A Study on the Effects of Perceived Quality on whitening cosmetics’ Satisfaction and Repurchase : Focused on University Students

The purpose of this study was to measure the characteristics of the perceived quality of college students of 20s which is the main customers of whitening, and to investigate the customer satisfaction and repurchase intentions according to the perceived quality of whitening. Date for research are 300 college students in Seoul and the metropolitan area. They were collected from 1 October 2012 to 10 May 24. 283 of collected questionnaires was used for the analysis. The analysis of the general characteristics of the subjects was analyzed by frequency analysis. Five-dimensional factor analysis, the perceived quality through reliability analysis were investigated and verified. Summarizing the results, first, in the purchase of whitening cosmetic, the use of women are 73.5%, about twice than men in the gender of the sample. In ages a freshman in college is 33.2% as a large part, and 30.7% of respondents are less than 300~400 thousand won as the average monthly budget. Second, measuring customer satisfaction by extracting the perceived quality attribute sof five dimensions (brand, performance, service, design, and price) on based the existing whitening cosmetics paper, the brand factor(Beta = .413, p <0.05) in the results of each of the factors had been recognized as the highest level. Analysis result of the standardized coefficient Beta value is brand(0.413), performance(0.373), price(0.36), services(0.343), design(0.300) in high level order. Also showed that customer satisfaction(Beta = .678, p <0.05) by the five dimensions of perceived quality have the high-impact repurchase intentions. Third, if consumers of whitening cosmetics have a positive perception in perceived quality, the repurchase intentions also increased. Performance factors(Beta = .382, p <0.05) of each of the factors had been recognized with the highest level. The results of the analysis of the standardized coefficient Beta value were performance(0.382), brand (0.339), price(0.318) in order of recogniti