References

• Agarwal, R., & Prasad, J. (1998a). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9, 204–215.
   Web of Science ®Google Scholar
• Agarwal, R., & Prasad, J. (1998b). The antecedents and consequents of user perceptions in information technology adoption. Decision Support Systems, 22, 15–29.
   Web of Science ®Google Scholar
• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.
   Google Scholar
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior Human Decision Processes, 50, 179–211.
   Web of Science ®Google Scholar
• Ajzen, I. (2002). Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review, 6, 107–122.
   Web of Science ®Google Scholar
• Alam, A., Arshad, M. U., & Shabbir, S. A. (2012). Brand credibility, customer loyalty and the role of religious orientation. Asia Pacific Journal of Marketing and Logistics, 24, 583–598.
   Google Scholar
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411–423.
   Web of Science ®Google Scholar
• Auty, S., & Elliott, R. (1998). Fashion involvement, self-monitoring and the meaning of brands. Journal of Product and Brand Management, 7, 109–123.
   Google Scholar
• Autio, E., Keeley, R. H., Klofsten, M., & Ulfstedt, T. (1997). Entrepreneurial intent among students: Testing an intent model in Asia, Scandinavia and USA. Babson College Frontiers of Entrepreneurship Research. Retrieved from http://www.babson.edu/entrep/fer/papers97/autio/aut1.htm, accessed 20 March 2013.
   Google Scholar
• Aurier, P., & de Lanauze, G. S. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46, 1602–1627.
   Web of Science ®Google Scholar
• Avlonitis, George J., & Panagopoulos, Nikolaos G. (2005). Antecedents and Consequences of CRM Technology Acceptance in the Sales Force. Industrial Marketing Management, 34, 355–368.
   Web of Science ®Google Scholar
• Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421–458.
   Web of Science ®Google Scholar
• Bartlett, C. A. (2004). P&G Japan: The SK-II Globalization Project. Harvard Business School, Case 303–003 (March), 1–24.
   Google Scholar
• Beausoleil, Natalie (1994). Makeup in Everyday Life. In NicoleSault (Ed.), Many Mirrors (pp. 33–57). New Brunswick, NJ: Rutgers University Press.
   Google Scholar
• Brady, M. K., Gary, A., Knight, G. A., Cronin, J. J., Hult, G. T. M., Bruce, D., & Keillor, B. D. (2005). Removing the contextual lens: A multinational, multi-setting comparison of service evaluation models. Journal of Retailing, 81, 215–230.
   Web of Science ®Google Scholar
• Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Testing structural equation models. Bollen, K.A. and Longeds, J.S.CA: Sage Publications.
   Google Scholar
• Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitraitmultimethod matrix. Psychological Bulletin, 56, 81–105.
   PubMed Web of Science ®Google Scholar
• Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2003). Applied multiple regression/correlation analysis for the behavioral sciences (3rd ed.). Mahwah, NJ: Erlbaum.
   Google Scholar
• Connolly, R., & Bannister, F. (2008). Factors influencing Irish consumers' trust in internet shopping. Management Research News, 31, 339–358.
   Google Scholar
• Delgado-Ballester, E. D., & Munuera-Alemán, J. L. M. (2005). Does brand trust matter to brand equity?Journal of Product & Brand Management, 14, 187–196.
   Google Scholar
• Dellinger, K., & Williams, C. L. (1997). Makeup at work: Negotiating appearance rules in the workplace. Gender & Society, 11, 151–177.
   Web of Science ®Google Scholar
• Ekiz, E. H., & Au, N. (2011). Comparing Chinese and American attitudes towards complaining. International Journal of Contemporary Hospitality Management, 23, 327–343.
   Web of Science ®Google Scholar
• Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human Relations, 16, 233–239.
   Web of Science ®Google Scholar
• Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
   Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
   Web of Science ®Google Scholar
• Goldsmith, R. E., d'Hauteville, F., & Flynn, L. R. (1998). Theory and measurement of consumer innovativeness: A transnational evaluation. European Journal of Marketing, 32, 340–353.
   Google Scholar
• Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19, 209–221.
   Google Scholar
• Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7, 283–295.
   Web of Science ®Google Scholar
• Im, S., Bayus, B. L., & Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior. Journal of the Academy of Marketing Science, 31, 61–73.
   Web of Science ®Google Scholar
• Jordaan, Y., & Simpson, M. (2006). Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre. Journal of Family Ecology and Consumer Sciences, 34, 32–40.
   Google Scholar
• Kim, M. (2011). Our brand or their brand? Consumers' responses to negative consumer-generated product reviews regarding domestic versus foreign brands. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 21, 126–136.
   Google Scholar
• Kim, W., Di Benedetto, C. A., & Hunt, J. M. (2012). Consumer innovativeness and consideration set as antecedents of the consumer decision process for highly globalized new products: A three-country empirical study. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 22(1), 1–23.
   Google Scholar
• Ko, E., Lee, J. -H., Kim, A. J., & Burns, L. D. (2010). Moderating effect of lifestyle on consumer behavior of loungewear with Korean traditional fashion design elements. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 20, 15–26.
