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http://dx.doi.org/10.14400/JDC.2021.19.11.585

A Study on Mediating Effects in the Impact Relationship between Cosmetic-related Factors and Consumer Preferences  

BAE, HYE-KYUNG (Department of Beauty Care, Bucheon University)
Publication Information
Journal of Digital Convergence / v.19, no.11, 2021 , pp. 585-593 More about this Journal
Abstract
In this study, Author supposed that consumer preferences for domestic cosmetics may be different depending on the level of social support and advice & inducement from people around them, and analyzed whether these variables have mediating effects in the impact relationship between cosmetic-related factors and consumer preferences. For data collection, a questionnaire was conducted on women under 40 years of age living in the metropolitan area and analyzed through AMOS8 structural equation modeling. As a result of the analysis, it was found that advice & inducement had a very significant mediating effect on the consumer preference for domestic cosmetics, but social support did not have a mediating effect. Therefore, in order to increase the consumer preference for domestic cosmetics, it is necessary to find a way to activate the advice & inducement of the people.
Keywords
consumer preference; cosmetic quality; advice & inducement; social support; mediating effect;
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