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Repurchase intention of Korean beauty products among Taiwanese consumers

Repurchase intention of Korean beauty products among Taiwanese consumers PurposeThe purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products.Design/methodology/approachThis study uses a quantitative approach to test the proposed hypotheses using structural equation modeling. Causal research design is used in this research to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention (RI) of Korean cosmetics products.FindingsResults show that perceived price (PP) and country of origin (COO) significantly influence word-of-mouth (WOM). PP, COO and WOM significantly influence RI. WOM is the most influential variable toward RI, followed by COO and PP.Originality/valueVery few studies have examined a general construct of RI related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Second, it underscores the role of WOM between the independent variables (PP and COO) and RI as the dependent variable. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Repurchase intention of Korean beauty products among Taiwanese consumers

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1355-5855
DOI
10.1108/APJML-06-2016-0106
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products.Design/methodology/approachThis study uses a quantitative approach to test the proposed hypotheses using structural equation modeling. Causal research design is used in this research to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention (RI) of Korean cosmetics products.FindingsResults show that perceived price (PP) and country of origin (COO) significantly influence word-of-mouth (WOM). PP, COO and WOM significantly influence RI. WOM is the most influential variable toward RI, followed by COO and PP.Originality/valueVery few studies have examined a general construct of RI related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Second, it underscores the role of WOM between the independent variables (PP and COO) and RI as the dependent variable.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Jun 12, 2017

References