The Effects of Perceived Values of Customized Cosmetics on Reliability and Repurchase Intention

Abstract

This study attempted to investigate the perceived values and reliability of customized cosmetics, which have recently drawn attention in the beauty market, among those who have purchased and used them and analyze the influence of such perceived values and the reliability of the customers' repurchase intention. For this, a questionnaire survey was performed among girls and adult women in their 10s or older living in Gwangju and Jeollanam-do, who have previously used customized cosmetics from August 5 to October 15, 2018. A total of 146 copies of the 200 distributed questionnaires were used for the final analysis. For data analysis, SPSS 21.0 was used. For the testing of research problems, frequency analysis, descriptive statistics, exploratory factor analysis, Cronbach's alpha, and regression analysis were conducted. The study results found the following: First, the perceived values had a statistically significant effect on the repurchase intention. Second, perceived values revealed a statistically significant influence on reliability. Third, reliability showed a statistically significant influence on the repurchase intention.

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