화장품 기업의 공익연계 마케팅이 브랜드 이미지 및 브랜드 태도에 미치는 영향
Effects of Cosmetics Companies' Cause-related Marketing on Brand Images and Brand Attitudes
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Cleaning is an important factor in skin health, however, use of facial cosmetics that are not suitable for a particular skin type can have a negative effect on skin health. Therefore, recognition and selection of appropriate facial cosmetics that are suitable to the individual is important. In this study, a questionnaire administered to 200 adults in their teens and 50s was used as analysis data in order to analyze the effect of the selection factors for facial cosmetics regarding the purchase behavior and purchase satisfaction for facial cosmetics. The questionnaire consisted of questions examining the significant gap between the selection factors for facial cosmetics on purchase behavior and purchase satisfaction. Regarding the research method, factor analysis was performed in an effort to determine the general characteristics of the survey subjects, and calculation of Cronbach's g 2 coefficient was performed in order to verify reliability. In addition, a correlation analysis was performed in order to determine the mean and standard deviation between variables, and a regression analysis was performed in order to determine the effect of preference factors on purchase behavior and purchase satisfaction. The results are as follows. When purchasing face cosmetics, the preference for functionality, productivity, economy, and brandliness had a positive (+) effect on purchase behavior. The preference for productivity, brand, and functionality showed a statistically significant positive (+) effect on functional satisfaction. The preference for productivity, economy, and functionality showed a statistically positive (+) effect on aesthetic satisfaction. The preference for productivity, economy, and functionality showed a statistically positive (+) effect on aesthetic satisfaction. In conclusion, the findings of this study demonstrated that preference factors for facial cleansing cosmetics have a significant effect on purchase behavior and purchase satisfaction.
Abstract
Cleaning is an important factor in skin health, however, use of facial cosmetics that are not suitable for a particular skin type can have a negative effect on skin health. Therefore, recognition and selection of appropriate facial cosmetics that are suitable to the individual is important. In this study, a questionnaire administered to 200 adults in their teens and 50s was used as analysis data in order to analyze the effect of the selection factors for facial cosmetics regarding the purchase behavior and purchase satisfaction for facial cosmetics. The questionnaire consisted of questions examining the significant gap between the selection factors for facial cosmetics on purchase behavior and purchase satisfaction. Regarding the research method, factor analysis was performed in an effort to determine the general characteristics of the survey subjects, and calculation of Cronbach's g 2 coefficient was performed in order to verify reliability. In addition, a correlation analysis was performed in order to determine the mean and standard deviation between variables, and a regression analysis was performed in order to determine the effect of preference factors on purchase behavior and purchase satisfaction. The results are as follows. When purchasing face cosmetics, the preference for functionality, productivity, economy, and brandliness had a positive (+) effect on purchase behavior. The preference for productivity, brand, and functionality showed a statistically significant positive (+) effect on functional satisfaction. The preference for productivity, economy, and functionality showed a statistically positive (+) effect on aesthetic satisfaction. The preference for productivity, economy, and functionality showed a statistically positive (+) effect on aesthetic satisfaction. In conclusion, the findings of this study demonstrated that preference factors for facial cleansing cosmetics have a significant effect on purchase behavior and purchase satisfaction.
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