Journal of Cosmetics, Dermatological Sciences and Applications, 2017, 7, 349-361

http://www.scirp.org/journal/jcdsa
ISSN Online: 2161-4512
ISSN Print: 2161-4105

Consumer Knowledge, Brand Image, Openness

to Experience and Involvement: A Case in
Cosmetic Consumption

Ya-Chen Lu1, Kuan-Nien Chen2*

Bayer Taiwan Company Ltd., Taiwan

1

Kaohsiung Medical University, Taiwan

2

How to cite this paper: Lu, Y.-C. and Abstract

Chen, K.-N. (2017) Consumer Knowledge,
Brand Image, Openness to Experience and The study adopted the theory of planned behavior (TPB) as research model to
Involvement: A Case in Cosmetic Con- inspect what factors would influence consumers to purchase cosmetics by
sumption. Journal of Cosmetics, Dermato-
adding brand image, involvement, consumer knowledge and openness to ex-
logical Sciences and Applications, 7,
349-361.
perience to the model. A 7-point Likert scale questionnaire was designed to
https://doi.org/10.4236/jcdsa.2017.74031 measure TPB items and totally 400 valid respondents were collected online.
The results show that among the above, only “perceived behavioral control”
Received: November 22, 2017
has positive influence on intention of purchasing cosmetics. Neither attitude
Accepted: December 25, 2017
Published: December 28, 2017 nor subjective norm has significant influence on purchasing intention. In ad-
dition, brand image and involvement have no significant influence on pur-
Copyright © 2017 by authors and chasing intention but consumer knowledge and openness to experience were
Scientific Research Publishing Inc.
found to have positive influence on purchasing intention.
This work is licensed under the Creative
Commons Attribution International
License (CC BY 4.0). Keywords
http://creativecommons.org/licenses/by/4.0/
Theory of Planned Behavior, Cosmetics, Brand Image, Involvement,
Open Access
Consumer Knowledge, Openness to Experience, Consumer Behavior

1. Introduction
With the improvement of communication quality of product promotion, people
begin to pursue better lives. For example, even in the bad economy, the con-
suming of cosmetics is still growing. People can get the information of cosmetics
easily by the Internet. This helps consumers acquire more knowledge about
cosmetics.
There are 59 percent of women who thought their appearance as important,
which ranks higher than socializing with friends (53 percent), their career/job

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Y.-C. Lu, K.-N. Chen

(49 percent) and fashion (19 percent) [1].

In Taiwan, many people are in pursuit of beauty and looking for the cosmetics
to keep them young and pretty. With the information explosion, consumers
check the ingredients, the efficacy and the toxicity of cosmetics carefully through
the Internet, advertisements, and others. Nowadays, some consumers avoid buy-
ing the cosmetics which have some specific ingredients with potential toxicity [2].
In addition, it is essential for both cosmetic companies and marketing de-
partments to understand their customers so that their demands can be satisfied.
Although there have been many cosmetic researches, the relationship between
consumer knowledge and cosmetic buying behavior has not been fully discussed
yet. Consumers make the buying decisions by using their knowledge and infor-
mation. The process of buying includes identifying what they need, searching
the information and evaluating of criteria [3].
People in Taiwan are easily influenced by celebrities, friends and even some-
one who has relationship with them. Therefore, Taiwanese usually consider what
brands the other people have, and like to buy those brands because they can be
identified with others. Sometimes, cosmetic companies advertise and promote
their brands aggressively to improve the exposure of their brands and strengthen
brand image. Consumers are likely to have the consciousness that some brands
are famous based on the brand image. They make the consumers to buy the
cosmetics having good brand image.
Whether the consumers in Taiwan use the consumer knowledge to distinguish
the information of cosmetics and then make purchasing decisions or they buy
cosmetics only because of brand image is still a puzzle.
As consumers have higher degree of involvement in searching product informa-
tion, they are more participative in the buying process, and value the buying deci-
sion prudentially. The involvement of consumers is various because everyone has
different hobbies, value and motivation [1]. Sometimes, consumers can’t distin-
guish the information on the packages exactly. For instance, if consumers have
high involvement, they will search the information spontaneously. Consumers
want to know the safety and efficacy of the nonprescription drugs and they will
also ask opinion of the experts or other people [4]. In addition, cosmetics are a
kind of products that consumers involve both in buying and using process [1].
There are various kinds of cosmetics in the market. Asides from the general
cosmetics, there are cosmeceuticals which emphasize on the efficacy. Consumers
who have high involvement will pay more attention on the information such as
ingredients and efficacy and also ask the opinions of the experts or others spon-
taneously. That will affect their cosmetic buying process.
Openness to experience is one of the Big Five Model, and people who have
higher degree of openness to experience are more curious to everything. They
like to try and challenge new things. Cosmetic industry is an industry that varies
from time to time. A product may be popular at this moment but eliminated
soon after. As a result, cosmetic companies must release their new products con-

