Effect of Perceived Value of Bio Cosmetics on Trust and Repurchase Intention

Abstract

Purpose: The purpose of this study is to examine the factors of perceived consumption value of bio cosmetics and to examine how the consumption value of bio cosmetics affects trust and repurchase intention through empirical analysis. Methods: Adults in their 20s or older living in the Seoul metropolitan area were set as a sample group, and a survey was conducted for 2 weeks from the 1st week to the 2nd week of March 2022. Excluding insincere responses, only 236 valid data were used for the final analysis. The statistical analysis of the data was conducted using SPSS 27.0 and SPSS Macro 3.4. This involved assessing the validity and reliability of the measurement tools, examining correlations, and performing multiple regression analysis and bootstrapping for hypothesis testing. Results: First, among the consumption values of bio cosmetics, functional value, social value, and emotional value were found to have a significant positive (+) effect on trust. Second, trust in bio cosmetics was found to have a significant positive (+) effect on repurchase intention. Third, it was found that functional value, social value, and emotional value, which are factors of consumption value of bio cosmetics, had a significant positive (+) effect on repurchase intention. Fourth, the mediating effect of trust was confirmed in the relationship between the consumption value of bio cosmetics and the intention to repurchase. Conclusion: The results of this study will be meaningful in that it empirically examines the influence relationship between consumption value and repurchase intention for bio cosmetics and examines the mediating effect of trust. It will have great implications for the bio-cosmetics industry preparing for the post-corona era.