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.