맞춤형화장품의 제품 품질 및 조제관리사의 서비스 품질과 구매의도 간 관계에서 신뢰의 매개효과 = The mediating effect of consumer’s trust in the relationship between the product quality of customized cosmetics, the service quality of preparation managers, and purchase intention

다국어 초록 (Multilingual Abstract)

This study aimed to verify whether consumer’s trust has a significant mediating effect in the relationship between the product quality of customized cosmetics, the service quality of preparation managers, and consumers’ purchase intention, based on the aspects of consumption promotion and sales efficiency of customized cosmetics in the diversified demand for cosmetics. 316 customized cosmetics consumers were randomly sampled and the collected data was surveyed using the questionnaire method, and multiple regression analysis and mediation effect analysis were conducted, and the significance of the indirect effect of the mediator was verified through bootstrapping. The main analysis results of this study are as follow: First, the product quality of customized cosmetics also had a significant positive (+) effect on consumer’s trust and purchase intention, respectively. Second, the service quality of preparation managers had a significant positive (+) effect on consumer’s trust and purchase intention, respectively. Third, the trust of customized cosmetics consumers had a significant positive (+) effect on purchase intention. Fourth, it was verified that consumer’s trust had a significant mediating effect in the relationship between the product quality of customized cosmetics, the service quality of preparation managers, and purchase intention. In addition, the nature of this mediating effect was found to be a partial mediating effect. Based on these analysis results, after discussion, three implications were derived. First, quantitative research that inputs various marketing variables is needed continuously to expand consumer awareness of customized cosmetics and increase sales. Second, in order to increase purchase intention that will lead to increased sales of customized cosmetics, efforts should be made not only to improve product quality but also to improve the service quality of preparation managers. Third, in order to increase purchase intention of consumers related to customized cosmetics, it is necessary to pay attention to management activities that increase consumer’s trust as a secondary goal.