화장품 서브스크립션 커머스를 사용하는 소비자의 구매의사결정과정에 관한 질적연구

Abstract

This study examines purchase decision-making process by consumers who use the brand new subscription commerce. It attempted to determine why they use subscription commerce and what affect it has on beauty box consumers’ purchase behavior. For this, a qualitative research was conducted through an in-depth interview with five beauty box users and analysis of SNS and blog comments. Then, the results found the following. First, cosmetics subscription commerce consumers’ problem perception started with a sensitive response to trends and curiosity for a new product. The characteristics of the problem perception include sensitive response to trends, curiosity for a new product, and frequent purchase of low-involvement products. Second, consumers’ information search was classified into inducement of purchase motivation by word of mouth, information collection, and excellent media utilization ability. Third, consumers’ alternative assessment was divided into clear awareness of the difference between an authentic product and sample, and clear grading and assessment by subscription commerce. Fourth, consumers’ purchase decision-making was classified into decision-making based on price and function, and impulse buy. Lastly, post-purchase behavior included the use of a new product, disposal of the product, self-compensation, and inducement of motivation to use different subscription commerce. It appears that the results would be the basis for new marketing that would emerge in the SNS market that has rapidly evolved in a diverse and complicated manner as well as be a foundation for future subscription commerce-related studies.