The Effect of Theory of Planned Behavior (TPB) Factors on Purchasing Behavior Intention of Cosmetic Consumers: Mediating Effect of Information Seeking Behavior, Moderating effect of consumption tendency

This study applied the Theory of Planned Behavior (TPB) to identify the factors of TPB that influence the purchase behavior intention of cosmeceutical consumers and examined the mediating effect of information-seeking behavior in these relationships. The study was conducted over a three-week period, from the first to the third week of August 2024, targeting women aged 20 and above residing in the Seoul metropolitan area. A total of 325 respondents were used for statistical analysis. The summary of the results based on hypothesis testing is as follows. First, among the sub-factors of the Theory of Planned Behavior, attitude, subjective norms, perceived control, and purchase experience were found to have a significant positive influence on purchase behavior intention. Second, the TPB sub-factors of attitude, subjective norms, perceived control, and purchase experience were also found to significantly positively affect information-seeking behavior. Third, information-seeking behavior was found to have a significant positive impact on purchase behavior intention. Fourth, a mediating effect of information-seeking behavior was confirmed in the relationship between the sub-factors of TPB and purchase behavior intention. Fifth, the moderating effect of consumption propensity was confirmed. It should be noted that the results of this study are limited to the female respondents aged 20 and above residing in Seoul and the surrounding metropolitan area, thus caution should be exercised in generalizing the findings.