- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Effects of Purchase Intention of Oriental Medicine Cosmetics on Selection and Brand Asset Attributes
Kim, Bo-Young
Oh, Sung-Ho
Abstract
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.
- keywords
- Oriental Medicine Cosmetics, Cosmetic Selection Attributes, Brand Asset Attributes, Perceived value, Purchase Intention
Reference
Aaker, D. A. (1991). Managing brand equity. New York, NY: Free Press.
Al-Sabbahy, H. Z., Ekinci, Y., & Riley, M. (2004). An Investigation of Perceived Value Dimensions:Implications for Hospitality Research. Journal of Travel Research, 42(3), 226-234.
Anderson, J. C., & Narus, J. A. (1998). Business marketing: Understand what Customers Value. Harvard Business Review, 76(6), 53-65.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability:finding from Sweden. Journal of Marketing, 58(1), 53-66.
Asgari, O., & Hosseini, M. S. (2015). Exploring the Antecedents Affecting Attitude, Satisfaction, and Loyalty towards Korean Cosmetic Brands. Journal of Distribution Science, 13(6) 45-70.
Bagozzi, R. P. (1992). The Self-Regulation of Attitudes, Intentions, and Behavior. Social Psychology Quarterly, 55(2), 178-204.
Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance Consequences of Brand Equity Management. The Journal of Product and Brand Management, 12(4). 220-234.
Belch, G. E., & Belch, M. A. (1995). Introduction to Advertising & Promotion: An Integrated Marketing Communications Perspective (3th ed.). IRWIN.
Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers' Assessments of Service Quality and Value. Journal of Consumer Research, 17(4), 375-384.
Boulding, W. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-28.
Chae, S. J., & Hwang, H. J. (2017). The Effect of Audit Quality on Crash Risk: Focusing on Distribution &Service Companies. Journal of Distribution Science, 15(8), 47-54.
Chen, P. T., & Hu, H. H. (2010). How Determinant Attributes of Service Quality Influence Customer-Perceived Value: An Empirical Investigation of the Australian Coffee Outlet Industry. International Journal of Contemporary Hospitality Management, 22(4), 535-551.
Chen, C. F., & Tasi, D. C. (2007). How Destination Image and Evaluative Factors affect Behavioral Intentions?. Tourism Management, 28(4), 1115-1122.
Choi, W., Lee, J. S., & Cho, W. K. (2011). The effect of brand asset and customer value of food industry on brand loyalty. Food Service Management Society of Korea, 14(2), 277-298.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intention. Journal of Advertising, 24(3), 25-40.
Deepak, S., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1), 15-37.
Dodds, W. B., & Monroe, K. B. (1985). The Effect of Brand and Price Information on Subjective Product Evaluations. Advances in Consumer Research, 12(1), 85-90.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers, Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Dungan, J. M., Brown, A. V., & Ramsey, M. A. (1996). Health Maintenance for the Frail Older Adult can It Improve Physical and Mental Wellbeing. Journal of Advanced Nursing, 23(1), 118-193.
Engasser, P., Long T., McNamee, P., Schlatter, H., & Gray, J. (2007). Safety of Cosmetic Products. Journal of Cosmetic Dermatology, 6(1), 23-31.
Engel, J. F., & Blackwell, R. D. (1982) Consumer Behavior. New York, NY: Hotel Rinehart & Winston.
Engel, J. F., Blackwell, R. D., & Paul, W. M. (1990), Consumer Behavior (6th ed). Hinsdale, IL: The Dryden Press.
Engel, J. F., Blackwell, R. D., & Miniard. P. W. (1995). Consumer Behavior (8th ed.). Hinsdale, IL: The Dryden Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural Equation Modeling and Regression:Guidelines for Research Practice. Communications of the Association for Information Systems, 4(7), DOI:10.17705/1CAIS.00407.
Ha, B. Y. (2016). Research on Cosmetics Selection Attributes and Purchase Behavior of Chinese Women Tourists to Korea. Tourism Institute of Northeast Asia, 12(1), 1-24.
Han, S. J., Kim, Y. J., & Kang, S. R. (2013). Structural Relationships among Site Quality of Online Wine Store, Perceived Value, and Online Purchase Intention. Korea Academy Industrial Cooperation Society, 14(12), 6133-6145.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11/12), 1762-1800.
Hyun, I. K., & Park, S. J. (2012). Research on Cosmetics Selection Factors of Chinese Women Consumers in Their 20s and 30s: Centering around Shanghai Region. Distribution and Management Academic Journal, 15(3), 79-87.
Hwang, S. Y. (2006). Domestic Trend on Natural Ingredient New Drug, Health Supplement and Oriental Medicine Cosmetics. Welfare Venture Recent Trend and Issue Report, 22-28.
