Why Do Taiwanese Consumers Purchase Korean Beauty Product?

This research aims to explore and examine factors influencing Taiwan consumers on repurchase intention of Korean beauty products. A causal study design is used in this research to establish a cause-and-effect relationship between each construct. Questionnaires were distributed to beauty product consumers in Taiwan. A total of 241 usable questionnaires are used for this study. Moreover, SEM was applied for data analysis and testing the model. There is a cause-and-effect relationship between product design, promotion, product price, brand name and repurchase intention. Product price and brand name significantly influence customer repurchase intention. This research suggests practical directions for companies to consider and address product design, promotion, product price, and brand name to achieve customer retention and customer repurchase intention.