Asian J Beauty Cosmetol. 2010; 8(1): 255-271.

The Effects of the Cosmetics Attributeon Cosmetic Sought Benefit and Consumer's Personal Values

Cheon-Hwan Oh, Sang-Hwan Lee, Jung-Hee Park, and Hyun-Jung Park

This study developed the research model for confirming the relation of those three factors according to Means-End Chain Model by understanding the chain relation of cosmetics attribute - cosmetic sought benefit - personal values. The experimental results are as follows. First, as a result of the experiment, how the cosmetics attributes influence the cosmetic sought benefits, those who focus on strengthening skin turns out to be seeking for pride, beauty, maintenance of dignity and supplementing weakness, and those who focus more on appropriateness tend to seek for beauty and supplementing weakness. Those who focus on whitening tends to seek for pride, beauty and supplementing weakness,and those who focus on product image seek for pride and supplementing weakness. However, the additionary service attributes are shown to be irrelevant to the cosmetic sought benefits. Second, as result of the experiment that cosmetic sought benefits affect the personal values, those who prefer beauty and supplementing weakness put more emphasis on the values of goal relationship orientation, while those who prefer pride and maintenance of dignity put more emphasis on the values of honor safety orientation. Third, the chain relation of cosmetics attribute - cosmetic sought benefits - personal values is divided into 11 categories.

Keywords : Means-End Chain theory, Cosmetics attribute, Cosmetic sought benefit, Personal values