   Google Scholar
• Ko, E., Sung, H. W., & Yoon, H. (2008). The effect of attributes of innovation and perceived risk on product attributes and intention to adopt smart wear. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 18(2), 1–23.
   Google Scholar
• Kumar, S. (2005). Exploratory analysis of global cosmetic industry: Major players, technology and market trends. Technovation, 25, 1263–1272.
   Web of Science ®Google Scholar
• Kumar, S., Massie, C., & Dumonceaux, M. D. (2006). Comparative innovative business strategies of major players in cosmetic industry. Industrial Management and Data Systems, 106, 285–306.
   Web of Science ®Google Scholar
• Kyung, S. B. (2012). The impact of consumer innovativeness, attitude, and subjective norm on cosmetic buying behavior: Evidence from APU female students. Beppu: Asia Pacific University.
   Google Scholar
• Lee, H. Y., Qu, H., & Kim, Y. S. (2007). A study of the impact of personal innovativeness on online travel shopping behavior – A case study of Korean travellers. Tourism Management, 28, 886–897.
   Web of Science ®Google Scholar
• Marcoux, D. (2000). Appearance, cosmetics, and body art in adolescents. Dermatologic Clinics, 18, 667–673.
   PubMed Web of Science ®Google Scholar
• Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4, 229–243.
   Web of Science ®Google Scholar
• Miller, L., & Cox, C. (1982). For appearance's sake: Public self-consciousness and makeup use. Personality and Social Psychology Bulletin, 8, 748–751.
   Web of Science ®Google Scholar
• Mulhern, R., Fieldman, G., Hussey, T., Le´veˆque, J. L., & Pineau, P. (2003). Do cosmetics enhance female Caucasian facial attractiveness. International Journal of Cosmetics Science, 25, 199–205.
   PubMedGoogle Scholar
• Nowell, C., & Stanley, L. R. (1991). Length-biased sampling in mall intercept surveys. Journal of Marketing Research, 28, 475–480.
   Web of Science ®Google Scholar
• O'Cass, A., & Fenech, T. (2003). Web retailing adoption: Exploring the nature of internet users web retailing behavior. Journal of Retailing and Consumer Services, 10, 81–94.
   Google Scholar
• Park, J., Ko, E., & Kim, S. (2010). Consumer behavior in green marketing for luxury brand: A cross-cultural study of US, Japan and Korea. Journal of Global Academy of Marketing Science: Bridging Asia and the World, 20, 319–333.
   Google Scholar
• Peiss, K. (1998). Hope in a Jar: The making of the American beauty culture. New York: Metropolitan Books.
   Google Scholar
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. -Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879–903.
   PubMed Web of Science ®Google Scholar
• Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12, 531–544.
   Web of Science ®Google Scholar
• Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of Business Research, 57, 671–677.
   Web of Science ®Google Scholar
• Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search. Journal of Retailing, 77, 397–416.
   Web of Science ®Google Scholar
• Souiden, N., & Diagne, M. (2009). Canadian and French men's consumption of cosmetics: A comparison of their attitudes and motivations. Journal of Consumer Marketing, 26, 97–109.
   Google Scholar
• Steenkamp, J. E. M., Ter hofstede, F., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63, 55–69.
   Web of Science ®Google Scholar
• Tajeddini, K. (2010). Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland. Tourism Management, 31, 221–231.
   Web of Science ®Google Scholar
• Tajeddini, K. (2011). Customer orientation, learning orientation, and new service development: An empirical investigation of the Swiss hotel industry. Journal of Hospitality & Tourism Research, 35, 437–468.
   Web of Science ®Google Scholar
• Tajeddini, K., Elg, U., & Trueman, M. (2013). Efficiency and effectiveness of small retailers: The role of customer and entrepreneurial orientation. Journal of Retailing and Consumer Services, 20, 453–462.
   Google Scholar
• Tajeddini, K., & Tajeddini, K. (2012a). Organizational and personal innovativeness. Comparing high technology firms in developed and developing countries: Cluster growth initiatives (pp. 217–225). Hershey: IGI Publisher.
   Google Scholar
• Tajeddini, K., & Tajeddini, K. (2012b). A synthesis of contemporary organisational innovativeness perspectives. International Journal of Business Innovation and Research, 6, 532–555.
   Google Scholar
• Tajeddini, K., & Trueman, M. (2014). Perceptions of innovativeness among Iranian hotel managers. Journal of Hospitality and Tourism Technology, 5, 62–77.
   Google Scholar
• Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6, 144–176.
   Web of Science ®Google Scholar
• Vanessa, A.-I., Hartmann, P., Diehl, S., & Terlutter, R. (2010). Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits. Journal of Business Management, 5, 792–802.
   Web of Science ®Google Scholar
• Venkatesh, V., Morris, M. G., & Ackerman, P. L. (2000). A longitudinal field investigation of gender differences in individual technology adoption decision-making processes. Organizational Behavior and Human Decision Processes, 83, 33–60.
   PubMed Web of Science ®Google Scholar