화장품 브랜드 디자인 콜라보레이션이 소비자 구매의도에 미치는 영향 연구 - 이니스프리 브랜드를 중심으로 -
A Study on the Effect of Cosmetic Brand Design Collaboration on Consumer Purchase Intention — Focus on Inissfree Brand —
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초록
브랜드 콜라보레이션 제품은 최근 몇 십 년 동안 젊은 소비자 층이 선호하는 제품 유형 중 하나이다. 화장품 시장에서 치열한 경쟁이 이루어지는 가운데, 브랜드 간의 협력은 새로운 마케팅 모델로 인식되어 왔다. 특히 기업들은 소비자의 브랜드 선호도를 높이고 구매 의도를 자극하기 위해 다양한 콜라보레이션 제품을 출시하고 있다. 이러한 배경 하에 본고는 선행연구를 바탕으로 화장품 브랜드 다자인 콜라보레이션의 개념, 목적과 유형을 파악하고, 이를 바탕으로 콜라보레이션의 유형이 소비자의 구매 의도에 영향을 미치는 요인을 분석하는 데에 목적을둔다. 이를 위해 본고는 중국에서 인기를 끌고 있는 화장품 브랜드 이니스프리의 디자인 콜라보레이션을 연구 대상으로 선정하였으며, 중국 15~25대 소비자를 대상으로 조사하였다. 브랜드 디자인 콜라보레이션에 대한 인지도와 브랜드 선호도를 파악하고 이를 토대로 소비자의 구매 의도에 미치는 영향을 분석하였다. 또한 이 연구에서는 화장품 브랜드 디자인 콜라보레이션의 유형-브랜드 선호도-소비자의 구매의도 간의 상관관계를 가정하여 매개 관계를 점증하였다. 분석결과에 따르면 화장품 브랜드 디자인 콜라보레이션의 유형에서 캐릭터 콜라보레이션, 아트 콜라보레이션, 브랜드 콜라보레이션은 모두 소비자의 구매의도에 정(+)의 영향을 미친 것으로 나타났다.
Abstract
In recent years, brand collaboration products have become increasingly popular among young consumers. Amid fierce competition in the cosmetics market, cooperation between brands has emerged as a novel marketing model. Companies introduce sentiment-driven collaboration products to enhance consumer brand preference and stimulate purchase intentions. This study aims to define the concept, purpose, and types of multilateral collaborations for cosmetics brands, drawing on previous studies, and analyze the factors influencing consumers' purchase intention. This study selected Innisfree’s design collaboration, which is gaining popularity in China, as the focal point. Awareness and preference for brand design collaborations were identified, and their effect on consumers' purchase intentions was analyzed. In addition, the study also exploited the mediating relationship by examining the correlation between the type of cosmetic brand design collaboration, brand preference, and consumer purchase intention. The results indicated that character collaboration, art collaboration, and brand collaboration all positively impacted consumers' purchase intentions in the context of cosmetics brand design collaboration.
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