doi: 10.22649/JBAM.2020.14.1.95 Citation BibTeX RIS Mendeley

The Effect of Ecffective Benefits for Functional Hair Care Products on Post-Purchase Behavioral Intentions: Moderating Effect of Product Engagement and Consumer Prior Knowledge

기능성 헤어케어 제품에 대한 추구혜택이 구매 후 행동의도에 미치는 영향: 제품관여도와 소비자 사전지식의 조절효과

• 김경인 (서원대학교 뷰티학과 교수)

This study examines the relationship between the different pursuit benefits of hair care products and behavioral intentions of consumers. Data were collected through questionnaires distributed among 320 consumers of hair care products; of these, 300 were used for the study. SPSS 18.0 was used to verify the moderating effect of product engagement and consumer prior knowledge using frequency analysis, factor analysis, reliability analysis, and hierarchical regression analysis. An analysis of the relationship between the psychological, functional, and economic pursuit benefits of functional hair care products and behavioral intentions of consumers, showed that appreciation for the product increases with good impressions and images and psychological pursuit benefits like satisfaction and confidence. It was shown that behavioral intention increases with functional pursuit benefits such as quality, effectiveness, usefulness, and types of ingredients. On the other hand, there was no impact on economic pursuit benefits that favor cheap and discounted products. Product involvement was found to have a moderating effect in the causal relationship between functional pursuit benefits, economic pursuit benefits, and behavioral intentions for functional hair care products, and no modulating effect on psychological pursuit benefits. Consumer prior knowledge was found to have a moderating effect in the causal relationship between psychological pursuit benefits, functional pursuit benefits, and behavioral intentions for functional hair care products, but not in the economic pursuit benefits.