바이오 화장품에 지각된 가치가 신뢰 및 재구매 의도에 미치는 영향
Effect of Perceived Value of Bio Cosmetics on Trust and Repurchase Intention
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목적: 본 연구는 바이오 화장품에 대해 인식된 소비 가치 요인들을 살펴보고 바이오 화장품에 대한 소비가치가 신뢰와 재구매 의도에 어떠한 영향을 미치는지를 실증분석을 통해 살펴보는데 그 목적이 있다. 방법: 서울 수도권에 거주하는 20대 이상의 성인들을 표본 집단으로 하여 2022년 3월 1째 주부터 2째 주까지 2주 동안 실시하였으며, 불성실한 응답을 제외하고 유효한 자료인 236명만 최종 분석에 활용하였다. 자료의 통계 처리는 SPSS 27.0과 SPSS Macro 3.4를 사용하여 측정도구의 타당도와 신뢰도, 상관관계, 가설검증을 위한 다중회귀분석 및 부트스트래핑을 실시하였다. 결과: 첫째, 바이오 화장품 소비가치 중에서 기능적 가치, 사회적 가치, 감성적 가치는 신뢰에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 바이오 화장품에 대한 신뢰는 재구매 의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 바이오 화장품 소비가치 요인인 기능적 가치, 사회적 가치, 감성적 가치는 재구매 의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 바이오 화장품 소비가치와 재구매 의도의 관계에서 신뢰의 매개효과가 확인되었다. 결론: 이러한 연구결과는 바이오 화장품에 대한 소비가치와 재구매 의도 간의 영향관계를 실증적으로 살펴보고 신뢰의 매개 효과를 규명해 보았다는데 의미가 있을 것이며, 포스트 코로나 시대를 준비하는 바이오 화장품 산업에 주는 시사점이 클 것이다.
Abstract
Purpose: The purpose of this study is to examine the factors of perceived consumption value of bio cosmetics and to examine how the consumption value of bio cosmetics affects trust and repurchase intention through empirical analysis. Methods: Adults in their 20s or older living in the Seoul metropolitan area were set as a sample group, and a survey was conducted for 2 weeks from the 1st week to the 2nd week of March 2022. Excluding insincere responses, only 236 valid data were used for the final analysis. The statistical analysis of the data was conducted using SPSS 27.0 and SPSS Macro 3.4. This involved assessing the validity and reliability of the measurement tools, examining correlations, and performing multiple regression analysis and bootstrapping for hypothesis testing. Results: First, among the consumption values of bio cosmetics, functional value, social value, and emotional value were found to have a significant positive (+) effect on trust. Second, trust in bio cosmetics was found to have a significant positive (+) effect on repurchase intention. Third, it was found that functional value, social value, and emotional value, which are factors of consumption value of bio cosmetics, had a significant positive (+) effect on repurchase intention. Fourth, the mediating effect of trust was confirmed in the relationship between the consumption value of bio cosmetics and the intention to repurchase. Conclusion: The results of this study will be meaningful in that it empirically examines the influence relationship between consumption value and repurchase intention for bio cosmetics and examines the mediating effect of trust. It will have great implications for the bio-cosmetics industry preparing for the post-corona era.
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