The Effect of Perceived Value of K-Beauty Cosmetic Consumer on In-Store Attitude, Satisfaction and Behavioral Intention : Focused on Moderating Effect of Cosmetic Ingredient Consideration

This study aims to analyze the structural relationships of K-beauty cosmetics consumers’ perceived value on in-store attitudes, satisfaction, and behavioral intentions, and to provide useful implications for the K-beauty retail industry. The survey was conducted among women in their 20s to 40s who have used K-beauty cosmetics stores in Korea, and the collected data were validated through structural equation model (SEM) analysis. Among the measurement tools used in this study, perceived value was categorized into four dimensions: functional value, economic value, emotional value, and convenience value. The results of this study are as follows. First, the perceived value of K-beauty cosmetics consumers has a significant effect on both in-store attitude and satisfaction. Second, the in-store attitude of K-beauty cosmetics consumers has a significant effect on behavioral intention. Third, K-beauty cosmetics consumers’ satisfaction has a significant effect on behavioral intention. Fourth, the structural relationships among the constructs were found to have a moderating effect depending on whether or not cosmetic ingredients were considered when purchasing cosmetics. Academically, this study identified the relationship between perceived value, in-store attitude, and satisfaction as antecedents that influence behavioral intention of K-beauty cosmetics store users. In practical terms, the study discussed the implications that K-beauty cosmetics stores need to actively pay attention to providing functional products at reasonable prices, convenient store management, and differentiated customer service that can create emotional resonance.