Perceived Multidimensional Value Towards Beauty Product Consumption Experience
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Abstract
This research aims to develop a tool for measuring customer perceived value from consumption of beauty product experiences. The sample consisted of 695 customers of cosmetic products, beauty services, and dietary supplements.The 36 items measurement by Likert Scale used in this research was customer perceived value closed end questions adapted from related review literatures (Ittner & Larcker, 1996; Lai et al., 2009; Hellier et al., 2003; Sweeny & Souter, 2001; Woodruff, 1997; Bolton & Drew, 1991; Sheth, Newman & Gross, 1991; Zeithaml, 1988) and in-depth interviews from 30 customers who had experiences in cosmetic products, beauty services, and dietary supplements. The questionnaire was tested by 30 samples. The construct validity, exploratory factor analysis, and reliability analysis of the measurements indicated 20 questions could be used. The result shown five dimensions of customer perceived value including functional value, social value, emotional value, epistemic value, and conditional value. Furthermore, the result also indicated the stronger degree of perceived functional value, social value, and emotional value than perceived epistemic value and conditional value. The research result can be an effective direction for marketing strategies in motivating target consumers as well as developing a strong brand for beauty products.
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