Why Customers Love Plant Extract-Based Skin-Care Cosmetics
Author Information
Author(s): Wu I‐Hsuan, Liang Chaoyun
Primary Institution: National Taiwan University
Hypothesis
Perceived value positively affects customer loyalty.
Conclusion
Higher perceived value leads to stronger customer loyalty towards Taiwanese plant-extract-based skin-care products.
Supporting Evidence
- Emotional value had the strongest effect on repurchase intention.
- Functional value significantly influenced willingness to pay.
- Men were more willing to pay price premiums for these products than women.
- Respondents with higher educational levels were less likely to repurchase.
Takeaway
People are more likely to stick with skin-care products made from plants if they feel they are getting good value from them.
Methodology
An online survey was conducted to gather data from 920 respondents, focusing on their experiences, involvement, perceived value, and loyalty towards plant extract-based skin-care products.
Potential Biases
Potential bias due to the novelty of plant extract-based products in Taiwan, which may influence consumer perceptions.
Limitations
The study did not classify skin-care products by type, which may affect the results.
Participant Demographics
{"sex":{"men":36.3,"women":63.7},"age":{"under_30":18.7,"31_to_40":35.4,"over_41":45.9},"education":{"high_school_and_under":12.6,"undergraduate":59.4,"postgraduate":28.0},"monthly_disposable_income":{"under_320":22.9,"321_to_950":37.1,"951_to_1600":23.0,"over_1600":17.0},"skin_type":{"dry":6.8,"normal":15.0,"oily":27.3,"combination":45.8,"unsure":5.1}}
Statistical Information
P-Value
p<0.001
Statistical Significance
p<0.001
Digital Object Identifier (DOI)
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