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Effects of Shopping Orientation and Store Attributes on Impulse Buying Behavior for Cosmeceuticals

기능성 화장품 충동구매행동에 대한 소비자 쇼핑성향과 기능성 화장품 점포속성의 영향

Park, Eun Joo;Kim, Yu Mi
박은주;김유미

  • Received : 2015.07.29
  • Accepted : 2015.10.27
  • Published : 2015.12.31

Abstract

An aging population and increasing consumer demand for high-quality and innovative new products are key drivers for growth in the cosmeceutical industry. Cosmeceuticals are defined as products with biologically active ingredients that have a measurable effect on the user. This study explored the effects of shopping orientation and store attributes on impulse buying behavior for cosmeceuticals. We obtained 437 usable questionnaires from university students who had purchased cosmeceutical products. Data analysis was conducted using confirmatory factor analysis and structural equation modeling analysis via AMOS 18.0. The findings were: 1) hedonic shopping orientation and convenience shopping orientation had positive effects on product efficacy and promotion of the cosmeceutical store 2) brand shopping orientation had a positive effects on store atmospheric, skin care service, and brand of the cosmeceuticals store and 3) product efficacy and promotion of store attributes had a direct effect on impulse buying behavior for cosmeceuticals. Consumers who tended to enjoy the shopping to refresh themselves and to experience convenient shopping were likely to purchase cosmeceuticals impulsively, which mediated by the store attributes (product efficacy and promotion). Therefore, we confirmed partly causal relationships among the shopping orientation, store attributes, and impulse buying behavior of cosmeceuticals. Both managerial and theoretical implication for practitioners and researchers were discussed for managing product information more efficiently along with promotion strategies to trigger cosmeceuticals consumers in the context of shopping.

Keywords

cosmeceuticals;shopping orientation;store attributes;impulse buying behavior

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