天然化妆品购买意愿的探索性分析:来自印度尼西亚雅加达的证据

Q1 Decision Sciences

Uncertain Supply Chain Management Pub Date : 2023-01-01 DOI:10.5267/j.uscm.2023.7.005

Kilala Tilaar, Asep Mulyana, Rita Komaladewi, K. Saefullah

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引用次数: 1

摘要

在新冠疫情时代，绿色消费已成为全球趋势，促使美容产品更加环保，以满足这些新消费者的需求。然而，并不是每个天然美容品牌，尤其是天然化妆品，都能在市场上生存下来。本研究旨在探讨故事营销策略对公众购买天然成分化妆品意向的因果关系。文献研究表明，讲故事与购买意愿之间的关系有些不一致。作为对策和研究缺口，本研究将产品创新作为中介变量。这项研究是在印度尼西亚雅加达进行的。本研究使用的数据主要是通过2021年的问卷调查和200名受访者的判断抽样获得的。在SmartPLS 3.0上使用结构方程模型偏最小二乘(SEM-PLS)模型技术对数据进行检验。结果显示，讲故事能通过产品创新正向增加天然化妆品的购买意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Exploratory analysis of natural cosmetic products purchase intention: Evidence from Jakarta, Indonesia

In the COVID-19 era, green consumption has risen into a global trend, leading beauty products to be more environmentally friendly to satisfy these new consumers’ needs. However, not every natural beauty brand, especially natural cosmetic products, survived in the market. This study aimed to examine the cause and effect of a phenomenon of storytelling marketing strategies on the public's purchase intention for cosmetic products made from natural ingredients. The literature study showed that the relationship between storytelling and purchase intention is somewhat inconsistent. As a countermeasure and study gap, this study implemented product innovation as a mediating variable. This research was carried out quantitatively in Jakarta, Indonesia. Data used in this study was primarily obtained through questionnaires in 2021 and judgement sampling of 200 respondents. The data were tested using Structural Equation Model Partial Least Square (SEM-PLS) models’ technique on SmartPLS 3.0. The results showed that storytelling positively increases natural cosmetic purchase intention through product innovation.

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来源期刊

Uncertain Supply Chain Management Decision Sciences-Statistics, Probability and Uncertainty

CiteScore

5.60

自引率

0.00%

发文量

112

期刊介绍： Supply chain management (SCM) plays an essential role in managing the movement of raw materials into an organization, certain issues of the internal processing of materials into finished goods, and the movement of finished products out of the organization for end-consumer delivery. The goal of SCM is to improve trust and collaboration among supply chain partners and to improve inventory visibility. However, many SCM problems deal with uncertain events such as uncertainty in demand, supply, quality, price, etc. This forum is dedicated to all scholars who wish to share their ideas about uncertainty in SCM problems. Uncertain supply chain management is a quarterly publication dedicated to all scientists in all over the world who wish to share their experiences and knowledge in this field. Our policy is to perform a peer review on all submitted articles and publishes original and high quality articles.