온라인 소통 인프라 구축에 따른 화장품 구매행동에 관한 연구

• 영문명: A Study on Cosmetic Purchasing Behaviors depending on the Implementation of Online Communication Infrastructure -Focused on the social network-
• 발행기관: 한국인체미용예술학회
• 저자명: 신다영(Da-Young Sin) 정연자(Yeon-Ja Jung)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제16권 제3호, 129~145쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2015.09.20

영문 초록

This study is aimed to recognize the importance of SNS-based cosmetics brand marketing and provide empirical data after investigating the effects of cosmetics brand’s SNS on women’s intention to buy cosmetics and obtaining results. For this, a preliminary study was conducted against 30 college women from ‘K’ University. For analysis, a total of 210 women in their 20s were sampled and analyzed. The collected data were analyzed using SPSS, and respondents’ characteristics were analyzed with descriptive statistics. In terms of reliability analysis, Cronbach’s alpha was performed. For a feasibility test, factor analysis was carried out. A collection analysis was also conducted to check for multicollinearity among variables. The study results found the followings: ‘Interactivity’, one of SNS message attributes, had a positive effect on respondents’ intention to buy cosmetics. However, ‘easy access’ had no effect on their intention to purchase cosmetics. From the consumers’ perspective, it appears that ‘easy access’ didn’t have a direct effect on their buying behavior. In addition, ‘information offering’ and ‘reliability’ had a positive effect on respondents’ willingness to buy cosmetics. It is expected that these results would strengthen the importance of cosmetics brand’s SNS-based cosmetics bland marketing and accelerate the establishment of brand identity.

목차

I. 서 론

II. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

키워드

온라인 소통 인프라(On-line comunications infrastructure) 상호작용성(Interactivity) 정보제공성(Information Offering) 접근편의성(access convenience) 신뢰성(Reliability) 화장품 구매행동(Perchasing Cosmetic products)