||The Impact of Awareness of Cosmetic GMP on Consumer Purchase Intention: The Mediating Effects of Perceived Quality and Brand Credibility
||Institute of International Management (IIMBA--Master)(on the job class)
Drawing from signaling theory, this study utilizes Erdem and Swait’s (1998) framework of brand credibility effects purchase intention with variables of awareness of cosmetic GMP and the potential factors of the mediators, perceived quality and brand credibility that influence consumers’ purchase intention.
Using an self-administered survey (N = 434), the results of this research demonstrates a new relationship between awareness of cosmetic GMP certification, perceived quality and brand credibility in predicting purchase intention in the existing environment. These results extend research in understanding the relationship between the fit variables and the strength of their effects.
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 2
1.3 Research Objectives. 2
1.4 Research Procedure. 3
CHAPTER TWO LITERATURE REVIEW 4
2.1 Cosmetics Industry. 4
2.1.1 Definition of Cosmetics. 4
2.1.2 Definition of Medicated Cosmetics. 5
2.2 Cosmetic GMP. 6
2.2.1 Introduction to the ISO 22716:2007 Standard on GMP for Cosmetic Products in the European Union. 6
2.2.2 The Adoption of GMP for Cosmetic Products in ICCR and ASEAN. 7
2.2.3 The Adoption of GMP for Cosmetic Products in Taiwan. 9
2.2.4 Shiseido Taiwan. 10
2.3 Definition of Relevant Research Variables. 11
2.3.1 Awareness. 11
2.3.2 Perceived Quality. 12
2.3.3 Brand Credibility. 13
2.3.4 Purchase Intention. 16
2.4 Research Direction. 16
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19
3.1 The Conceptual Model. 19
3.2 Hypothesis Development. 20
3.3 Operational Definition of the Research Variables. 21
3.3.1 Awareness for GMP Certification. 21
3.3.2 Perceived Quality. 22
3.3.3 Brand Credibility. 23
3.3.4 Purchase Intention. 24
3.4 Questionnaire Design. 25
3.5 Sampling Method. 26
3.6 Data Analysis Techniques. 26
CHAPTER FOUR ANALYSIS AND RESULTS 29
4.1 Descriptive Statistics. 29
4.1.1. Descriptive Statistic Analysis of Respondents. 29
4.1.2. Descriptive Statistic Analysis of Research Constructs. 31
4.2 Purification and Reliability of the Measurement Variables. 33
4.2.1 Factor Analysis. 33
4.2.2 Reliability Test. 33
4.3 Regression Results. 35
CHAPTER FIVE CONCLUSIONS 40
5.1 Discussion. 40
5.2 Incidents. 40
5.3 Contributions. 42
5.3.1 Theoretical Implications. 42
5.3.2 Empirical Implications. 42
5.3.3 Managerial Implications. 43
5.3.4 Limitations. 43
5.3.5 Further Studies. 44
Appendix 1: Survey Questionnaire 51
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