Repurchase intention of Korean beauty products among Taiwanese consumers

摘要: The purpose of this paper is to bridge the gap in literature examine key factors that influence Taiwanese consumers repurchase Korean beauty products.,This study uses a quantitative approach test proposed hypotheses using structural equation modeling. Causal research design used identify cause-and-effect relationship among constructs. Primary data collection gather data. This provides better understanding about consumers’ intention (RI) cosmetics products.,Results show perceived price (PP) and country origin (COO) significantly word-of-mouth (WOM). PP, COO WOM RI. most influential variable toward RI, followed by PP.,Very few studies have examined general construct RI related product. findings imply several practical directions for marketers product industries specifically consumers. helps know what become basic consideration repurchasing products. Second, it underscores role between independent variables (PP COO) as dependent variable.