The Effects of Brand Value of Oriental Medicine Cosmetic on Purchase Intention

• 발행기관: 한국유통과학회
• 저자명: Jeong-Tae BAE Bo-Young KIM Sung-Ho OH
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 6 No.2, 105~117쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.04.30

영문 초록

The study aims to investigate the effects of brand value in the oriental medicine cosmetics market, as perceived by consumers, on brand satisfaction, brand loyalty, and purchase intention. The subjects were Korean and Chinese female consumers, the primary consumers of oriental medicine cosmetics. A total of 615 sample surveys were analyzed from consumers who have experience using oriental medicine cosmetics. Out of the sample, 264 respondents had used Oriental medicine cosmetics for one to four years, 199 respondents for more than four years, and 108 respondents for three months to a year. Based on existing research, we categorized the value of oriental medicine cosmetics brands into four dimensions: emotional, social, functional, and epistemic values. Whether brand satisfaction and brand loyalty can be mediating factors in brand value influencing purchase intention was inspected through several hypotheses. As a result, except for the epistemic value factor, the brand value factors were found to have a positive effect on brand satisfaction and brand loyalty. In addition, emotional, social, and functional brand value factors influence purchase intention through brand loyalty, and it was found that brand loyalty is an important factor for oriental medicine cosmetics consumers, however mediator effects did not appear for brand satisfaction.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Conclusions

References

키워드

Oriental Medicine Cosmetics Brand Value Purchase Intention Brand Satisfaction Brand Loyalty