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Asian J Beauty Cosmetol > Accepted Articles

doi: https://doi.org/10.20402/ajbc.2017.0160    [Accepted]
Purchase Behavior and Satisfaction of Online-only Brand Cosmetics
Jin-A Kim, Yun-Kyoung Oh
Department of Cosmetology, Changshin University, Changwon-si, Korea
Corresponding author:  Jin-A Kim ,Tel: +82 55 250 1212, Fax: +82 55 250 1215, Email: yk212@cs.ac.kr
Received: July 6, 2017;  Accepted: October 25, 2017.  Published online: February 13, 2018.
This study aims to provide basic information on consumer marketing in the online cosmetics market by analyzing the sales characteristics of online-only cosmetics brands and identifying the factors influencing consumers’ purchasing and repurchasing patterns.
Six brands were selected through a keyword search and awareness survey, and their sales characteristics were analyzed from their homepages. The questionnaire surveyed 200 women in their 20s and 30s in Busan and Gyeongsangnam-do to investigate their cosmetics purchase pattern, purchase satisfaction, and repurchase intention. The collected data were analyzed by frequency analysis, descriptive statistics, factor analysis, and regression analysis using the SPSS statistical program.
First, online-only cosmetic brands often had featured products, which were highlighted and marketed through easy and characteristic product names or through various events. Second, we examined the purchasing patterns for the products of online-only cosmetics brands. Our findings showed that basic cosmetics and base makeup products were the main purchases. However, the average purchase amount or repurchase rate for the same product was low. Third, we identified four components of purchase satisfaction for online-only cosmetics brands: service and quality, product assortment, ease of use, and economy. Of these, ease of use was correlated with the highest purchase satisfaction and significant influence on repurchase intention.
Trust and satisfaction in the quality and service of online-only cosmetics brands must be increased by improving the convenience of accessing the homepage, ordering process, and delivery information. This can be expected to have a positive impact on repurchases.
Key words: Online-only brand, Cosmetics, Purchase behavior, Repurchase intention, Satisfaction
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