화장품 제품 형태의 독특한 디자인이 소비자들의 지각된 브랜드 경험에 미치는 영향
Effects of Consumers’ Perceived Distinctiveness of Cosmetics Package Design on Brand Experience
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초록
소비자들이 지각하는 브랜드 경험은 소비자-브랜드 관계형성에 중요한 변수로 수많은 브랜드가 치열하게 경쟁하는국내 화장품 시장에서브랜드 성공에 중요한 요소가 될 수 있다. 브랜드 경험은 브랜드와 관련된 수많은 자극들을 경험하는 과정에서 형성되며, 이 중 브랜드 상품의 외형 디자인 또한 브랜드에 대한 소비자 경험을 제공할 수 있을 것이다. 이에 본 연구는 화장품 형태 디자인의 독특함이 구매자들의 지각된 브랜드 경험에 영향을 줄 수 있다는 가설을 바탕으로 이에 대한 실증분석을 하였다. 또한 지각된 브랜드 경험이 소비자들의 브랜드 가치 및 충성도에 미치는 영향을 검증하였다. 실증분석을 위해 최근 6개월 이내 화장품 구매 경험이 있는국내 소비자를 대상으로 온라인 설문을 실시하였고 최종 256 부(남: 128명, 여: 128명)의 응답을 바탕으로 구조방정식모형분석을 실시하였다. 본 연구 결과 구매자들이 화장품 형태 디자인이 독특하고 다른 화장품과 눈에 띄게 다르다고 느낄수록 그들이 구매한 브랜드에 대한 지각된 경험은 보다 호의적으로 향상되는 것으로 나타났다. 또한 향상된 브랜드 경험은구매자로 하여금 그 브랜드에 대한 가치를 높게 느끼게 하고충성도를 향상시키는 것으로 나타났다. 본 연구 결과를 토대로 소비자들에게 성공적인 브랜드 경험 제공을 위해서 시각적인 독특함을 제공하는 상품 형태 디자인 역할을 보여주며이는 궁극적으로 브랜드 가치 및 충성도에 영향을 주어 브랜드 성공에 중요한 역할을 할 수 있음을 시사한다.
Abstract
Consumers’ perceived brand experience is considered a crucial concept that develops and maintains consumer-br and relationships. Brand experience is developed as cons umers interact with various brand-related stimuli. Produ ct form is one of the stimuli that can affect consumers’ perceived brand experience. To enhance our understandin g of consumers’ brand experience in the context of cosme tic market, the current study proposes and tests the follo wing hypothesized model: consumers’ perceived distincti veness of cosmetic forms positively influences their perce ived brand experience, which in turn influences their perc eived brand value and loyalty. In order to test the model, online survey was employed. A consentient sample of 256 participants(male: 128, female: 128) was used for data an alysis. A structural equation modeling analysis reveals th at consumers’ perceived distinctiveness of cosmetics for ms increases their perceived brand experience. The findi ngs also show that, as consumers exhibit a greater level of brand experience, they are more likely to exhibit a hig her level of perceived value and brand loyalty. Results of the study suggest that product forms play a crucial role in providing consumers with attractive brand experience s, which ultimately can lead to the success of the brand.
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