International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
권호 표지

The Effect of Shopping Orientation on Cosmetic Attribute Evaluation, Purchase Motivation, and Re-purchase Intention

  • Park, Hyun-Hee (School of Business Administration, Kyungpook National University) ;
  • Koo, Dong-Mo (School of Business Administration, Kyungpook National University) ;
  • Goldsmith, Elizabeth B. (Department of Textiles and Consumer Sciences, Florida State University)
  • Received : 2009.09.14
  • Accepted : 2009.12.07
  • Published : 2009.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

The Purpose of the current study is to investigate the differences in cosmetics attribute evaluation, purchase motivation, and brand re-purchase intention with respect to shopping orientations of Korean female university students. Questionnaires were distributed to 250 female students at Kyungpook National University and 220 completed questionnaires were analyzed. The results were as follows. First, shopping orientations and cosmetics attribute evaluation each generated four factor solutions, whereas cosmetics purchase motivations produced three factors. Second, three consumer groups - Efficiency Shopper Group, Indifference Shopper Group Ambivalence Shopper Group - with different shopping orientations were identified. Third, the study found significant differences in consumers' attribute evaluation such as function and price among the groups. The study also revealed a significant difference in contingent purchase motivations and brand re-purchase intention among the groups. From these results, we could identify that cosmetics re-purchase intention was significantly different among three different groups with different shopping orientations. Furthermore, consumer classification according to shopping orientations in cosmetics product purchase can be used by cosmetics marketers and managers to establish product plan and marketing strategy development. Additionally, the current study has originality and value that the relationship between shopping orientation and re-purchase intention has not been studied very much in the cosmetics product domain.

