Multigroup analysis and measurement equivalence: Korean and Chinese consumers of Korean cosmetics

We examined the concepts and importance of measurement equivalence tests and how failing to conduct these tests can hinder multigroup analyses, particularly for cross-cultural or cross-national studies. To do so, we developed a conceptual model of Korean cosmetics comprising product characteristics, consumer satisfaction, and repurchase intention, and administered a survey assessing these variables to 356 Korean and 358 Chinese consumers. We then conducted confirmatory factor analyses and multigroup analyses. The measurement equivalence test results revealed significant differences in the measurement methods for Korean and Chinese consumers, necessitating the development of separate modified models. Specifically, the model using cosmetic product characteristics as a single factor was more suitable for Chinese than for Korean consumers. Therefore, we were able to develop separate research models appropriate for each group. Our results also highlight the importance of assessing measurement invariance for social science researchers desiring to perform multigroup analyses in cross-national studies.