's cosmetic exports are on the up. Cosmetics Design-Asia. Retrieved on June 5th, 2017, (http://www.cosmeticsdesign-asia.com/MarketTrends/South-Korea-s-cosmetic-exports-are-on-the-up)Google Scholar
- Tavornpadid, R. And Teng, W. C. (2015). The Perceptions and Effects of Country of Origin Image on Asians Metrosexual for Cosmetics Products. The IIER International Conference.Google Scholar
- Gillani, S. F., Yousaf, S., Khan, S. (2013). The effect of brand characteristic on brand loyalty: a study of cosmetics products in peshawar pakistan. International Review of Basic and Applied Sciences.Google Scholar
- Alhedhaif, S., Lele, U., Kaifi, B. A. (2016). Brand loyalty and factors affecting cosmetics buying behavior of Saudi female consumers. Journal of Business Studies Quarterly, 7(3).Google Scholar
- Dhurup, M., Mafini, C. & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: evidence from the paint retailing industry. Acta Commercii, 14(1), 1-9. doi: 10.4102/ac.v14i1.194Google ScholarCross Ref
- Asgari, O. & Hoesseini, M. S., (2015). Exploring the antecedents affecting attitude, satisfaction, and loyalty toward Korean cosmetic brands. Journal of Distribution Science, 13(6), 45-70. doi: 10.15722/jds.13.6.20150645Google ScholarCross Ref
- Varga, A., Dlacic, J., Vujicic, M. (2014). Repurchase intentions in a retail store – exploring the impact of colors. Ekonomski Vjesnik, 27, 229-244. udk 366.12:339.372.2Google Scholar
- Ibzan, E., Balarabe, F. & Jakada, B. (2016). Consumer satisfaction and repurchase intention. Development Country Studies, 6 (2).Google Scholar
- Filieri, R & Lin, Z 2017, 'The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers' repurchase intention of smartphone brands', Computers in Human Behavior, 67, 139-150. https://doi.org/10.1016/j.chb.2016.09.057 Google ScholarDigital Library
- Buil, Isabel; Chernatony, Leslie De; Martìnez, Eva. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research 66 (2013) 115–122Google ScholarCross Ref
- Pathak, Abhisekh & Calvert, Gemma Anne. (2020). Sounds sweet, sounds bitter: How the presence of certain sounds in a brand name can alter expectations about the product's taste. Food Quality and Preference 83 (2020) 103918.Google ScholarCross Ref
- Saed, Rashad Al; Upadhya, Amitabh; Saleh, Muhammad Abu. (2020). Role of airline promotion activities in destination branding: Case of Dubai vis-à-vis Emirates Airline. European Research on Management and Business Economics 26 (2020) 121–126Google ScholarCross Ref
- Kristensen, T., Gabrielsen, G., & Zaichkowsky, J. L. (2011). How valuable is a well-crafted design and name brand?: Recognition and willingness to pay. Journal of Consumer Behaviour,11 (1), 44-55. doi:10.1002/cb.368Google ScholarCross Ref
- Roosens, B., Dens, N., & Lievens, A. (2019). Quid pro quo. European Journal of Marketing,53 (2), 320-344. doi:10.1108/ejm-09-2016-0502Google ScholarCross Ref
- Yi, S., Day, J., & Cai, L. A. (2014). Exploring tourist perceived value: An investigation of Asian cruise tourists' travel experience. Journal of quality assurance in hospitality & tourism, 15(1), 63-77.Google ScholarCross Ref
- Lien, C., Wen, M., Huang, L., and Wu, K. (2015). Online hotel booking: The effects of brand image, price, purchase intentions. Asia Pacific Management Review, 20, 210-218. doi: 10.1016/j.apmrv.2015.03.005Google ScholarCross Ref
- Holbrook, M.B. Marketing Letters (1992). Product quality, attributes, and brand name as determinants of price: The case of consumer electronics. Marketing Letters, 3 (1), 71–83. doi:https://doi.org/10.1007/BF00994082Google ScholarCross Ref
- Klink, R. R., & Athaide, G. A. (2012). Creating brand personality with brand names. Marketing Letters, 23 (1), 109–117.Google ScholarCross Ref
- Pappu R, Quester PG (2008). Does brand equity vary between department stores and clothing stores? Results of an empirical investigation. The Journal of Product and Brand Management 2008;17 (7):425–35.Google Scholar
- Ataman MB, van Heerde H, Mela CF. (2010) The long-term effect of marketing strategy on brand sales. Journal of Marketing Research 2010;47(5):866–82.Google Scholar
- Krystallis, A. And Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of retailing and consumer services, 21, 139-147. doi: 10.1016/j.jretconser.2013.07.009Google ScholarCross Ref
- Yasri, Y., Susanto, P., Hoque, M.E., Gusti, M.A. (2020) Price perception and price appearance on repurchase intention of Gen Y: dobrand experience and brand preference mediate?. Heliyon, 6. e05532. doi: 10.1016/j.heliyon.2020.e05532Google Scholar
- Graciola, A.P., Toni, D.D., Lima, V.Z., Milan, G.S. (2018) Does price sensitivity and price level influence store price image and repurchase intention in retail markets?. Journal of Retailing and Consumer Services, 14, 201-213.doi: 10.1016/j.jretconser.2018.06.014.Google ScholarCross Ref
Index Terms
- Why Do Taiwanese Consumers Purchase Korean Beauty Product?
Recommendations
A study of virtual product consumption from the expectancy disconfirmation and symbolic consumption perspectives
Researchers have not specifically considered the determinants of satisfaction and repurchase intention with regard to virtual products. Using the expectancy disconfirmation model and symbolic consumption theory, this study presents and empirically ...
The Influence of Department Stores' Price Promotion Strategy Toward Consumers' Repurchase Intentions: A Moderation Model of Perceived Risks
Taiwan's retailing industry faces fierce competition, and there are practical gaps regarding price promotion and repurchase intention. Therefore, the purpose of this study is to examine the impact of department stores' price promotion strategies on ...
Understanding consumers' continuance intention towards mobile purchase
We examined factors that influence mobile shoppers' continued purchase intention.System quality has a significant effect on trust and satisfaction.Information quality and service quality significantly affect trust and flow.Privacy and security concerns ...
Comments