The Effect of Value Perception of Home Beauty Device on its Selection Attributes and Behavioral Intentions

Abstract

This study attempted to investigate the influence of the consciousness of the value of Home-use Aesthetic Device on product selection attributes and behavioral intention through analysis of causality among variables. The questionnaire for this study was distributed to adult men and women in their 20s to 50s living in Gwangju Metropolitan City for a total of 49 days from March 25 to May 12, 2020. The questionnaire was created by the self-filling method and the neighbor online questionnaire method. In the questionnaire, a total of 380 copies were distributed and 318 copies were collected, and 266 copies were used as the final sample, excluding the damaged 52 copies. The collected data were analyzed, using SPSS WIN 21.0. The above results confirmed causality between the consciousness of the value of Home-use Aesthetic Device and product selection attributes/behavioral intention. In relations between its sub-factors and product selection attributes/behavioral intention, ‘expected value’ was the key factor while ‘emotional value’, ‘materialistic value’ and ‘other-oriented value’ were also important. In product selection attributes, on the contrary, quality, price and brand awareness were all core factors in relations with behavioral intention.