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KMID : 1145120190170040499
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Asian Journal of Beauty and Cosmetology
2019 Volume.17 No. 4 p.499 ~ p.509
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Relationship between Consumers' Exploring Cosmetics Information Behavior and Satisfaction and Recommendation Intention
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Son Hyo-Jeong
You Seon-Hee
Park Cho-Hi
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Abstract
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Purpose: This study was aimed at providing greater insight and understanding regarding female cosmetics consumers in their twenties marketing cosmetics, by assessing their influence on, and relationship with, their satisfaction and recommendation intentions. This study focuses on women in their twenties who are actively interested in the beauty and cosmetics industry and have ease in terms of searching for relevant information.
Methods: The collected data were analyzed by the SPSS WIN 25.0 program. We calculated the frequency and percentage to identify not only the general characteristics of the study subjects but also the underlying utilization characteristics regarding inquiries and information on cosmetics. Furthermore, a regression analysis and an intermediate effects analysis were conducted to identify the effects and relationships between these factors. In addition, a reliability analysis was employed and so was a correlation analysis between the derived factors and the degree of recommendation of cosmetics information and satisfaction.
Results: Our analysis exhibited a relatively high correlation between customer purchasing satisfaction and recommendation intention. Furthermore, regression analysis results showed that recommendation intention had a significant effect on information search for cosmetics and that satisfaction showed a medial effect when information search behavior for cosmetics affected recommendation intention.
Conclusions: This study highlights that when consumers provide reliable and objective information that is, in turn, used as a marketing tool for cosmetics, they are more likely to expect positive marketing effects and recommendations.
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KEYWORD
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Consumers, Cosmetic information, Satisfaction, Recommendation Intention, Utilization characteristics
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