Effects of Customized Skin Diagnosis Service on Participation-based Consumer Segmentation

Purpose: This study aimed to verify the possibility of consumer segmentation of customized cosmetic skin diagnosis services by identifying the needs of potential customers related to their consumption value, participation level, and pursuit benefits for each type of customized cosmetic service.Methods: An online survey was conducted for 13 days in September 2020 on individuals aged at least 20 years, living in Seoul and its metropolitan area. Among 483 received responses, only 393 were used for an analysis; insufficient responses and those written by residents living outside of the included region were excluded. Data were analyzed as per frequency analysis, factor analysis, reliability analysis, one-way ANOVA, post-hoc analysis, correlation analysis, and regression analysis.Results: Findings confirmed that consumer segmentation is possible in the customized cosmetic skin diagnosis services and customized ingredients services. After analyzing the average difference of consumption value, participation level, and pursuit benefits, the monthly average purchasing cost in cosmetics showed significant differences. Participation level, consumption value, and benefits were positively correlated. Participation level affects the consumption value.Conclusion: The customized cosmetic skin diagnosis service can serve as the foundation for the skin cosmetic industry development and as part of systematic and secure skincare.

Pengaruh Consumption Value dalam meningkatkan purchase intention layanan online food delivery pada Clay Craft Restaurant di Renaissance Bali Uluwatu Resort & Spa

Purchase Intention mengacu pada kemungkinan konsumen untuk membeli produk. Salah satu aspek yang mempengaruhi purchase intention adalah sejauh mana consumption value mendorongnya. Penelitian ini dilakukan untuk mengetahui pengaruh consumption value (functional value, social value, conditional value dan epistemic value) dalam meningkatkan purchase intention layanan online food delivery saat pandemi COVID-19 pada Clay Craft Restaurant di Renaissance Bali Uluwatu Resort & Spa. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, studi dokumentasi dan observasi. Responden dalam penelitian ini berjumlah 100 responden dengan menggunakan purposive sampling. Teknik analisa data dalam penelitian ini adalah regresi linear berganda, Uji t, Uji F, uji koefisien determinasi dan sumbangan efektif. Hasil dari penelitian ini menunjukkan bahwa consumption value (functional value, social value, conditional value dan epistemic value) secara simultan berpengaruh signifikan terhadap Purchase Intention. Berdasarkan hasil uji koefisien determinasi menunjukan bahwa Variabel pembentuk Consumption Value (Functional Value, Social Value, Conditional Value dan Epistemic Value) memiliki kontribusi sebesar 61,9% dalam mempengaruhi Purchase Intention, sedangkan sisanya 38,1% dipengaruhi oleh variabel lainnya yang tidak diteliti dalam penelitian ini.Kata Kunci: consumption value, purchase intention, online food delivery

Tourist's satisfaction with local food effect behavioral intention in COVID-19 pandemic: a moderated-mediated perspective

PurposeThis study explored the relationship between local food consumption value and satisfaction with local food, leading to behavioral intention. Moreover, tourist's involvement is used as a mediator, and COVID-19 fear moderates between satisfaction with local food and behavioral intention.Design/methodology/approachStructural equation modeling (SEM) technique presents researchers with extra flexibility and better research conclusions. This study used Partial Equation Modeling SEM to test the proposed hypotheses. The convenience sampling technique was used to collect data, and 339 questionnaires were part of the final analysis.FindingsThe results reveal that local food consumption value is positively associated with local food satisfaction except for emotional value. Satisfaction on local food significantly determined tourist's involvement and behavioral intention. Tourist's involvement is positively related to behavioral intention. Despite this, COVID-19 fear significantly decreases behavioral intention. Tourist's involvement significantly mediates, and COVID-19 fear moderates between satisfaction with local food and behavioral intention significantly.Practical implicationsThe results of our research will support scholars and practitioners to recognize the importance of factors that influence people's intention to eat local food. Besides, our research offers a significant policy to get maximum benefits for the tourism industry in Pakistan.Originality/valueTo the author's knowledge, our study initially incorporates a research model in the COVID-19 pandemic and covers local food consumption value, satisfaction on local food, tourist's involvement and COVID-19 fear to determine the behavioral intention of people to eat local food. Besides, consumption value theory was used to build a research framework.