Relationship between Consumers' Exploring Cosmetics Information Behavior and Satisfaction and Recommendation Intention

Abstract

Purpose: This study was aimed at providing greater insight and understanding regarding female cosmetics consumers in their twenties marketing cosmetics, by assessing their influence on, and relationship with, their satisfaction and recommendation intentions. This study focuses on women in their twenties who are actively interested in the beauty and cosmetics industry and have ease in terms of searching for relevant information. Methods: The collected data were analyzed by the SPSS WIN 25.0 program. We calculated the frequency and percentage to identify not only the general characteristics of the study subjects but also the underlying utilization characteristics regarding inquiries and information on cosmetics. Furthermore, a regression analysis and an intermediate effects analysis were conducted to identify the effects and relationships between these factors. In addition, a reliability analysis was employed and so was a correlation analysis between the derived factors and the degree of recommendation of cosmetics information and satisfaction. Results: Our analysis exhibited a relatively high correlation between customer purchasing satisfaction and recommendation intention. Furthermore, regression analysis results showed that recommendation intention had a significant effect on information search for cosmetics and that satisfaction showed a medial effect when information search behavior for cosmetics affected recommendation intention. Conclusions: This study highlights that when consumers provide reliable and objective information that is, in turn, used as a marketing tool for cosmetics, they are more likely to expect positive marketing effects and recommendations.

Analisis Pemenuhan Kebutuhan Sumber Informasi Kecantikan pada Generasi Z

“…Hampir semua Generasi Z sering menggunakan lebih dari satu sumber informasi dalam Lu & Liu (2018) dari 419 orang, hampir dua per lima orang lebih suka mencari informasi di platform sosial dan alasan utama pilihan tersebut adalah karena mereka yakin informasi dari saluran yang mereka pilih dapat diandalkan. Sohn et al, (2019) juga melakukan penelitian tentang hubungan antara perilaku pencarian informasi kosmetik konsumen dengan kepuasan dan niat merekomendasikan. Hasil dari penelitian tersebut yaitu saluran yang paling banyak digunakan untuk memperoleh informasi kosmetik adalah SNS (Instagram), media sosial pribadi, aplikasi kecantikan, blog, dan pusat perbelanjaan online.…”

“…Generasi Z dengan senang hati memberikan rekomendasi produk kecantikan kepada teman maupun orang sekitar karena merasa puas dengan produk dan berniat memberikan rekomendasi kepada orang lain berdasarkan pengalaman pribadi. Hal ini sesuai dengan temuan Sohn et al, (2019) bahwa kepuasan menunjukkan efek mediasi ketika perilaku pencarian informasi kosmetik mempengaruhi niat rekomendasi. Diperkirakan ketika ada niat untuk membuat rekomendasi saat membeli kosmetik, niat rekomendasi lebih kuat diinduksi ketika puas dengan pembelian atau puas dengan informasi yang diperoleh.…”

The Effect of Beauty Influencer Characteristics and Trust on Sharing Intention: Focusing on the Mediating Effect of Satisfaction

“…만족도는 소비자가 제품을 구매하여 실제로 사용하면서 느끼는 제품의 성과로, 구매한 상품을 통해 만족감을 느끼는 것이 소비자의 근본적인 목적이다 [20]. 화장품과 만족도에 대한 선행연구를 살펴보면, 화장품 만족도와 추천의도는 비교적 높은 상관관계를 나타내며 [21], 화장품 만족도는 구매의도 및 공유의도에도 높은 영향을 미치는 것을 확인하였다 [11]. 이러한 선행연구 결과들을 토대로 만족도는 소비자의 행동을 변화시키는 중요한 요인임을 확인하였다.…”

Effects of Makeup Motivation and Implicit Self-Theory on Beauty Product Use and Purchase

“…또한 다양한 외모관리 행동은 사회적 정체성을 나타낼 수 있다 (Rudd, 1997 (Kim, 2018 (Jang & Kim, 2014). 이러한 연령에 따른 화장행동에 대한 연구 는 연령과 소비가치의 관계에 대한 연구 (Go, 2020), 연령에 따른 맞춤형 화장품의 구매행동 (Kwon & Jeon, 2020) (Chung & Shin, 2006 (Suh et al, 2016 (Go, 2020;Jang & Kim, 2014;Kang & Kim, 2019;Kim, 2018;Lim & Kim, 2014), 화장품 사용 연 구 (Kang & Kim, 2020;Kim et al, 2013), 화장행동 연구 (Kim, 2020), 화장품 정보탐색행동 (Sohn et al, 2019)…”