View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Ritsumeikan Research Repository THE IMPACT OF CONSUMER INNOVATIVENESS, ATTITUDE, AND SUBJECTIVE NORM ON COSMETIC BUYING BEHAVIOR: EVIDENCE FROM APU FEMALE STUDENTS. By SEO Bo Kyung March 2012 Thesis Presented to the Higher Degree Committee of Ritsumeikan Asia Pacific University in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Acknowledgement Firstly, I would like to express huge gratitude to my supervisor, Professor. Kayhan Tajeddini for taking time out of his busy schedule to give kind advises, warm encouragements and valuable comments. Without his patience and motivation, enthusiasm for teaching, extensive knowledge in the research filed, and help over time and space constraints, I could have not complete this long journey successfully. He gave a lot of energy to my tough and somewhat lonely student life in Japan and made a joyful journey of writing as a reliable friend and as a senior of life. My sincere and deep gratitude extend to 2011 Fall Thesis Committee members Professor. Haidar Ali, Professor. Zhang Wei-Bin, and Professor. Li Yan for their core questions, comments and recommendations. I also wish to thank to my friends both in Japan and Korea. Their warm recommendations and helps were precious to improve my research process. My huge thanks also go to the survey respondents who spent their invaluable times for answering the questionnaire. My appreciation goes to classmates, seniors, and juniors who studied and completed the MBA program together. Studying with those outstanding students was one of great pleasures in APU life with building up my knowledge. ii I owe the deepest gratitude to my parents who gave the opportunity to broaden my horizons and to interact with a number of international friends. Above all, your mere presence reassured me. Your greatest love and constant moral support were silent but much stronger than anything else. Lastly, I express my additional thanks to Japan Student Services Association (JASSO) who made my Japan life more colorful and enabled me to dedicate to studying. iii LIST OF TABLES Table 2. 1 The accepted scope of cosmetic products among major countries ....... 16 Table 3. 1 Measurement of research variables ....................................................... 48 Table 4. 1 Descriptive statistics of respondents‟ nationalities (n = 230) ............... 61 Table 4. 2 Descriptive statistics of respondents‟ characteristics (n=230) .............. 62 Table 4. 3 Reliability analysis scales ..................................................................... 70 Table 4. 4The fitness index of the model (Skin care) ............................................ 72 Table 4. 5 The fitness index of the model (Makeup) ............................................. 73 Table 4. 6 Mean, standard deviation, and intercorrelations results of skin care .... 75 Table 4. 7 Mean, standard deviation, and intercorrelations results of makeup ...... 76 Table 4. 8 Multiple regression results of skin care ................................................ 77 Table 4. 9 Multiple regression results of makeup .................................................. 79 iv LIST OF FIGURES Figure 2. 1 Category of cosmetics in terms of product classification .................... 19 Figure 2. 2 Theory of Reasoned Action ................................................................. 32 Figure 2. 3 Hypothesized research model of skin care .......................................... 38 Figure 2. 4 Hypothesized research model of makeup ............................................ 40 Figure 4. 1 Frequency of respondents by age and education ................................. 64 Figure 4. 2 Percentage of undergraduate student by age ....................................... 64 Figure 4. 3 Percentage of graduate student by age ................................................ 65 Figure 4. 4 Duration of cosmetic usage for different educations (%) .................... 66 Figure 4. 5 Cosmetic products usage per day for different educations (%) ........... 66 Figure 4. 6 Periods of cosmetic purchase for different educations (%) ................. 67 Figure 4. 7 Goodness of fit of the skin care model ................................................ 72 Figure 4. 8 Goodness of fit of the makeup model ................................................. 73 Figure 4. 9 The result of hypothesized research model of skin care...................... 78 Figure 4. 10 The result of hypothesized research model of makeup ..................... 80 v TABLE OF CONTENTS Acknowledgement .................................................................................................. ii LIST OF TABLES .................................................................................................. iv LIST OF FIGURES ................................................................................................. v Abstract ................................................................................................................... ix CHAPTER 1: INTRODUCTION ............................................................................ 1 1.1. Background .......................................................................................................... 2 1.1.1. Cosmetic Industry and Cosmetics Use ...................................................... 2 1.1.2. Purpose of Cosmetic Use ............................................................................ 3 1.1.3. Cosmetic Companies and Consumers ....................................................... 5 1.2. Statement of Problem and Purpose of the Study ............................................. 7 1.3. Research Question and Objectives .................................................................... 8 1.4. Structure of the Study ......................................................................................... 9 CHAPTER 2: LITERATURE REVIEW ............................................................... 10 2.1. The scope of Cosmetics ..................................................................................... 11 2.1.1. Definition of Cosmetics .............................................................................. 11 2.1.2. Category of Cosmetics ................................................................................ 14 2.2. History of Cosmetics Use .................................................................................. 20 2.2.1. The Prehistoric Time ................................................................................... 20 2.2.2. Egyptian Times ............................................................................................ 21 2.2.3. Greek Times ................................................................................................. 22 2.2.4. Roman Times ............................................................................................... 23 2.2.5. From 4th Century to 19th Century .............................................................. 24 2.2.6. 20th Century .................................................................................................. 26 2.3. Culture .................................................................................................................. 27 2.4. Theory of Reasoned Action (TRA) .................................................................. 30 2.5. Consumer Innovativeness .................................................................................. 34 CHAPTER 3: METHODOLOGY ......................................................................... 41 3.1. Research Design and Philosophy ...................................................................... 42 3.2. Data Collection .................................................................................................... 44 vi 3.2.1. Survey Instrument (Questionnaire) ........................................................... 44 3.2.1.1. Questionnaire Design ............................................................ 45 3.2.2. Sampling and Survey Procedure ................................................................ 49 3.3. Data Analysis ...................................................................................................... 51 3.4. Validity and Reliability ...................................................................................... 54 3.5. Questionnaire Survey Limitation ...................................................................... 57 CHAPTER 4: RESULTS AND DISCUSSION..................................................... 59 4.1. Findings ................................................................................................................ 60 4.1.1. Profile of Respondents ................................................................................ 60 4.1.2. Validity and Reliability ............................................................................... 68 4.1.3. Correlation Analysis among Variables ..................................................... 74 4.1.4. Hypotheses Testing ..................................................................................... 77 4.2. General Analysis and Discussion ..................................................................... 80 4.2.1. The Analysis of the Characteristics of the Respondents ........................ 80 4.2.2. Main Effect ................................................................................................... 82 CHAPTER 5: CONCLUSION