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The Effect of Cosmetic Consumption Need on Buying Motive, Brand Satisfaction, Attachment, and Loyalty

화장품 소비욕구가 구매동기, 브랜드 만족, 애착 및 충성도에 미치는 영향

  • Lee, Jin (Dept. of Clothing & Textiles, Konkuk University) ;
  • Hwang, Jin Sook (Dept. of Apparel Design, Konkuk University)
  • 이진 (건국대학교 의류학과) ;
  • 황진숙 (건국대학교 의상디자인 전공)
  • Received : 2013.06.19
  • Accepted : 2013.10.18
  • Published : 2013.10.31

Abstract

This study provides an efficient marketing strategy for the cosmetic market by analyzing the effect of consumer desire on buying motive, brand satisfaction, brand attachment, and brand loyalty. The research conducted a survey using convenience sampling for adult women (from 20 years to 60 years) who purchased cosmetic items within 6 months. A total of 463 samples were used for the final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and a structural equation modeling analysis. Customer cosmetic consumption need had six factors: exhibition need, safety need, need to look younger and to pursue beauty, need to go along with others, eco-friendly need, and pleasure need. The buying motive had four factors: others-oriented motive, motive to keep skin healthy, economic motive, and motive to change products. The causality model showed that customer consumption need influenced buying motive, brand satisfaction, brand attachment, and brand loyalty. There were also significant effects on buying motive for brand satisfaction, brand attachment, and brand loyalty. In addition, there were indirect effects on the relationship between customer consumption need and brand loyalty. The pursuit for pleasure had a significant indirect effect on brand loyalty.

Keywords

References

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