Factors Influencing Chengdu University Students’ Repurchase Intention on Domestic Cosmetic Brand
Abstract
In the age of the beauty economy, the Sichuan cosmetics industry continued to maintain a high level of prosperity thanks to the expansion of the beauty consumer population into the university student market, which prefers to use more cost-effective domestic brands for their consumption. This study listed three research objectives: influencing factors of students’ repeated purchase intention, critical factors affecting students in domestic brands, and marketing strategies for sustaining the student market in Sichuan. Four sets of hypotheses were tested based on the significant impacts between perceived value, brand image, and repurchase intention; perceived product quality, perceived service quality, and perceived value; product image, corporate image, and brand image; and purchase satisfaction and repurchase intention.References
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