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has been cited by the following article:

• TITLE: Consumer Knowledge, Brand Image, Openness to Experience and Involvement: A Case in Cosmetic Consumption

  AUTHORS: Ya-Chen Lu, Kuan-Nien Chen

  KEYWORDS: Theory of Planned Behavior, Cosmetics, Brand Image, Involvement, Consumer Knowledge, Openness to Experience, Consumer Behavior

  JOURNAL NAME: Journal of Cosmetics, Dermatological Sciences and Applications, Vol.7 No.4, December 28, 2017

  ABSTRACT: The study adopted the theory of planned behavior (TPB) as research model to inspect what factors would influence consumers to purchase cosmetics by adding brand image, involvement, consumer knowledge and openness to experience to the model. A 7-point Likert scale questionnaire was designed to measure TPB items and totally 400 valid respondents were collected online. The results show that among the above, only “perceived behavioral control” has positive influence on intention of purchasing cosmetics. Neither attitude nor subjective norm has significant influence on purchasing intention. In addition, brand image and involvement have no significant influence on purchasing intention but consumer knowledge and openness to experience were found to have positive influence on purchasing intention.