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http://dx.doi.org/10.22156/CS4SMB.2021.11.10.250

The Impact Relationship of Cosmetic Quality, Consumer's Preference, Advice & inducement on Purchasing Behavior-Focused on the Mediating Effect of Perceived Behavior Control  

Bae, Hye-Kyung (Department of Beauty Care, Bucheon University)
Publication Information
Journal of Convergence for Information Technology / v.11, no.10, 2021 , pp. 250-257 More about this Journal
Abstract
The author tried to verify the mediating effect of the variable, perceived behavioral control, in the relationship between the independent variables(cosmetics-related variables, consumer's preference, advice & inducement), and the dependent variable(purchasing behavior), through AMOS structural equation modeling. As a result of analyzing the mediating effect in the impact relationship between latent variables, it was found that PBC(perceived behavior control) plays a mediating role in the impact relationship between CQ(cosmetics quality) and PB(purchasing behavior). Author found that the higher the quality of cosmetics and the greater the perceived behavior control in domestic cosmetics purchasing behavior, the more likely it will lead to purchasing behavior. In this context, while efforts are being made to improve cosmetic quality, measures to increase perceived behavior control, which can be said to be autonomy in purchasing behavior, should be sought.
Keywords
Cosmetic Quality; Consumer's Preference; Advice & Inducement; Perceived Behavior Control; Purchasing Behavior;
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