Keywords

References

  1. Aaker, D. A. (1996). Building strong brands. New York: Free Press
  2. Aaker, D. A., Fuse, Y., & Reynolds, F. D. (1982). Is lifestyle research limited in its usefulness to Japanese advertising?. Journal of Advertising, 11(1), 31-48 https://doi.org/10.1080/00913367.1982.10672792
  3. Abraham, M. L., & Littrell, M. A. (1995). Consumers’ conceptualization of apparel attributes. Clothing and Textiles Research Journal, 13(2), 65-74 https://doi.org/10.1177/0887302X9501300201
  4. Babin, B. J., & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49, 91-99 https://doi.org/10.1016/S0148-2963(99)00011-9
  5. Babin, B., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656 https://doi.org/10.1086/209376
  6. Bak, K. J., & Kim, M. Y. (2004). Make-up purchase behavior and influential factors-focusing on clothing involvement, age, and face satisfaction. Journal of the Korean Society of Clothing and Textiles, 28(11), 1372-1383
  7. Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47, 69-81 https://doi.org/10.2307/1251198
  8. Bloemer, J., de Ruyter, K., & Wetzel, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106 https://doi.org/10.1108/03090569910292285
  9. Bloemer, J., & Kasper, H. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329 https://doi.org/10.1016/0167-4870(95)00007-B
  10. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384 https://doi.org/10.1086/208564
  11. Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing research for application. Journal of Consumer Research, 8(9), 197-207 https://doi.org/10.1086/208856
  12. Chae, J. S. (2001). An analysis on the college women’s buying and using behavior of cosmetics according to their life-style. Journal of the Korean Home Economics Association, 39(11), 107-126
  13. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93 https://doi.org/10.1509/jmkg.65.2.81.18255
  14. Childers, T. L., Carr, C. L., Pecj, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535 https://doi.org/10.1016/S0022-4359(01)00056-2
  15. Darden, W. R., & Reynolds, F. D. (1971). Shopping orientations and product usage rates. Journal of Marketing Research, 8, 505-508 https://doi.org/10.2307/3150244
  16. Davis, L. L., & Lennon, S. J. (1985). Self-monitoring, fashion opinion leadership, and attitudes toward clothing. In M. R. Solomon (Eds.), The Psychology of Fashion (pp.177-182). Lexington, MA: Lexington Books
  17. Dellinger, K., & Williams, C. L. (1997). Makeup at work. Gender and Society, 11(2), 151-177 https://doi.org/10.1177/089124397011002002
  18. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113 https://doi.org/10.1177/0092070394222001
  19. Dube, L. (1990). The power of affective reports in predicting satisfaction judgments. Advances in Consumer Research, 17, 571-576
  20. Eckman, M., Damhorst, M. L., & Kadolph, S. J. (1990). Toward a model of the in-store purchase decision process: Consumer use of criteria for evaluation women’s apparel. Clothing and Textiles Research Journal, 8(2), 13-22 https://doi.org/10.1177/0887302X9000800202
  21. Erdem, O., Ben, O. A., & Tuncalp, S. (1999). Consumer values and the importance of store attributes. International Journal of Retail and Distribution Management, 27(4), 137-144 https://doi.org/10.1108/09590559910268435
  22. Furse D. H., Punj G. H., & Stewart D. H. (1984). A typology of individual search strategies among purchasers of new automobiles. Journal of Marketing Research, 10(4), 417-431
  23. Goldsmith, E. B. (2005). Consumer economics: Issues and behaviors. Prentice Hall, Inc., New Jersey
  24. Grewal, D., Gopalkrishnan, R. I., Krishnan, R., & Sharma, A. (2003). The internet and the pricevalue-loyalty chain. Journal of Business Research, 56(5), 391-398 https://doi.org/10.1016/S0148-2963(01)00227-2
  25. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Prentice Hall: Upper Saddle River, New Jersey
  26. Han, D. Y. (1988). A study consumer behavior with respect to purchasing by Korean female college students. Master's thesis, Seoul Woman's University, Seoul, Korea
  27. Hatch, K., & Roberts, J. A. (1985). Use of intrinsic and extrinsic cues to assess textile product quality. Journal of Consumer Studies and Home Economics, 9(4), 341-357 https://doi.org/10.1111/j.1470-6431.1985.tb00103.x
  28. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101 https://doi.org/10.2307/1251707
  29. Hong, S. S., & Oh, E. J. (2001). A study on the makeup expression and purchasing behavior of make-up cosmetics based on the lifestyle. Journal of the Korean Home Economics Association, 39(7), 85-99
  30. Hwang, C. S. (2004). Segmentation of the cosmetics market according to shopping orientation. Journal of the Korean Society of Clothing and Textiles, 28(12), 1632-1643
  31. Jeon, J. H. (1998). A study on the consumers satisfaction with distribution channels of Korean cosmetic industry. Master's thesis, Sogang University, Seoul, Korea
  32. Jeon, M. C., Marguerite, M., & Ann, D. F. (2005). Consumer shopping value of retail brands. Journal of Fashion Marketing and Management, 9(1), 43-53 https://doi.org/10.1108/13612020510586398
  33. Jenkins, M. C., & Dickey, L. E. (1976). Consumer types based on evaluative criteria underlying clothing decision. Home Economics Research Journal, 4(3), 150-162 https://doi.org/10.1177/1077727X7600400301
  34. Jin, H. S., & Park, J. O. (2004). A study on service quality of clothing store according to shopping value type. 2004 Spring Proceedings of the Costume Culture Conference
  35. Jo, Y. U. (1997). A study on lifestyle and purchase behavior of cosmetic consumer. Master's thesis, Chonnam National University, Gwangju, Korea
  36. Kim, C. S., & Mun, J. H. (2005). Analysis on cosmetics behavior and cosmetic preference of women aged in their 20’s. Journal of the Korean Home Economics Association, 43(11), 59-71
  37. Kim, Y. H. (1997). A positive study on purchase decision making of make-up cosmetic consumer: Focused on Seoul area resident. Master's thesis, Dongguk University, Seoul, Korea
  38. Kim, Y. K. (2002). Consumer value: An application to mall and internet shopping. International Journal of Retail & Distribution Management, 30(12), 595-602 https://doi.org/10.1108/09590550210453075