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 Y.-C. Lu, K.-N. Chen

stantly and try to attract consumers’ attention. Hence, whether the consumers
who have higher degree of openness to experience are willing to try new cos-
metics, and then influence their buying decision is still a question for us.
The researchers will investigate how consumer knowledge, brand image, in-
volvement and openness to experience affect consumers to buy cosmetics.
Therefore, the researchers should consider them as the variables in our study.

2. The Theory of Planned Behavior

The Theory of Planned Behavior (TPB) was derived from the Theory of Rea-
soned Action (TRA) (Figure 1). The TRA utilized attitude and subjective norm
to predict the subjects’ behavioral intention, and then predict their specific be-
havior by their behavioral intention.
The interaction between subjective norm and attitude is complicated, and the
TRA predict the intention directly without limitation [5]. Moreover, some beha-
vior is beyond people’s control. For example, they don’t have enough time to
finish the behavior or they don’t have appropriate chance or situation. This will
make the TRA unpredictable on the behavior exactly [6]. When people carry out
the behavior which is probably to be unsuccessful and they also can’t control the
situation they face with. Then this behavior wouldn’t be predicted by the TRA.
To solve this, Ajzen proposed the further theory “the Theory of Planned Beha-
vior (TPB)” (Figure 2) [7].
The TPB provides a practical research framework (Figure 3) that can let us
understand the complicated human behavior. It has high precision to predict the
behavior by using attitude, subjective norm and perceived behavioral control [8].

Attitude

Behavioral intention Behavior

Subjective norm

Figure 1. The theory of reasoned action. Source: Fishbein & Ajzen (1975).

Attitude

Subjective norm Behavioral intention Behavior

Perceived behavioral
control

Figure 2. The theory of planned behavior. Source: Ajzen (1985).

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Y.-C. Lu, K.-N. Chen

Attitude

Subjective
norm

Perceived
behavioral
control

Brand image
Behavioral Buying cosmetics
Consumer intention
knowledge

Involvement

Openness to
experience

Figure 3. Research model.

For this reason, there are many scholars who have used the TPB as their research
frameworks [9]. Pikturnienė and Mackelaitė [10] use the TPB to compare con-
sumers’ attitude between buying the domestic skin care products and the inter-
national skin care products; Loureiro and Araújo discuss the factors that why
people buy luxury goods; Kim and Karpova [11] explore why people want to buy
counterfeits by using the TPB as a research model. Attitude refers to “the degree
to which a person has a favorable or unfavorable evaluation or appraisal of the
behavior in question”. Subjective norm refers to “the perceived social pressure to
perform or not to perform the behavior”. Perceived behavioral control refers to
“the perceived ease or difficulty of performing the behavior and it is assumed to
reflect past experience as well as anticipated impediments and obstacles” [8].
Because consumers can’t control whether they can buy cosmetics or not when
they don’t have enough time, money or chance, perceived behavioral control
seems to affect consumers’ buying intention. Therefore, the researchers used
TPB as our research model.

