目的 - 這項研究是為了瞭解印尼消費者對於韓國美妝產品其品牌形象和口碑的回購影響因素。
計劃/方法/途徑 – 這項研究使用定量研究來進行檢驗假設，通過線上問卷收集了325名受訪者的樣本。這份研究使用因果研究確認每個結構之間的因果關係，同時再進一步使用SEM和自助法進行了假設與仲介作用。
發現– 品牌形象跟名人代言和感知價格的影響下對於消費者的回購意向有重大影響。而且所有產品特徵之中品牌名稱、產品質量、產品設計和促銷也會對口碑產生影響。此外也有因品牌忠誠度進而顯示對其產品支持的調節效果。
研究侷限性- 這項研究僅限於印尼內在 Althea.kr中購買韓國美妝產品的受訪者們。
實際影響–這項研究說明韓國美妝產品影響力使消費者產生更多的回購意向，而這其中則歸功於其產品形象的存在與較高的口碑，使消費者認為韓國美妝是日常必須使用的。
創意/價值– 以有限的研究探索了一般消費者對於韓國美妝產品的研究意向。
這項研究可以更好的了解影響印尼消費者回購意向之因素。在品牌形象、名人代言和口碑與感知價格等多方影響。韓國美妝產品在消費者回購意向組成上由名人代言與價格所組成，無論是否有口碑或是品牌形象作為中介。以達到研究目標與假設，使用適當的程序進行研究來獲得成果並從中得出結論。
Purpose –This study aims to understand the factors that influence Indonesian consumers to repurchase Korean beauty products and the mediating effect of brand image and word of mouth.
Design/methodology/approach – This study uses a quantitative approach to test the hypotheses. The online questionnaire collected a sample of 325 respondents. This study uses a causal research design to identify a cause-and-effect relationship between each construct. Further, SEM and bootstrapping methods are carried out to test the hypotheses and the mediating effect.
Findings – Brand image, celebrity endorser, and perceived price have a significant influence on repurchase intention. Moreover, all of the product characteristics (brand name, product quality, product design, and promotion) also have a significant influence on word of mouth. In addition, all mediation effects of brand image show supported results.
Research Limitations - This research is limited to the respondents only in Indonesia who buy Korean beauty products from Althea.kr as an object.
Practical implications – This study explains that Korean beauty product plays an influential role to make the consumers generate more repurchasing intention due to the existence of the brand image towards them and a high degree of word of mouth, they feel towards Korean beauty product as a needed to use every day.
Originality/value – Limited studies have explored general constructs of repurchase intention related to Korean beauty products. This study produces a better understanding of factors influencing Indonesian consumers’ repurchase intention of Korean beauty products. The influences of several variables such as brand image, celebrity endorser, word of mouth, and perceived price. Korean beauty product consisting of perceived price and celebrity endorser on consumer repurchase intention with or without the help of brand image and word of mouth as the mediator. In order to meet the goals of the study, research objectives and hypotheses were established, and the study uses proper procedures to obtain the results and to gain the conclusions.
