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http://dx.doi.org/10.18807/jsrs.2020.10.3.103

Effects of Chinese Consumer lifestyles on perceived value, purchase intention, and satisfaction of Korean medium & low price cosmetics  

Kim, MinJeong (Graduate School of Business Administration, Kookmin University)
Rhee, Hyongjae (College of Business Administration, Kookmin University)
Publication Information
Journal of Service Research and Studies / v.10, no.3, 2020 , pp. 103-118 More about this Journal
Abstract
Chinese economic growth and Chinese adoption of foreign cultures have changed varied phenomena, consumption patterns and consumer life-styles, in particular. In order to understand behavior of Chinese consumers, it is critical to explore their lifestyles and its effects on their purchase behavior. For attaining this goal, our research classifies Chinese consumer lifestyles related to cosmetics, into four types: brand oriented, price sensitive, rational consumption, and impulse buying. The research further analyzes the effects of consumer lifestyles on perceived value, satisfaction, and purchase intention in each case of skin care cosmetics and make-up cosmetics. Significant difference are found in perceived value, satisfaction, and purchase intention of skin care cosmetics exists between brand-oriented type and rational consumption type. This is also the case between rational consumption type and impulse buying type. Purchase intention is only found to be different between rational consumption type and price sensitive type. In case of make-up cosmetics, significant differences in perceived value, satisfaction, and purchase intention in the pairs of brand-oriented type and rational consumption type, rational consumption type and impulse buying type, and rational consumption type and price sensitive type. This implies rational consumption type should be more appropriate target consumers in the Chinese cosmetics market.
Keywords
Chinese consumer lifestyles; perceived value; purchase intention; satisfaction; Korean medium & low priced cosmetics; skin care cosmetics; make-up cosmetics;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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