| dc.description.abstract | Beauty industry has been growing so fast especially product from Korea. With the variety of skincare product, consumer‟s purchase intention will be affected by many factors such as price, appearance, and attribute of products. Thus this study investigates the antecedents of brand preference and repurchases intention of Korea skin care products.
The research was executed by both qualitative and quantitative approaches with 345 respondents from students and office clerk. To analyze the data collected SPSS ((Statistical Product and Services Solutions) and Structural Equation Modeling (SEM) were used to test the hypotheses.
The results indicate that attribute perception, brand personality and price perception have a positive effect on brand experience. Moreover, self-congruity, price perception and brand experience have significant influence on brand preference. Appearance perception is rejected during analyzing data collection. Finally, repurchase intention is affected by brand preferences and brand experience.
Generally, the research findings may be helpful for Korea company in beauty industry. However, there were a number of limitations in this study. Therefore, the last chapter provides some recommendations and suggestions to help further researcher to gain higher level of reliability and accuracy. | en_US |
