The Effects of Chinese Consumers' Self Congruity and Functional Congruity on Brand Attitude, Repurchase Intention and Recommendation Intention of Foreign-made Cosmetics

This study examines the mediating effect of brand factors and the moderating effect of nationality and age in the relationship between compulsive buying tendency and repurchase intention of herbal cosmetics by female consumers. The study subjects were 205 Korean and 205 Chinese female consumers who had used Korean herbal cosmetics. The collected data was analyzed to get the general characteristics of the research subjects using the SPSS 23.0 program, and descriptive statistics, reliability, and correlation analyses were performed. Furthermore, the appropriate structural model for the research hypothesis was investigated using the AMOS 21.0 program to develop a final model. As a result of the study, brand factors showed a mediating effect between compulsive buying tendency and repurchase intention. Additionally, it was found that Chinese female consumers had a stronger positive effect on the relationship between compulsive buying tendency and repurchase intention than Korean female consumers. Moreover, the younger the research subjects, the stronger the positive effect on the relationship between compulsive buying tendency and brand factors, and the older the research subjects, the stronger positive effect brand factor had on repurchase intention. In conclusion, the results of this study are expected to provide basic research data for Korean herbal cosmetics companies to lead the Korean and Chinese markets and to further grow and develop.

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The effect of product benefits and product identification on purchase intention

Sun-Hyung¹,

Hong²

2016

Res. J. Costumec.

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Uis Karo is Indonesian traditional woven cloth that comes from the Karo Region of North Sumatera. The purpose of this research is to determine and analyze the effect of product innovation, product quality and city image on buying decision of Uis Karo at Tourism Object of Berastagi of North Sumatera. Data collection in this research was conducted through a survey approach with quantitative descriptive research type by distributing questionnaires to 95 people. Data collection was done by interviews, questionnaires and documentation studies. The method of data analysis used is multiple linear regression using SPSS software. The results showed that simultaneously product innovation, product quality and the image of the city have positive and significant influence on the buying decision of Uis Karo. Partially each, product innovation, product quality and city image have a positive and significant effect on purchasing decision of Uis Karo.

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The Effects of Chinese Consumers' Self Congruity and Functional Congruity on Brand Attitude, Repurchase Intention and Recommendation Intention of Foreign-made Cosmetics

Cited by 4 publications

References 21 publications

The effect of product benefits and product identification on purchase intention: Focused on the moderating effect of aesthetic seeking tendency

The effect of product benefits and product identification on purchase intention: Focused on the moderating effect of aesthetic seeking tendency

The Mediating Effect of Brand Factor and Moderating Effect of Nationality and Age in the Relationship between Compulsive Buying Tendency and Repurchase Intention of Herbal Cosmetics by Female Consumers

The effect of product benefits and product identification on purchase intention

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