기능성 화장품 표시 광고에 대한 소비자의 광고 태도가 행동 의도에 미치는 영향

• 영문명: The effect of consumers' advertising attitude toward functional cosmetics advertising on behavioral intention
• 발행기관: 한국인체미용예술학회
• 저자명: 노은우(Eunwoo Noh) 한지수(Ji-Soo Han)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제4호, 181~197쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

This study aimed to explore how consumers’ attitudes toward product labeling for functional cosmetics influence their behavioral intentions. It also seeks to identify and predict the factors involved, providing valuable insights into this relationship. To achieve this, a questionnaire survey was conducted among adults aged 20 and older. A total of 320 responses were collected and used for final analysis, with the data analyzed using SPSS 26.0. To examine the differences in product labeling for functional cosmetics, multiple response analysis was conducted. The results revealed that consumer awareness ranked as follows: wrinkle care products, whitening products, and sunscreens. This suggests that the previously established categories continue to play a significant role in consumer recognition. In terms of the age of first use of functional cosmetics, the highest frequency was found in the 20-29 age group, indicating a trend of lowered usage among younger consumers compared to previous studies. Additionally, differences in labeling awareness were observed based on gender, with statistically significant variations noted across all age groups and education levels, except for those aged 30-39 and those with a high school diploma. The results of this study showed that higher levels of favorability and trust in advertising correlated with increased behavioral intentions. Furthermore, it was found that women and individuals with higher education levels tend to check functional labeling more frequently. When purchasing functional cosmetics, they also place significant importance on strengthening product labeling standards. Concerns about misleading advertisements, particularly those leading to consumer misconceptions or drug misinterpretations, were notably high. This suggests that as the credibility of advertisements increases, consumers are more likely to adopt a favorable attitude, which in turn enhances their behavioral intentions.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

광고 태도 행동 의도 기능성 화장품 표시 광고 Avertising Attitude Behavioral Intention Functional Cosmetics Labeling Advertisement

참고문헌

• 한국산학기술학회 지
• 한국인체미용예술학회지
• 성신여자대학교 일반 대학원
• 영산대학교 미용예술대학원
• 아시안뷰 티화장품학술지(Asian journal of beauty and cosmetology)
• 연세대학교 언론홍보대학원
• 인문사회과학연구지
• 커뮤니케이션 디자인학연구지(Journal of Communication Design)
• 독일어문학회지
• 한국컴퓨터정보학회지(KSCI review)
• 한국광고PR실학회지
• 연세대학교 대학원
• 우송대학교 경영대학원
• 한국광고학회지
• 한국비즈니스학회지
• 한국인체미용예술학회지
• 가천대학교경영대학원
• 한국인체미용예술학회지
• 서경대학교 대학원
• 신라대학교 산업융합 대학원
• 서경대학교 미용예술대학원
• 대한화장품학회지
• 단국대학교보건복지대학원
• 한국화장품미용학회지
• 한국외식경영학회지
• 경희대학교관광대학원
• 한국호텔관광학회지
• 중앙대학교 의약식품대학원
• 숙명여자대학교원격대학원
• 동신대학교 대학원
• 광주여자대학교교육대학원
• 동의대학교 대학원
• 성신여자대학교뷰티융합대학원
• 숙명여자대학교원격대학원
• 건국대학교산업대학원