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KMID : 1145120230210010001
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Asian Journal of Beauty and Cosmetology
2023 Volume.21 No. 1 p.1 ~ p.12
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Effect of Consumer Propensity to Consumption on Bio Cosmetics Selection Attributes and Purchasing Behavior
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Lee So-Yeon
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Abstract
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Purpose: The purpose of this study is to examine the effect of consumers' consumption propensity on functional choice attributes and purchasing behavior through empirical analysis.
Methods: A survey was conducted for two weeks from March 5 to March 19, 2022, targeting adults in their 20s or older in the Seoul metropolitan area, and the 237 questionnaires that faithfully responded were used as analysis data.
Results: First, among the consumption propensities, resourcesaving propensity, planned purchasing propensity, and value-oriented propensity had a significant positive effect on functional selection attributes. However, impulse buying tendency was found to have a significant negative effect on functional selection attributes. Second, the functional selection attribute of cosmetics was found to have a significant positive effect on the purchase behavior of bio cosmetics.
Third, among consumption propensities, resource-saving propensity, planned purchasing propensity, and value-oriented propensity had a significant positive effect on bio cosmetics purchasing behavior, and impulse purchasing propensity had a significant negative effect on product purchasing behavior. Fourth, the mediating effect of the selection attribute on the relationship between consumption propensity (resource-saving, planned purchasing, value orientation, impulse purchase) and purchasing behavior was confirmed.
Conclusion: This study is meaningful in that it empirically examines the influence relationship between consumption propensity and bio cosmetics purchasing behavior and examines the mediating effect of functional selection attributes. It will have great implications for the bio-cosmetics industry preparing for the post-corona era.
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KEYWORD
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Bio cosmetics, Consumption propensity, Functional selection attributes, Purchasing behavior, Post-coronavirus
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