Repurchase Intention of Korean Beauty Products Among Taiwanese Consumers

The purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products. This study uses a quantitative approach to test the proposed hypotheses using Structural Equation Modeling (SEM). Causal research design is used to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention of Korean cosmetics products. Results show that Perceived Price (PP) and Country of Origin (COO) significantly influence Word-of-Mouth (WOM). PP, COO and WOM significantly influence Repurchase Intention (RI). WOM is the most influential variable toward RI, followed by COO and PP. Very few studies have examined a general construct of repurchase intention related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Secondly, it underscores the role of WOM between the independent variables (PP & COO) and RI as the dependent variable.