Indian Journal of Science and Technology

Abstract

Objectives: This research aims to analyze and compare the differences in the satisfaction that South Korean consumers gain from purchasing cosmetics online or offline and the effect that such satisfaction has on consumers’ repurchase intentions. Methods/Statistical Analysis: The questionnaire consists of questions regarding product attributes, service attributes; transaction attributes customer satisfaction and repurchases intention. The survey was administered to women in the Seoul metropolitan area who had purchased cosmetics both online and offline. A total of 200 questionnaires were distributed, 165 were collected, and 139 were used as the data for analysis. The main analysis was used as cronbach's alpha coefficient, one-sample t-tests, and regression analysis. Findings: The age distribution of the 139 respondents was as follows: 5.0% were in their teens, 45.3% were in their 20s, 21.6% were in their 30s, and 28.1% were in their 40s. Three factors—product, service, and transaction attributes—grouped as purchase determinants have an explanatory power of 61.2%. Reliability analysis shows that Cronbach’s α for all of those purchase determinants’ were greater than 0.6. The results of the testing of hypothesis 1, for all of the factors considered, including product attributes, service attributes, transaction, customer satisfaction with offline purchases was greater than that with online purchases. The result of testing the second hypothesis, the online channel for cosmetics needs to improve product selection, customer service, and product display and the offline channel, delivery time. The result of testing the third hypothesis, the models for both online purchase and offline purchase have p-values of less than 5%, the significance level; therefore, both models are valid. Improvements/Applications: Future research should conduct a deeper review of the existing literature, consider additional factors that may influence cosmetics purchases in both online and offline channels, and establish a more sophisticated model.
Keywords: Average Life Expectancy, Dental Care, Dental Health Conditions, Overall Health, Visually Impaired