Repurchase Intention of Korean Beauty Products Among Taiwanese Consumers

Moslehpour, Massoud; Wong, Wing‐Keung; Pham, Van Kien; Aulia, Carrine K.

doi:10.2139/ssrn.3104472

Cited by 4 publications

(3 citation statements)

References 56 publications

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“…, 2011; Dinh and Mai, 2016; Duan et al. , 2008; Moslehpour et al. , 2018), suggesting that WOM can help to facilitate repurchase intent among customers.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…WOM behaviour is believed to originate in this fashion due to satisfaction or dissatisfaction with consumption. The majority of previous research has identified the positive effect of WOM as the most influential element affecting corporate performance (Amani, 2022a;Curtis et al, 2011;Dinh and Mai, 2016;Duan et al, 2008;Moslehpour et al, 2018), suggesting that WOM can help to facilitate repurchase intent among customers. According to Kitapci et al (2014), if a customer recommends a service or product to others, this is considered PWOM.…”

Section: Pwom and Customer Repurchasing Intentionsmentioning

confidence: 99%

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I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

Ismail

2022

MANM

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PurposeConsumer psychology research has established the importance of customer satisfaction as a determinant of customer repurchasing intention. Nonetheless, even satisfied customers switch brands. Also, even dissatisfied customers have repurchasing intentions. This means that customer repurchasing behaviour is extremely difficult to predict, necessitating additional research to identify additional factors that can help organizations better understand the methods to predict customer repurchasing intention. To fill this knowledge gap, this study examined the mediating effects of brand love (BL) and positive word of mouth (PWOM) on psychological contract fulfilment (PCF) and customer repurchasing intentions.Design/methodology/approachThis is a cross-sectional study. The study used structural equation modelling (SEM) to analyse relationships from a sample size of 400 beauty salon customers. Also, a process macro mediation test was used to analyse the mediating effects of BL and PWOM on the relationship between PCF and customer repurchase intentions.FindingsThe findings indicate that transactional and relational psychological contracts have a positive and significant relationship with BL and PWOM. As well, BL and PWOM positively and significantly influence customer repurchase intentions. Finally, the findings indicate that BL and PWOM mediate the relationship between psychological contract fulfilment and customer repurchase intentions.Research limitations/implicationsThis survey sampled beauty salons solely. Given that each type of organization may have a unique way of fulfilling psychological contracts, future studies may include more categories such as restaurants and craftsmanship to broaden the sample. Additionally, this study utilized female beauty salons. Therefore, future research could include salons that cater to women and men to boost the sample's generalizability. Finally, this study concluded that BL and positive recommendations are the most effective variables for resolving consumer satisfaction challenges. However, additional factors can probably amplify this fact by focusing on additional elements to broaden the arguments.Originality/valuePast studies have extensively covered customer repurchasing intention in relation to customer satisfaction. However, it was noted that even some satisfied customers could switch to other brands, and those who were dissatisfied could repurchase the brand. Given that little is known about how other factors than customer satisfaction can affect repurchasing intentions, this study examines the mediating effects of BL and PWOM on PCF and customer repurchase intentions.

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“…, 2011; Dinh and Mai, 2016; Duan et al. , 2008; Moslehpour et al. , 2018), suggesting that WOM can help to facilitate repurchase intent among customers.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Section: Pwom and Customer Repurchasing Intentionsmentioning

confidence: 99%

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

Ismail

2022

MANM

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“…Thoumrungroje (2014) determined that word-of-mouth communications in social media positively affected consumers' demand for products with high social visibility. Moslehpour et al (2017) determined that word-of-mouth communications are more effective on consumers' repurchasing intentions than price and country of origin in cosmetic products, which have a higher frequency of reuse compared to apparel products. Hollebeek et al (2014) stated that consumers' emotional commitment to a brand is reflected in social media sharing and that these influences positively influence consumers' purchasing intentions.…”

Section: Repurchase Intentionmentioning

confidence: 99%

Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

Bilgin

2018

İnsan Ve Toplum Bilimleri Araştırmaları Dergisi

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This research examines the effect of social visibility of consumption on consumer-brand identity, word-of-mouth communication and repurchase intention in a social identity. The universe of this study consisted of female consumers who follow the five most popular hijab clothing brands in Turkey (Nihan, Kayra, Tuğba, Aker, and Armine) on social media. Convenience sampling method was used. Research data obtained through online surveys shared on Facebook and Instagram with 748 consumers. The obtained data were analyzed using Structural Equation Modelling (SEM). It was determined that the social appearance of consumption affects consumer brand identity, word-ofmouth communication, and repurchase intention positively in female consumers with conservative social identity. Word-of-mouth communications are more effective than social identity and consumer brand identity on the repurchase intentions of female consumers with conservative social identity. Results show that hijab brands should attach importance to activities aimed at overlapping themselves with the social identities of conservative consumers.

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The Influences of Perceived Credibility and Consumer Attitude Towards Purchase Intention of Some by Mi’s YouTube User Generated Content

Febriane¹,

Wibowo²,

Agrippina³

2023

Advances in Economics, Business and Management Research

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User Generated Content (UGC) has become one of the media to share opinions or aspirations from social media users. One of the social media that can be used for UGC is YouTube. People tend to watch UGC videos regarding product reviews before making the decision to buy a product. One of the products where people will watch the product review video before deciding to purchase is skincare products. Therefore, this study uses a skincare brand from South Korea named Some By Mi as the object of research. The total number of respondents collected for this study is 180 respondents. The data collected is used quantitative methods and measured using five points of the Likert Scale. The population is limited to Indonesian with groups aged 17 to 65 years old. The current study used Structural Equation Modelling in the data analysis. The results of this study found that trustworthiness and attractiveness bring a positive and significant impact on Consumer Attitude. However, expertise has an insignificant impact on Consumer Attitude. Furthermore, Consumer Attitude mediates the relationship between Perceived Credibility and Purchase Intention. Thus, Some By Mi might endorse UGC that has trustworthiness and attractiveness when reviewing a product and suggested focusing on developing their digital marketing, especially highlighting the benefits or the uniqueness of their product. In addition, Some By Mi should concern with every compliment or criticism from the UGC. For further study suggested using another variable besides perceived credibility to determine the influence of the UGC on purchase intention.

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Repurchase Intention of Korean Beauty Products Among Taiwanese Consumers

Cited by 4 publications

References 56 publications

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention

Kim Olduğunu Görebiliyoruz! Tüketimin Sosyal Görünürlüğünün Tüketici Marka Kimliği, Ağızdan Ağıza İletişim ve Marka Sadakatine Yansımaları

The Influences of Perceived Credibility and Consumer Attitude Towards Purchase Intention of Some by Mi’s YouTube User Generated Content

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