||Compared to the traditional channels to purchase cosmetics from department store or over-the-counter store, Internet e-commerce provides consumers a more convenient and easier way without the limitations of time and/or geographical issues. In addition to increasing online consumption, but also provided a variety of products sold online, so as the cosmeceutical products. Taiwan Food and Drug Administration does not have any mandatory regulations to restrict cosmeceutical without approval sold in the online retailers, consumers might purchase the cosmeceutical without approval through parallel importation. This brings about some consumers get harms from these cosmeceutical without approval purchased online, some online cosmeceutical retailers and cosmeceutical brand owners lost their reputations, and the government lost prestige.
Based on the theory of consumption value (Sheth, Newman and Gross, 1991), a research framework and hypotheses were proposed in this study. This study aims to investigate those who had online purchasing cosmeceutical experience; therefore, the Internet survey is a suitable sampling method. A period of two weeks to collect questionnaires online, a total of 338 questionnaires were collected and 252 were valid after excluding 86 ones. This study adopts structural equation modeling (SEM) to examine the proposed hypotheses and the impact of the approval of cosmeceutical on consumer’s consumption intention in the online stores will be also included.
The results indicate that consumer’s “functional value”, “epistemic value” and “conditional value” have significant positive effects on consumer's cosmeceutical consumption intention online. As for the moderating effect of the approval of cosmeceutical sold online, the empirical results indicate that the approval of cosmeceutical sold online exerts its moderating effect on the relationship between consumer's "conditional value" and his/her cosmeceutical consumption intention online .
Based on the empirical results, some suggestions for cosmeceutical brand owner, marketing companies, government, manufacturing and OEM (Original Equipment Manufacturer) are provided in this study. Research limitations and future research suggestions are also provided in this study.