3. Consumer Knowledge
Consumer knowledge is composed of familiarity and product knowledge. Fami-
liarity refers to the accumulative experience that a consumer has, and product
knowledge refers to the sum memory of product class information and rules that
stored in a consumer’s memory [12].
Brucks [13] classifies product class knowledge into three parts based on pre-
vious studies. The first category (subjective norm) measures a person’s perception

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 Y.-C. Lu, K.-N. Chen

of how much he or she knows. The second category (objective norm) measures
the amount of correlative knowledge, categories or organization which has been
actually stored in a person’s memory. The third category measures the correla-
tive experience of buying or using the product. The third category is less to be
used to associate with behavior directly because the third one only affects beha-
vior when experience results in difference in memory. Therefore, the third cate-
gory is seldom discussed when a habit is not associated with behavior. Subjective
norm can be seemed a person’s degree of confidence in his or her knowledge.
Objective norm is the situation that a person really has the knowledge. Subjec-
tive norm and objective norm are different when a person can’t assure how
much he or she knows about the information.
For objective knowledge, it can be measured by checking a person’s relative
knowledge construct in his or her long-term memory. The understanding of ob-
jective knowledge can help us to know how decision makers’ knowledge amount
and contents influence the evaluation and strategies of the decisions. The mea-
surement of subjective norm provides decision makers’ systematic biases of
choice evaluation and decisions [14].
Moorman [15] discusses how subjective knowledge influences consumers’
choice and where consume search. When consumers don’t have high objective
knowledge, consumers who have high subjective knowledge would make the
better decision such as buying healthier food than consumers who have low
subjective knowledge. In addition, the study also proved that subjective know-
ledge affected where consumers search products and the quality of the products
they choose, because consumers tend to behave to fit their subjective knowledge.
Therefore, consumers’ subjective knowledge can affect decision situations, where
consumers buy products and the quality of products. Besides, Morven finds that
adding knowledge as a predicator can improve the ability to predict consumers’
purchasing behavior.

4. Brand Image
Brand is always an important factor for a company. Brand image can induce
brand loyalty from consumers. Therefore, brand recognition begins an impor-
tant issue for brand management [16] [17].
How to show brand image is a big issue for marketing. A good expression of
brand can position a brand. The brand can be distinguished from the other
brands. Brand image can influence sale volume directly. It can also influence the
relationship between product lifecycle and sale. Hence, it’s important for us to
understand brand image, so that we can avoid implementing wrong product li-
fecycle strategies [18].
Brand image is brand personality or the reflection of products. What affect
consumers to buy which brands is “the need of consumers” [19].
Park [18] classifies brand image into three parts: 1) functional needs are de-
signed to satisfy consumers’ external needs; symbolic needs are designed to sa-

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Y.-C. Lu, K.-N. Chen

tisfy consumers’ inner needs such as self-enhancement and role position; 2) ex-
perimental needs are designed to provide sensory pleasure, variety and sensory
stimulation.
Consumers tend to buy the brands or products which others expect them to
buy, and they also like to buy the same brands or products which others have, so
that they can be recognized by others [20]. Cosmetics are sold in drug stores,
department stores and shopping mall which are kinds of public places. There-
fore, it is hypothesized that when consumers buy cosmetics in public, they will
be affected by cosmetic brand image which will affect their buying decisions.
Godey [21] discusses how brand and the country-of-origin effect influence
consumers’ luxury goods purchasing decisions. The result displays that brand
image has more powerful ways for consumers to buy the luxury goods than the
country-of-origin effect itself. Zhan and Kim [22] discuss what factors affect
Chinese to buy luxury fashion goods (such as perfume). Consumers living in
China want to imitate celebrities or friends and to buy the specific luxury fa-
shion goods. This would make them feel safe and confident because there are a
lot of luxury cosmetics which can be seen in the market, and most people in Asia
care others’ thinking much. It is hypothesized that brand image influences the
process of buying cosmetics.

