Purpose The purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products. Design/methodology/approach This study uses a quantitative approach to test the proposed hypotheses using structural equation modeling. Causal research design is used in this research to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention (RI) of Korean cosmetics products. Findings Results show that perceived price (PP) and country of origin (COO) significantly influence word-of-mouth (WOM). PP, COO and WOM significantly influence RI. WOM is the most influential variable toward RI, followed by COO and PP. Originality/value Very few studies have examined a general construct of RI related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Second, it underscores the role of WOM between the independent variables (PP and COO) and RI as the dependent variable.

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

This study determined the most appropriate thin layer drying model, the effective moisture diffusivity and the activation energy of moisture within Ganoderma lucidum in radio frequency (RF) assisted heat pump drying method. The thin layer drying experiments were conducted with input drying parameters such as: drying temperature of 40, 45 and 50°C and RF power of 0.65, 1.3 and 1.95 kW. In order to select a suitable form of drying curve, seven different thin layer drying models (Lewis, Page, Modified Page, Henderson and Pabis, Verma, Midilli, and Wang and Singh) were fitted to the experimental data. The Verma model was the most adequate model for describing the thin layer drying of Ganoderma lucidum. The average effective moisture diffusivity values varied from 2.34×10 -9 to 3.54×10 -9 m 2 /s. The activation energy values varied from 18.27 to 19.61 kJ/mol over the proposed range of drying temperature and RF power.