왕홍 마케팅과 셀프 뷰티기기의 지각된 가치 및 구매의도 간의 관계
Relationships Between Wanghong Marketing and Perceived Values Purchase Intention of Self-beauty Devices
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초록
The objective of this study was to unveil the causality between Wanghong Marketing and the perceived values and/ or purchase intention of at-home beauty devices of Chinese female consumers. For the purpose of data collection, a self-administered questionnaire survey using WeChat was given to young women in their 20-30s in Jiangsu Province, China, from February 12 to 22, 2023. Although a total of 486 questionnaires were distributed, only 446 copies were collected. Of those, 411 copies, excluding 35 poorly answered ones, were used in the final analysis. Using SPSS 25.0, the collected data were analyzed by frequency analysis, multiple response analysis, descriptive statistics, Pearson correlation coefficient, regression analysis, and mediated regression analysis. The variables used in this study were classified as Wanghong Marketing, perceived values of at-home beauty devices, and purchase intention. Wanghong Marketing was categorized into six factors: informativity, reliability, interactivity, accessibility, playfulness, and dynamicity. The perceived values of at-home beauty devices were divided into three factors: functional value, economic value, and social value. In purchase intention, only one factor (purchase intention) was derived.
Abstract
The objective of this study was to unveil the causality between Wanghong Marketing and the perceived values and/ or purchase intention of at-home beauty devices of Chinese female consumers. For the purpose of data collection, a self-administered questionnaire survey using WeChat was given to young women in their 20-30s in Jiangsu Province, China, from February 12 to 22, 2023. Although a total of 486 questionnaires were distributed, only 446 copies were collected. Of those, 411 copies, excluding 35 poorly answered ones, were used in the final analysis. Using SPSS 25.0, the collected data were analyzed by frequency analysis, multiple response analysis, descriptive statistics, Pearson correlation coefficient, regression analysis, and mediated regression analysis. The variables used in this study were classified as Wanghong Marketing, perceived values of at-home beauty devices, and purchase intention. Wanghong Marketing was categorized into six factors: informativity, reliability, interactivity, accessibility, playfulness, and dynamicity. The perceived values of at-home beauty devices were divided into three factors: functional value, economic value, and social value. In purchase intention, only one factor (purchase intention) was derived.
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