5. Involvement
Consumers’ involvement in products is widely used as one of the advertised
strategies. Every consumer’s decision-making process and situation of searching
information are different with different degrees of involvement. Involvement re-
fers to consumers who have causal or motivated variation when they are buying
something or communicating with someone. Therefore, with different degrees of
involvement, consumers’ decision-making process is considerably different from
comparing different brands, the time of making decisions or the degree of
searching information [23].
Houston and Rothschild [24] categorize involvement into three types. Situa-
tional: the degree of involvement was evoked by special situation, and it was the
temporary situation; enduring: consumers continually concern products when
they were buying the products and it was a kind of stable and long-term situa-
tion; response: it can be considered the combination of situation and enduring,
and it was the relative feeling of consumers to products or situations [1] [25].
Based on these studies, the researchers supposed that involvement affects
consumers to buy cosmetics.

6. Openness to Experience
Openness to experience is one of the “Big Five”, namely extraversion, agreeable-
ness, conscientiousness, neuroticism and openness to experience, factors of per-
sonality. Openness to experience is a personality that describes the imagination,
the sensibility for art and intellectual capability. Besides, it was also considered

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 Y.-C. Lu, K.-N. Chen

to have the relationship with knowledge and search of information [26]. Because
people who have this personality are seen to accept new products easily, the re-
searchers assumed that consumers who have higher openness to experience are
prone to accept or buy cosmetics.

7. Hypotheses
Seven hypotheses for the study were provided as follows:
H1: Attitude has a positive effect on the purchasing intention of a cosmetic.
H2: Subjective norm has a positive effect on the purchasing intention of a
cosmetic.
H3: Perceived behavior control has a positive effect on the purchasing inten-
tion of a cosmetic.
H4: Brand image has a positive effect on the purchasing intention of a cos-
metic.
H5: Consumer knowledge has a positive effect on the purchasing intention of
a cosmetic.
H6: Involvement has a positive effect on the purchasing intention of a cos-
metic.
H7: Openness to experience has a positive effect on the purchasing intention
of a cosmetic.

8. Questionnaire and Instruments

The researchers used TPB as the research model and extended it by adding
“openness to experience”, “consumer knowledge”, “brand image” and “involve-
ment”. Such variables were developed to test the proposed model and hypothes-
es. Ajzen [8] suggested 7-point Likert scale to measure TPB items which can
show what the respondents think clearly.
This study defines brand image as the image and the feeling of a brand. Brand
image was measured by using five items (c.f., [11] [27] [28]) asking how impor-
tant a brand for respondents.
Attitude was defined as the feeling of consumers when buying or using cos-
metics. The researchers use three items to measure it (c.f., [29])
Involvement was defined as how respondents feel when they purchase cos-
metics, and the researchers measured this variable by using four items (c.f., [30]).
Perceived behavioral control was defined as how respondents perceive that
whether they can control themselves to purchase cosmetics or not, and the re-
searchers used five items to test it (c.f., [29]).
Behavioral intention was defined as the degree of how respondents want to
buy cosmetics, and the researchers used five items to measure it (c.f., [29]).
Consumer knowledge was defined as how the respondents think that they
know cosmetic knowledge, and the researchers used five items to test it (c.f., [13]).
Openness to experience was defined as the respondents who have high open-
ness to experience about many things and enjoy their life. The researchers

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Y.-C. Lu, K.-N. Chen

measured it by using five items (c.f., [2]).

9. Pretest
The researchers collected 30 respondents to check whether they can understand
the questionnaire. The respondents’ ages ranged from 20 to 65. We used Cron-
bach’s α to measure the reliability, and the values of Cronbach’s α were between
0.732 and 0.931. All values showed high reliability.

