코스메슈티컬 제품에 대한 소비자의 특성, 소비 가치, 브랜드 태도와 브랜드 로열티 행동의도 간의 구조적 관계
Structural Relationships among Consumer Characteristics, Consumption Value, Brand Attitude and Brand Loyalty Behavioral Intention on Cosmetic Products
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초록
목적: 본 연구에서는 코스메슈티컬 제품에 대한 소비자의 특성, 소비 가치, 브랜드 태도와 브랜드 로열티 행동의도 사이의 구조적 관계를 규명하는데 그 목적이 있다. 방법: 본 연구의 조사대상자는 코스메슈티컬 구매의향 또는 구매경험이 있는 서울 등 수도권 소재 20-60세 여성을 표본집단으로 하여 2024년 8월 1째 주부터 3째 주까지 3주 동안 설문조사를 실시하였으며, 회신된 설문지 350부 가운데 불성실한 응답을 제외하고 유효한 자료인 325명만 최종 분석에 활용하였다. 결과: 조사대상자들의 피부건강관리지식, 피부건강관리행위, 그리고 촉진조건은 코스메슈티컬 소비 가치와 브랜드 태도에 유의한 영향관계임을 확인하였다. 또한 소비가치는 브랜드 태도에 유의한 영향을 미쳤으며, 소비가치와 브랜드 태도는 브랜드로열티행동의도에 유의한 선행변수임이 확인되었다. 결론: 본 연구는 피부건강관리지식, 행위, 촉진조건과 같은 변인들이 코스메슈티컬의 소비가치 및 브랜드 태도와 로열티에 미치는 영향을 실증적으로 분석함으로써, 소비자 행동 이론에 구체적인 사례를 추가한다는 점에서 학술적 의의가 있다.
Abstract
Purpose: This study aims to investigate the structural relationships among consumer characteristics, consumption value, brand attitude, and brand loyalty behavioral intentions regarding cosmeceutical products. Methods: The subjects of this study were women aged 20 to 60 residing in the metropolitan area including Seoul, who have the intention to purchase or have experience purchasing cosmeceutical products. A survey was conducted over three weeks from the first to the third week of August 2024. Out of 350 returned questionnaires, 325 valid responses were used for the final analysis after excluding insincere answers. Results: It was confirmed that the respondents' knowledge of skin health management, skin health management behaviors, and facilitating conditions have significant effects on cosmeceutical consumption value and brand attitude. Additionally, consumption value had a significant impact on brand attitude, and both consumption value and brand attitude were confirmed to be significant antecedent variables affecting brand loyalty behavioral intentions. Conclusion: This study holds academic significance by empirically analyzing how variables such as knowledge of skin health management, behaviors, and facilitating conditions influence the consumption value, brand attitude, and loyalty toward cosmeceuticals. This adds concrete cases to consumer behavior theory.
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