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http://dx.doi.org/10.6115/fer.2017.043

A Post-Purchase Satisfaction of Skin Care Cosmetics Depending on a Pre-Purchase Utilization of Information Sources among Consumers in Their 20s  

Lee, Da Young (Department of Consumer Information Science, Konkuk University)
Lee, Seung Sin (Department of Global trade and Consumer, Konkuk University)
Lee, Young Hee (R&SD Strategy Center, Chungwoon University Industry-Academy Cooperation Foundation)
Publication Information
Human Ecology Research / v.55, no.6, 2017 , pp. 593-607 More about this Journal
Abstract
Cosmetics market information is important due to advances in information communication technology and the growth of cosmetics market. This study analyzed the relationship between the pre-purchase utilization of information (commercial, neutral, personal and experiential) and the post-purchase satisfaction of skin care cosmetics, categorized as functionality, safety, economic feasibility, information reliability, purchase convenience, condition of purchase place, packaging/design of product and service. This study analyzed reliability, frequency, differences, correlation and regression analysis using SPSS ver. 24.0. The study results are summarized as follows. First, gender was a significant variable in the level of information source utilization. Women used commercial, neutral, and experiential information sources more actively than men. However, women had lower post-purchase satisfaction that could be understood through expectation disconfirmation theory. Women have very high expectations that can lower post-purchase satisfaction. Second, information source utilization can improve post-purchase satisfaction for cosmetics. The consumer post-purchase satisfact the lowest in the commercial information source; however, consumers were satisfied when the commercial informationinformation sourceenon and regre. Third, the consumeried itnformation sourceenon and regression analysis ial, neutral,source and reflected the characteristics of experiential goods. Therefore, companies should provide accurate commercial, personal and experiential information to increase consumervide accurate commercial, per as well as conduct experiential marketing.
Keywords
skin care cosmetics; pre-purchase utilization; information source; post-purchase satisfaction;
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