10. Sample and Data Collection

The researchers collected the data through online-survey and spread the ques-
tionnaires by social media, Facebook and Line. The researchers totally collected
413 questionnaires. There were 13 invalid questionnaires. The response rate is
approximately 96.8%. The respondents’ ages ranged from 20 to 65, and both
males (24.3%) and females (75.8%) were collected. The researchers also asked
the education, the average income and the frequencies of purchasing cosmetics
in the past years and the average cost on cosmetics per month.

11. Data Analysis and Results

This study used SPSS 20.0 to analyze the data by using exploratory factor ana-
lyses to check the validity and Cronbach’s α to check the reliability. Principal
component analyses were performed, and all factor had the KMO (Kais-
er-Meyer-Olkin) which are larger than 0.7 [31]. One factor was extracted for
each scale except perceived behavioral control which was extracted into two fac-
tors. The study deleted one item which belongs to another factor to insure the
better quality for further analysis. Furthermore, the Cronbach’s α were ranged
from 0.783 to 0.923, which showed high reliability.
The researchers applied Pearson’s correlation to discuss the correlation be-
tween the variables and the behavioral intention. Cohen [32] suggested that a
correlation above 0.5 is strong, 0.3 to 0.5 is moderate, 0.1 to 0.3 is weak and un-
der 0.1 is none or very weak. The result showed that attitude, subjective norm,
brand image and involvement didn’t have significant correlation with behavioral
intention. Perceived behavioral control, consumer knowledge, openness to expe-
rience had strong correlation with behavioral intention (Figure 4).
The result showed that brand image, involvement, attitude and subjective
norm had no significant impact on behavioral intention (Table 1). Perceived
behavioral control had positive association with intention (β = 0.143, p < 0.001).
Consumer knowledge had positive association with intention (β = 0.310, p <
0.001). Openness to experience had positive association with intention (β =
0.089, p < 0.05). Therefore, H3, H5 and H7 were supported. In the meantime,
H1, H2, H4 and H6 were not supported.

12. Discussion
Based on the TPB framework, only perceived behavioral control influences the

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 Y.-C. Lu, K.-N. Chen

Attitude
0.033

Subjective norm −0.076

Perceived 0.782**
behavioral control

Behavioral Buy cosmetics

Brand image intention

0.732**

Consumer
−0.020
knowledge

Involvement 0.526**

−0.028
Openness to
experience

Figure 4. The result of Pearson’s correlation. **p <0.01.

Table 1. The results of multiple regression analysis.

Predictors beta SE(B) t F R2

Brand image −0.046 0.039 −1.193 116.662**** 0.670

Attitude 0.069 0.048 1.441

Involvement −0.023 0.041 −0.569

Subjective norm −0.028 0.041 −0.686

Perceived behavioral control 0.143 0.012 12.126****

Consumer knowledge 0.310 0.045 6.919****

Openness to experience 0.089 0.042 2.123*

*p < 0.05; **p < 0.01; ***p < 0.005; ****p < 0.001.

respondents to purchase cosmetics. The results were different from the previous
study which showed that attitude positively influences the intention to purchase
face and body care products [10]. Besides, subjective norm doesn’t affect the in-
tention to purchase cosmetics and this result was inconsistent with the previous
study [2]. The results suggest that people purchase cosmetics depending on
whether they have enough time and money. Their past purchasing experience or
the obstacles they encounter also affect people to buy the products. On the other
hand, whether they like to purchase cosmetics or not don’t influence them. It
might be that when they need cosmetics, even they don’t like to execute the
buying behavior, they still have to complete the purchasing. Also, subjective
norm doesn’t affect people to buy cosmetics, and maybe it was because buying

