Volume 20, No. 3, 2023
Impact Of Consumer Need For Uniqueness On Purchasing Intention In The Lebanese Aesthetics Clinics: The Mediating Effect Of Brand Attitudes
Rabih KABBOUT
Abstract
This study examines how consumers' value awareness, receptivity to normative influence, and need for novelty affect their propensity to buy in the Lebanese beauty industry. Brand attitudes are being investigated as a potential moderator of the connection between buyer personality factors and willingness to buy. Three hundred and fifty participants from Lebanon's aesthetics clinics were surveyed for this study. The data was analyzed using structural equation modeling (SEM), and the hypotheses were verified via that process. The results suggest that customer psychological qualities greatly effect purchase intention, with consumer desires for uniqueness favorably influencing positively impacting it. According to the study's findings, brand attitudes also play a mediating role between consumers' underlying personality qualities and their propensity to make a purchase. This study adds to the literature by illuminating the function of brand attitudes in moderating the effect of consumer psychological factors on purchase intent in the Lebanese aesthetics industry. The research results may help cosmetic clinics in Lebanon and other comparable settings better understand their target audiences' personality types and brand preferences.
Pages: 181-191
Keywords: This study examines how consumers' value awareness, receptivity to normative influence, and need for novelty affect their propensity to buy in the Lebanese beauty industry. Brand attitudes are being investigated as a potential moderator of the connection