Cosmetic buying behavior: examining the effective factors

Abstract

This paper reports on the results of a cross-sectional study that focused on the impact of attitudes, subjective norms and consumer innovativeness on intention to purchase cosmetic products. Beginning with the Theory of Reasoned Action (Ajzen & Fishbein, 1980; Fishbein, 1980; Fishbein & Ajzen, 1975), several models have been proposed to conceptualize the complex behavioral and social process by which individuals adopt new products. We argue here that the inclusion of an important individual difference variable – consumer innovativeness in conjunction with attitude and perceptions of subjective norms – would help us further understand both how perceptions are formed and the subsequent role they play in purchase intentions regarding cosmetic products. Data were collected through a mall-intercept questionnaire conducted in different well-known shopping malls in Sweden. Analyses included tests of the significance impact of these variables on intention to purchase cosmetic products. The findings offer lessons for practitioners and more avenues of study for researchers. The paper advances the understanding of three key antecedents by investigating structural relationships among attitudes towards new cosmetic products, novelty-seeking tendencies, behaviors and attitudes of people with the intention to purchase skin care and make up products.

公元前400年，希腊奥林匹克运动员使用沙土和油混合制成的防晒油保护皮肤。公元前600年，中国人运用树胶，蛋白，明胶与蜂蜡研制出指甲油。近几十年来，化妆品产业的发展日新月异，同时，亚洲、东欧与南美市场的消费需求量也飞速增长。虽然化妆品的使用随着时代的变迁不断改变，但无论在哪个时代，无论在世界哪个角落，爱美之心人皆有之；在现代社会，女性是化妆品与护肤品的主要消费者和使用者。

化妆品与美的联系非常密切，因为化妆品与服装和首饰一样，是女性对追求美的一种重要表达方式。化妆品行业是一个全球公认的高速发展，引人注目，高利润，创新型，但同时竞争激烈的行业。据数据监控（2010）显示，2009年全球市场规模为2237亿美元，与2008年的2156亿美元的市场规模相比提升了3.7%。

本研究基于一个跨域研究结果，主要研究态度，主观规范与消费者创新对化妆品产品购买意图的影响。首先运用理性行为理论(Ajzen&Fishbein, 1980; Fishbein, 1980; Fishbein&Ajzen, 1975)构建模型，将消费者使用新产品采用的复合行为与社会进程概念化。本研究认为纳入重要个体差异化变量（消费者创新与主观规范的态度和认知）可以帮助我们更加深入的了解认知是如何形成的，并且化妆品产品购买意图中认知的作用。

本文数据来自瑞典知名购物中心的拦截访问。本研究包括对化妆品产品购买意图变量影响的测试。结果为从业者与研究者提供了重要参考价值。本文通过研究对新化妆品产品的态度，创新潮流，他人购买护肤及化妆品的行为和态度之间的结构关系深入探讨了三个主要前提条件。

Keywords::

• attitudes
• subjective norms
• consumer innovativeness
• skin care
• make up products

Keywords::

• 态度，主观规范，消费者创新，护肤，化妆品

About the author

Dr Kayhan Tajeddini, having joined Lund University in 2011, is an Associate Professor (docent) at the Department of Business Administration, School of Economics and Management, Lund University, Sweden. He has accumulated a breadth of teaching, research and industry experiences in the domestic and international environments. He has an MBA with emphasis in marketing strategy and received his PhD in innovation strategy management from Bradford School of Management, UK. Dr Tajeddini has published in premier peer-reviewed journals including Long Range Planning, Tourism Management, International Journal of Hospitality Management, Journal of Marketing Management, Journal of International Entrepreneurship, Journal of Hospitality & Tourism Research, Journal of Retailing and Consumer Services, Journal of Hospitality and Tourism Technology, Journal of Workplace, International Entrepreneurship and Management Journal and Learning, Education, Business, among others. Kayhan Tajeddini is the corresponding author and can be contacted at: [email protected]

Notes

^1. where CR =  composite reliability for scale η;  =  standardized loading for scale item , and  =  measurement error for scale item (Fornell & Larcker, 1981).

^2. where V_η =  average variance extracted for η;  =  standardized loading for scale item , and  =  measurement error for scale item (Anderson & Gerbing, 1988).