Hwang, J. S., Kwon, S. A., & Yoo, J. J. (2010). Door-to-Door Sales Cosmetics Consumer Features and Assessment Criteria of Purchase Depending on Lifestyle. Research Institute of Human Ecology, 14(2), 95-110.
Jones T. O., & Sasser, W. E. Jr. (1995). Why Satisfied Customers Defect Customers Defect. Harvard Business Review, 73(6), 88-99.
Kang, J. H. (2017). Effect of the Perceived Consumption Value of Detox Food on Attitude and Purchase Intention. International Journal of Tourism and Hospitality Research, 31(7), 179-195.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of Marketing, 57(1),1-23.
Kwon, S. M., Seo, S. Y., & Lee, K. P. (2010) Effect of Festival’s Consumer-based Brand Asset on Consumers’Perceived Value and Host Region’s Attitude:Comparison between Hampyeong Butterfly Festival and Boryeong Mud Festival. Tourism and Leisure Research, 22(2), 77-96.
Kim, H. B., & Kim, W. G. (2004). The Relationship between Brand Equity and Firm's Performance in Luxury Hotels and Chain Restaurant. Tourism Management, 26(4), 549-560.
Kim, H. J., & Kim M. W. (2017). Analysis on Importance-Satisfaction of Male Basic Skin Care Cosmetics Attributes Utilizing IPA method. Korean Design and Culture Academic Journal, 23(1), 177-184.
Kim, H. J., & Lee, H. J. (2009). Effect of Consumer Value Orientation, Perceived Value and Brand Preference of Wellbeing Society on Purchase Intention of Eco-friendly Cosmetics. Korea Aesthetics Academic Journal, 15(1), 327-341.
Kim, J. D. (2007). Status and Future of Oriental Medicine Cosmetics. Korea Fashion Beauty Academic Association, 5(1), 1-7.
Kim, K. S. (2001). AMOS Structural Equation Model Analysis, Seoul, Korea: SPSS Academy.
Kim, M. J., & Kim, B. S. (2005). Research on Sscale Development on Well-being and Variables on Wellbeing-oriented Consumer Behaivor. Research on Consumer Culture, 8(2), 149-163.
Kim, S. S. (2012). Research on Brand Preference of Domestic and Imported Cosmetics. Korea Clothes and Design Academic Journal, 14(1), 69-80.
Kim, Y. H. (2001). Research on On-line and Off-line Conjunction on Consumers’ Perceived Value, Risks and Purchase Intention. MA thesis for Ewha Woman’s University Grade School.
Kim, W. G., Bongran, J. S., & Kim, H. J. (2008). Multidimensional Customer-based Brand Equity and Its Consequences in Mid-priced Hotels. Journal of Hospitality & Tourism Research, 32(2), 235-254.
Korea Health Industry Development Institute (2016). Cosmetics Industry Analysis Report.
Lei, J., De Ruyter, K., & Wetzels, M. (2008). Consumer Response to Vertical Service Line Extensions. Journal of Retailing, 84(3), 268-280.
Lee, K. Y., & Kim, S. S. (2012). The Effects of Value Perception for Natural Cosmetics by LOHAS Class on Their Purchasing Intention. Journal of the Korea Fashion & Costume Design Association, 14(3), 111-122.
Lee, B. H., Min, Y. S., Park, J. H., Ahn, J. J., & Kim D. W. (2011). Cosmetics Research Trend Using Oriental Herbs - Centering around Domestic Research after the 2000s. Journal of Applied Oriental Medicine, 11(1), 35-42.
Lee, E. J. (2015). Consumer Attitude According to Consensus of Brand Personality through Collaboration:Focusing on oriental medical cosmetic brand ‘ZAIN’. Journal of Korea Design Knowledge, 34(1), 121-130.
Lee, J. M., & Ahn, J. S. (2011). Effect of Purchase Behavior of Oriental Medicine Cosmetics Consumers on Brand Attitude, Shopping Satisfaction and Recommendation Intention. Korean Fashion Business Academic Association, 15(1), 129-144.
Lee, J. S. (2009). Effect of Fairness Perception of Customers Who Dine Outside on Emotional Response, Purchase and Transition Intention. Tourism/leisure Research, 21(3), 87-108.
Lee, S. H. (2010). Research on Consumer Service Appropriateness and Perceived Value, Satisfaction, Preference. Tourism and Leisure Research, 22(5), 131-147.
Lee, S. I., Park, Y. S., & Doo, R. K. (2015). Comparison Research on Cosmetics Selection Attributes between University Students of Korea and China Utilizing IPA. Global Business Management Academic Journal, 12(4), 43-76.
Lim, D. O. (2011). Welfare industry trend analysis and prospect (cosmetics industry analysis report). Korea Health Industry Development Institute.