  39. Kim, Y. K., & Park, E. J. (2005). A difference in cosmetics evaluation criteria and consumer satisfaction according to life style-Focused on women university consumers of cosmetics specialty store. Journal of the Korean Society of Cosmetology, 11(1), 26-33
  40. Kim, Y. S. (2004). A study on the benefits sought and use of cosmetics. Journal of the Korean Society of Costume, 54(3), 95-104
  41. Ku, Y. S., Kwon, H. J., & Lee, S. M. (2000). A study on the cosmetics purchasing behavior of male college students by clothing involvement. Journal of Korean Society of Costume Culture, 8(2), 183-196
  42. Kwon, T. S., & Kim, Y. S. (2000). A study on the university student’s benefits sought and the use of information source on the hair care cosmetics. Journal of the Korean Society of Costume, 50(7), 97-111
  43. Lee, H. S., Kim, Y., & Jeong, J. H. (1999). Utilitarian/ hedonic shopping value and shopping satisfaction: Development and testing of a structural model. Journal of Korean Academic Society of Business, 28(2), 505-538
  44. Lee, J. Y., & Kim, Y. S. (1999). The cosmetics consumption behavior according to the life styles of university women. Journal of the Korean Society of Costume, 45, 147-159
  45. Lee, M. H. (2004). The influence of women’s self-concept on cosmetic benefits sought. The Research Journal of Costume Culture, 12(4), 614-627
  46. Lee, M. H., & Lee, E. S. (2003). A study on shopping orientation and post-purchase of cosmetics. Journal of Korean Society of Clothing and Textiles, 27(2), 250-260
  47. Lee, M. J. (2002). A study on life style and cosmetic purchase behavior of Korean females. Master's thesis, Chonnam National Unversity, Gwangju, Korea
  48. Li, H., Kuo, C., & Russell, M. (1999). The impact of perceived channel utilities, shopping orientations, and demographics on the consumer’s online buying behavior. Journal of Computer-Mediated Communication, 5. Retrived November 13, 2009, from http://www.ascusc.org/jcmc/vol5/issue2/hairong.html
  49. Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265 https://doi.org/10.1108/07363760610681655
  50. Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497 https://doi.org/10.1016/S0167-8116(97)00030-X
  51. Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, 39-56 https://doi.org/10.1016/S0022-4359(00)00045-2
  52. Morganosky, M. (1984). Aesthetic and utilitarian qualities of clothing: Use of multidimensional clothing value model. Home Economics Research Journal, 13, 12-20 https://doi.org/10.1177/1077727X8401300103
  53. Moschis, G. P. (1976). Shopping orientations and consumer uses of information. Journal of Retailing, 58(2), 61-70
  54. Moye, L. N., & Kincade, D. H. (2002). Influence of usage situations and consumer shopping orientations on the importance of the retail store environment. International Review of Retail, Distribution and Consumer Research, 12(1), 59-79 https://doi.org/10.1080/09593960110103823
  55. Mun, H. K., & Yoo, T. S. (2003). A study of the selfesteem, degree of appearance concern, clothing attitude and make-up. Journal of the Korean Society of Costume, 53(4), 101-112
  56. Norusis, M. (1994). SPSS user guide. SPSS Inc., Chicago
  57. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill, New York, NY
  58. O'Neal, G. S., Hines, J. D., & Jackson, H. O. (1990). Interpreting the meaning of consumer perceptions of clothing quality. In P. Horridge (Eds.), ACPTC Proceedings (pp.88). Monument, CO: The Association of College Professors of Textiles and Clothing
  59. Park, E. J., & Kang, E. M. (2005). Impacts of service quality and shopping value on consumers’ satisfaction for women in their 50’s and 60’s. Journal of Korean Home Economics Association, 43(10), 115-124
  60. Park, H. W., & Kim, Y. S. (2005). A study on the naturalistic cosmetics purchasing behavior according to well-being lifestyle of 20-30 aged woman. Journal of the Korean Society of Costume, 55(6), 93-106
  61. Ryou, E. J., & Cho, O. S. (2005). The effects of the internet shopping values on internet shopping behavior of apparel products-Focused on the shopping mall attributes and perceived risks. The Research Journal of the Costume Culture, 13(2), 209-220
  62. Rundle-Thiele, S. (2005). Elaborating customer loyalty: Exploring loyalty to wine retailers. Journal of Retailing and Consumer Services, 12, 333-344 https://doi.org/10.1016/j.jretconser.2004.11.002
  63. Schechter, L. (1984). A normative conception of value. Progressive Grocer Executive Report 2, 12-14
  64. Shang, R. A., Chen, Y. C., & Shen, L. (2005). Extrinsic versus intrinsic motivations for consumers to shop on-line. Information and Management, 42, 401-413 https://doi.org/10.1016/j.im.2004.01.009
  65. Song, H. I. (2002). A study on cosmetic purchasing behavior according to clothing shopping orientation of 20's females. Master's thesis, Sunchon National University, Sunchon, Korea
  66. Song, H. I., Lee, O. H., & Kang, Y. E. (2002). A study on cosmetics purchasing behavior according to clothing shopping orientation of 20’s female. Journal of the Korean Society of Clothing and Textiles, 26(11), 1593-1604
  67. Sun, J. H., & Yoo, T. S. (2004). A study on shopping orientation, information source, store image of consumers according to the distribution channels of cosmetics. Journal of the Korean Society of Clothing and Textiles, 28(5), 559-569
  68. Swaminathan, V., Lepkowska-White, E., & Rao, B. (1999). Browser or buyers in cyberspace? An investigation of factors influencing electronic exchange. Journal of Computer-Mediated Communication, 5. Retrived November 13, 2009, from http://www.ascusc.org/jcmc
  69. Sweeney, J., & Soutar, G. (2001). Consumer perceived value: The development of amultiple item scale. Journal of Retailing, 77, 203-220 https://doi.org/10.1016/S0022-4359(01)00041-0
  70. Um, J. N. (2004). A positive study on purchase behavior of Chinese medicine cosmetic. Master's thesis, Sookmyung Woman's University, Seoul, Korea
  71. Yoo, C. J., Hong, S. T., & Jung, H. E. (2006). In-depth study on women’s needs for makeup and consumption behavior of cosmetics products. Journal of Korean Academic Society of Business, 35(1), 21-49
  72. Yoon, S. H. (1993). A study on purchase behavior of Korean cosmetic consumer. Master's thesis, Kookmin University, Seoul. Korea