The Effect of Consumption Value for Bio Cosmetics on Purchasing Behavior -Focusing on the mediating effect of brand loyalty-

Abstract

Purpose: The purpose of this study is to examine the effect of consumption value perceived by cosmetic consumers on brand loyalty and purchasing behavior of bio cosmetics through empirical analysis. Methods: To this end, multi-regression analysis was conducted to analyze the relationship between perceived consumption value, brand loyalty, and purchasing behavior. In addition, bootstrapping was performed to verify the mediating effect of brand loyalty. Results: The research results are as follows. First, among perceived consumption values of bio cosmetics, pleasure value, brand value, and functional value were found to have a significant positive (+) effect on brand loyalty. Second, brand loyalty of bio cosmetics was found to have a significant positive (+) effect on purchasing behavior. Third, among the consumption values perceived by bio cosmetics, functional value, pleasure value, and brand value were found to have a significant positive (+) effect on purchasing behavior. Fourth, the mediating effect of brand loyalty was confirmed in the relationship between perceived consumption value and purchasing behavior of bio cosmetics. Conclusion: The results of this study will be meaningful in that it empirically examines the influence relationship between consumption value and purchase behavior for bio cosmetics and examines the mediating effect of brand loyalty in the relationship between them. In the post-corona era, as new changes are expected throughout the cosmetic industry, a new trend appears in the cosmetic industry, and the need for value establishment is emerging. The results of this study will have great implications for the bio-cosmetic industry preparing for the post-corona era.