Factors affecting consumers’ repurchase intention toward skin care cosmetics: A cross - sectional study in Vietnam

Abstract

The purpose of this study is to investigate the factors affecting consumers' repurchase intentions of skincare cosmetics in Can Tho city. By examining consumers’ knowledge, behaviors, and factors impacting their intention of repeatedly buying skincare products, manufacturers and sales businesses are able to more effectively comprehend their clients' demands. Data were collected from 531 consumers residing in the area of Can Tho city, Vietnam, who had bought skincare products for the second time or more. The survey using the cross-sectional method and a set of questionnaires was based on the theory of planned behavior (TPB) and developed on the 5-point Likert scale. The factors impacting repurchase intentions for skincare merchandise involve attitude, reliability of signal quality, and retailer credibility, with attitude being the most powerful influence, followed by retailer credibility and reliability of signal quality respectively. These factors accounted for 27.5 % of behavior variance. The clarity element of signal quality reliability does not affect behavioral intention. Cosmetic companies can develop policies, improve the quality of their products in order to suit the customer needs, retain potential clients, and enhance their competitive capability.

Keywords

• Skin care cosmetics
• Repurchase intention
• Trustworthiness
• Signal quality
• Retailer credibility