Asian J Beauty Cosmetol. 2014; 12(5): 633-641.

Influences of Internet Shopping Mall Attribute on Consumer Behavior According to Propensity to Consume type of Consumer for Man Cosmetics

The study intended to investigate mutual relationship between variables and main cause. To this end, the author analyzed difference in influences of internet shopping mall attribute on consumer behavior according to shopping trend of consumer for cosmetics. As the results of study, it could be known that there was difference in influences of internet shopping mall attribute on consumer behavior such as satisfaction and royalty according to shopping trend of consumer for cosmetics. Accordingly, to encourage profit increase of shopping mall through securing regular customer, it would be necessary to establish segmented marketing strategy fit to each market by segmenting market based on shopping trend of consumer rather than random marketing strategy for unspecified number of the general public, in order to boost the profits of shopping malls by attracting loyal customers. Also, it is necessary to set marketing strategies that fit the characteristics of shopping malls by establishing relationships with customers. Such study would contribute to comprehensively investigating influences on behavior of consumer for cosmetics on internet, and establishing differentiated marketing strategy which should be intensely made in internet shopping mall for continuously securing regular customer.

Keywords : Online shopping mall attributes, Propensity to consume, Consumer behavior