Lundov M. D., Moesby, L., Zacharie, C., & Johansen, J. D. (2009). Contamination versus Preservation of Cosmetics: A Review on Legislation, Usage, Infections, and Contact Allergy. Contact Dermatitis, 60(1), 70-78.
Mizik, N., & Jacobson, R. (2003). Trading off Between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis. Journal of Marketing, 67(1), 63-76.
Monroe, K. B. (1985). The Effect of Brand and Price Information on Subjective Product Evaluations. Advances in Consumer Research, 12(1), 85-90.
Noh, H. S. (2011). Oriental Medicine Cosmetics Development and Market Status Quo. Korean Chemical Engineering Academic Association, 29(1), 38-42.
Nunnally, J. C., & Bernstein, I. H. (1994). The Assessment of Reliability. Psychometric Theory, 3(1), 248-292.
Oh, H. R. (2018). The Effect of Cosmetics Choice Attribute Satisfaction on Customer Satisfaction According to Types of Cosmetics: focused on Cosmeceuticals and General Cosmetics. MA thesis for Hanyang University MBA.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York, NY: McGraw Hill.
Park, J. Y. (2015). Research on Relationship of Lifestyle, Benefits, Satisfaction of Foreign Visitors at Guest House. Korean Tourism Business Academic Association, Tourism Research, 29(6), 103-125.
Park, K. H. (2017). Research on Cosmetics Purchase Behaviour by Women in Their 20s. Korean Garment and Apparel Academic Association, 67(3), 47-65.
Petrick, J. F. (2002). Development of a Multi-dimensional Scale for Measuring the Perceived Value of a Service. Journal of Leisure Research, 34(2), 119-134.
Raggio, R. D., & Leone, R. P. (2007). The Theoretical Separation of Brand Equity and Brand Value:Managerial Implications for Strategic Planning. Band Management, 14(5), 380-395.
Rintamaki, T., A. Kuusela, Kanto, H., & Spence M. T. (2006). Decomposing the Value of Department Store Shopping into Utilitarian, Hedonic and Social Dimensions. International Journal of Retail and Distribution Management, 34(1), 6-24.
Roig, J. C. F., Garcia, J. S., & Tena, M. A. M. (2009). Perceived Value and Customer Loyalty in Financial Services. The Service Industries Journal, 29(6), 775-789.
Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived Value of the Purchase of a Tourism Product. Tourism Management, 27(3), 394-409.
Šalkovska, J, Anda Batraga, A., & Aelita Mežpapa, A. (2015). Cosmetics Brand Equity Formation in Awareness of Latvian Consumer. Regional Formation and Development Studies, 3(17), 155-169.
Scheff, J., & Kotler, P. (1996). Crisis in the Arts: The Marketing Response. California managementreview, 39(1), 28-52.
Schmitt, B., & Simonson, A. (1997). Marketing Aesthetics:Strategic Management of Brands, Identity, and Image. New York, NY: The Free Press.
Sheth, J. N. (1983). An Integrative Theory of Patronage Preference and Behavior. In W. R. Darden & R. F. Lusch (Eds.), Patronage Behavior and Retail Management (pp.9-28). New York, NY: Elsevier Science Publishing Company.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
Shim, E. K., & Kim K. R. (2008). Consumer Preference and Purchase Determination Factors of Cosmeceutical Products. Korean Aesthetics Academic Journal, 14(4), 1264-1279.
Sweeney, J. C., & Soutar, G. (2001). Consumer Perceived Value: The Development of Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
Tjoe, F. Z., & Kim, K. T. (2016). The Effect of Korean Wave on Consumer’s Purchase Intention of Korean Cosmetic Products in Indonesia. Journal of Distribution Science, 14(9), 65-72.
Yang, H. S., Jin, B. H., & Jung, M. J. (2017). The Influences of Consumer Characteristics, Perceived Quality and Korean Wave on Purchase Intention of Korean Cosmetics: A Comparison between Chinese and Vietnamese consumers. The Korean Journal of Consumer and Advertising Psychology, 18(2), 173-192.
Yang, H. S., Jeong, M. J., & Jeong, J. E. (2018). Effect on Korean Wave and Korean Cosmetics Product Image on Foreign Direct Purchase Intentions: Focused on Chinese Consumers. Research on Consumer Studies, 29(1), 55-82.
Yoo, B., Donthu, N., & Lee, S. (2000). Determinants of Consumer-Based Brand Equity. AMA Winter Educators'Conference, 6(44), 57-68.
Yoo, E. J., & Kim, J. D. (2014). A Study on Awareness and Use of Korean Herbal Cosmetics. Korean Cosmetics Aesthetics Academic Journal, 4(2), 155-166.
Zeithaml, V. A. (1988). Consumer Perception of Price, Quality and Value: A Mean-End Model and Synthesis of Evidence. Journal of Marketing, 52(3) 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations