화장품 패키지디자인의 캐릭터 컬래버레이션이 구매에 미치는 영향

Abstract

Package design plays an important role as much as the function of product when consumersmake decisions. Cosmetics package design not only protects cosmetic and introduces its functionto consumers, but also stimulates their desire. The trends for emerging of visualization whichincreased products utilizing character collaboration. But, we face lack of studies which comparewith teenage girls and those in their 20s regarding these products. This study defines theconcept of character collaboration and identifies examples. Furthermore, this study indicateshow character collaboration affects consumer's decision to buy. Research design is going intofollows this direction for several reasons. The researcher consisted of several questions toidentify the degree of preference that of recognition, and the willingness to purchase forcharacter-collaborated cosmetics based on similar academic references and examples. Therefore, survey subjects are 140 females from age 12 to age 29. Cosmetic brands are limitedto those with character collaboration among the Top 1-7 brands on domestic sales from 2011 to2017. This research analyzes the degree of recognition, preference and purchase behaviorthrough survey methods. Collected figures are analyzed by SPSS Statistics 23 and the majorstatistic method is frequency analysis and variance analysis. As a result of consumer attitudeanalysis, more than 50% of the whole population shows higher recognition and preference onKorean characters than popular foreign characters, thanks to the effect of SNS. It also tells theway of application is an important factor for middle school students, however, for adults,preference made from personal experience via SNS is most important. The results of the twofactors differ based on the age of consumers. This research will be the cornerstone to contributeto future branding and strategy of cosmetics package design with character collaboration.