The Impact of Sales Promotion on Customer Attitudes, Benefits, and Purchase Intention in the Korean Beauty Industry

This study investigates the role of promotion types on customer attitude, perceived benefits, and purchase intention. Moreover, the mediating effects of customer attitude and perceived benefits on the relationship between promotion and purchase intention are examined. A survey targeting beauty industry customers was conducted in South Korea. The empirical analysis of the data collected from 409 respondents reveals essential insights. First, price discounts, entertainment, bonus pack, and customer review positively influence customer attitudes, perceived benefits, and purchase intention. Second, the findings confirm that customer attitude and perceived hedonic and utilitarian benefits mediate the impact of promotion on purchase intention. The paper makes theoretical contributions by presenting empirical evidence for the proposed integrated framework describing the implications of promotion, customer benefits, and attitude on purchase intention. The study makes practical contributions by indicating specific promotion types affecting customers’ purchasing decision-making.