Effects of perceived quality on consumer attitudes and satisfaction: Focus on lip products.

Abstract

Growth of national and economic development industrial and economic standards has raised women's social status, and the consumption value of aesthetic pursuit, which is the mainstream among women's diverse needs as consumers, has been increasing in quantities. This study attempted to investigate what are the consumer selection criteria for lip products represented by the lipstick effect that creates continuous demand even in the COVID-19 era, and the main factors driving the continuous demand for lip products. We collected research data through a survey targeting 600 male and female consumers who had purchased lip products through online/offline stores during the COVID-19 period (2020-2021) in Korea. As a result of examining the effect of perceived quality on consumer attitude formation on lip products, the factors of usability sensitivity and price had a positive effect on consumer attitude formation. Consumer awareness of lip products naturally acts as a bridge to consumer satisfaction. This study focused on consumers' perception and potential for development of lip products whose demand has rather rebounded due to the lipstick effect during the COVID-19 crisis. It is thought that this will act as a positive mechanism for the formation of a favorable attitude toward lip products by consumers.