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Y.-C. Lu, K.-N. Chen

cosmetics was a personal behavior. Therefore, people would not care other
people’s thinking much.
The study expanded the TPB by adding brand image, involvement, consumer
knowledge and openness to experience. Surprisingly, brand image doesn’t have
significantly influence on purchasing intention, and it was different from the
previous study which showed brand consciousness plays an important role in
predicting Chinese consumers’ attitude toward buying luxury products [22].
This might be that there are too many cosmetic brands in the market. The study
didn’t focus on the prices of cosmetics, so that the respondents may imagine the
cosmetics the cheaper ones which they didn’t care about brands too much and
they also changed brands easily.
Involvement is also found not influence the intention of purchasing cosmet-
ics. It is because cosmetics are a kind of Fast Moving Consumer Good (FMCG)
products which belong to low involvement products [3]. It doesn’t influence
respondents’ decisions to buy cosmetics. In addition, Guthrie and Kim [1] re-
ported people had different levels of involvement would view brands differently,
but the levels of involvement don’t influence the intention of purchasing cos-
metics, so, this might be another reason why brand image doesn’t affect respon-
dents to purchase cosmetics.
In the study, consumer knowledge has positively influence on intention of
purchasing cosmetics, and this result can be explained by the previous study
which reported subjective knowledge would affect where consumers bought
products and what they bought, and then influence their choices to buy products
[15]. This is an interesting finding, and the marketers or the cosmetic companies
can utilize these findings to help themselves promote their products by giving
more information about their cosmetics or trying to teach their customers more
knowledge about the products.
Openness to experience was also found positively influence the intention of
purchasing cosmetics, and this result is consistent with previous study which al-
so showed that openness to experience would positively affect people to buy
free-off cosmetics [2]. It can prove that people who have more this personality
are easily to accept more things around them, and therefore they are easily to
conduct the purchasing behavior. This result gives a suggestion that the cosmetic
retailers and sellers can focus on consumers who seem to have the personality
more, and give them some interesting introduction of the cosmetics may attract
them to buy.

13. Conclusions
The purpose of this study is to investigate what factors will affect consumers to
buy cosmetics. The researchers expanded the TPB by adding brand image, in-
volvement, consumer knowledge and openness to experience.
In the TPB model, only perceived behavioral control has positive influence on
the intention of buying cosmetics. It is more important for consumers to have

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 Y.-C. Lu, K.-N. Chen

enough time or money to accomplish the buying behavior in comparison with

their preference or others’ thinking. The cosmetic companies can provide the
consumers more convenient ways such as cash on delivery or home delivery to
make them feel the buying behavior.
In our study, consumer knowledge has more powerful impact on buying be-
havior than brand image. In comparison with the influence of brand image,
whether consumers think they have sufficient cosmetic knowledge has more sig-
nificant influence on buying intention. When consumers think they have higher
consumer knowledge, they will have more confidence for their buying decision,
and then it will make them have higher buying intention.
Openness to experience has positive influence on buying intention. People
who have higher openness to experience have more intention to buy cosmetics
due to their curiosity or because they are more willing to try new products.
These findings can give future researches or cosmetic companies some sug-
gestions to understand why consumers buy cosmetics and how to make promo-
tion strategies to attract consumers to buy cosmetics.

14. Limitations of Study

The samples were all collected in Taiwan, so that the results might be inconsis-
tent because of different culture, people and environment. Besides, brand image
and involvement in the study didn’t show the influence on the intention of pur-
chasing cosmetics. This could be caused by the study that didn’t restrict the price
factor of the cosmetics. Further research can investigate whether consumers
have high involvement when they purchase luxury cosmetic brands, and there-
fore affect their intention to buy cosmetics.
We all used 7-point Likert scale to measure and this might cause common
method variance. Future researches can use different measurement instruments
in same questionnaire to avoid this bias.
Our questionnaires were handed out on the Internet which might make the
samples not specific enough. Future studies can focus on specific groups (such as
handing out the questionnaires around the department stores or cosmeceutical
stores) to make the research results have more representatives.
We only discussed the direct relationship between the variables and the inten-
tion of buying cosmetics. Futures studies can discuss whether these variables
have interaction or not.

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