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What's in the Box? Investigation of Beauty Subscription Box Retail Services
Author(s) -
Lee Jong-Geun,
Sadachar Amrut,
Manchiraju Srikant
Publication year - 2019
Publication title -
family and consumer sciences research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 1077-727X
DOI - 10.1111/fcsr.12332
Subject(s) - beauty , structural equation modeling , advertising , product (mathematics) , word of mouth , business , marketing , uniqueness , psychology , social psychology , mathematics , statistics , philosophy , geometry , epistemology
The purpose of this study was to explore key attributes that may influence customers’ behavioral intentions toward beauty subscription box retail services ( SBRS ). The Stimulus‐Organism‐Response paradigm was used as a conceptual framework for examining the relationships among variables, such as product‐related attributes (Stimuli), attitude (Organism), Word of Mouth ( WOM ), and repurchase intention (Response). A total of 357 useable responses were collected through an online survey, administered on Amazon Mechanical Turk. Structural equation modeling was used to test the proposed model and hypothesized relationships. Results suggested that product quality, product assortment, and product uniqueness were significant predictors of customers’ attitude toward SBRS . Furthermore, customer attitude toward SBRS had a significant positive influence on WOM and repurchase intention. This study provides insight for retailers to influence WOM and purchase intentions toward beauty SBRS .