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The Effect of Shopping Orientation on Cosmetic Attribute Evaluation, Purchase Motivation, and Re-purchase Intention

Park, Hyun-Hee    (School of Business Administration, Kyungpook National University   ); Koo, Dong-Mo    (School of Business Administration, Kyungpook National University   ); Goldsmith, Elizabeth B.    (Department of Textiles and Consumer Sciences, Florida State University  );
  • 초록

    The Purpose of the current study is to investigate the differences in cosmetics attribute evaluation, purchase motivation, and brand re-purchase intention with respect to shopping orientations of Korean female university students. Questionnaires were distributed to 250 female students at Kyungpook National University and 220 completed questionnaires were analyzed. The results were as follows. First, shopping orientations and cosmetics attribute evaluation each generated four factor solutions, whereas cosmetics purchase motivations produced three factors. Second, three consumer groups - Efficiency Shopper Group, Indifference Shopper Group Ambivalence Shopper Group - with different shopping orientations were identified. Third, the study found significant differences in consumers' attribute evaluation such as function and price among the groups. The study also revealed a significant difference in contingent purchase motivations and brand re-purchase intention among the groups. From these results, we could identify that cosmetics re-purchase intention was significantly different among three different groups with different shopping orientations. Furthermore, consumer classification according to shopping orientations in cosmetics product purchase can be used by cosmetics marketers and managers to establish product plan and marketing strategy development. Additionally, the current study has originality and value that the relationship between shopping orientation and re-purchase intention has not been studied very much in the cosmetics product domain.


  • 주제어

    shopping orientation .   cosmetic attribute evaluation .   cosmetic purchase motivation .   re-purchase intention.  

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