화장품업체의 SNS 마케팅이 중국소비자의 브랜드 태도 및 구매의도에 미치는 영향 -산동성 미용전공 여대생 중심으로-
Effects of SNS Marketing of Cosmetics Company on Brand Attitude and Purchase Intention of Chinese Consumers - Focused on Female College Students with Cosmetology Major in Shandong Province, China -
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초록
The present study aimed to investigate effects of SNS marketing of cosmetics companies, specifically its characteristics (eg, provision of information, interactivity, entertainment, dependability), on brand attitude and purchase intentions of Chinese consumers. The study utilized data gathered from 337 survey results. The survey was conducted on female college students majoring in cosmetology in Shandong province, China. The data was subjected to analysis to identify any potential correlation between SNS marketing of cosmetics company and brand attitude and purchase intention. Linear regression analyses were carried out to test the hypothesis; the 3-step mediator regression analysis was subsequently carried out to identify mediated effects. The results identified strong correlation between characteristics of SNS marketing of cosmetic’s companies, namely, provision of information, interactivity, entertainment and dependability on brand attitude and purchase intention, verifying the importance of active SNS marketing activity. Brand attitude increased when dependability and entertainment rose; purchase intention increased when entertainment, dependability and provision of information rose. Purchase intention increased when brand attitude rose. It was consequently found that brand attitude partially mediates the relationship between subfactors of SNS marketing of cosmetics companies (ie, provision of information, interactivity, entertainment and dependability) and purchase intention.
Abstract
The present study aimed to investigate effects of SNS marketing of cosmetics companies, specifically its characteristics (eg, provision of information, interactivity, entertainment, dependability), on brand attitude and purchase intentions of Chinese consumers. The study utilized data gathered from 337 survey results. The survey was conducted on female college students majoring in cosmetology in Shandong province, China. The data was subjected to analysis to identify any potential correlation between SNS marketing of cosmetics company and brand attitude and purchase intention. Linear regression analyses were carried out to test the hypothesis; the 3-step mediator regression analysis was subsequently carried out to identify mediated effects. The results identified strong correlation between characteristics of SNS marketing of cosmetic’s companies, namely, provision of information, interactivity, entertainment and dependability on brand attitude and purchase intention, verifying the importance of active SNS marketing activity. Brand attitude increased when dependability and entertainment rose; purchase intention increased when entertainment, dependability and provision of information rose. Purchase intention increased when brand attitude rose. It was consequently found that brand attitude partially mediates the relationship between subfactors of SNS marketing of cosmetics companies (ie, provision of information, interactivity, entertainment and dependability) and purchase intention.
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