The Effect of Beauty Service Benefits on Consumer Attitude and Purchase Intention

This study investigates the influence of hedonic and utilitarian benefits, emotional and cognitive attitudes, and purchase intention in the beauty industry. The study involved a survey of 374 respondents in South Korea, and six hypotheses were tested to examine the factors affecting customer behavior. The results reveal several important insights. Specifically, the study finds that hedonic benefits positively influence emotional attitudes, while utilitarian benefits have a positive impact on cognitive attitudes. Furthermore, the study confirms that both hedonic and utilitarian benefits have a positive effect on purchase intention. However, the study finds that while cognitive attitudes have a significant positive impact on purchase intention, emotional attitudes were not found to have a significant impact. These findings provide empirical evidence for the proposed hypotheses and contribute to the literature on customer behavior. Moreover, the study's results have practical implications for the beauty industry, by highlighting the factors that influence customer behavior and purchase intention.