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

Abstract

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.