Effects of Shopping Orientation and Store Attributes on Impulse Buying Behavior for Cosmeceuticals

Abstract

An aging population and increasing consumer demand for high-quality and innovative new products are keydrivers for growth in the cosmeceutical industry. Cosmeceuticals are defined as products with biologically active ingre-dients that have a measurable effect on the user. This study explored the effects of shopping orientation and store attri-butes on impulse buying behavior for cosmeceuticals. We obtained 437 usable questionnaires from university studentswho had purchased cosmeceutical products. Data analysis was conducted using confirmatory factor analysis and structuralequation modeling analysis via AMOS 18.0. The findings were: 1) hedonic shopping orientation and convenience shoppingorientation had positive effects on product efficacy and promotion of the cosmeceutical store 2) brand shopping orientationhad a positive effects on store atmospheric, skin care service, and brand of the cosmeceuticals store and 3) product effi-cacy and promotion of store attributes had a direct effect on impulse buying behavior for cosmeceuticals. Consumers whotended to enjoy the shopping to refresh themselves and to experience convenient shopping were likely to purchase cos-meceuticals impulsively, which mediated by the store attributes (product efficacy and promotion). Therefore, we con-firmed partly causal relationships among the shopping orientation, store attributes, and impulse buying behavior ofcosmeceuticals. Both managerial and theoretical implication for practitioners and researchers were discussed for man-aging product information more efficiently along with promotion strategies to trigger cosmeceuticals consumers in thecontext of shopping.