리필 화장품의 소비자 만족도가 브랜드 이미지에 미치는 영향

Abstract

Various cosmetics are constantly being produced to meet the demanding sensibilities of beauty consumers, but environmental problems caused by waste behind the huge growth of the beauty industry are also serious. This study recognizes the seriousness of the recycling problem of empty cosmetics containers thrown away as general waste and aims to examine the effect of consumer satisfaction, which plays an important role in marketing in the refill cosmetics field, on the brand image. To this end, the results of the study were derived by using empirical surveys through questionnaire methods for adult male and female consumers who have used refill stations and previous studies. As a result of the study, the average technical statistics of 10 questions corresponding to product and service images in the refill cosmetics brand image are 3.65 (5-point Likert scale 1-very low, 5-very high), and the reliability of the questions is .910, and the average of 8 questions corresponding to consumer satisfaction and loyalty for refill cosmetics is 3.73, and the reliability is.It turned out to be 920. Meanwhile, as a result of regression analysis to confirm the influence of independent variables on dependent variables, consumer satisfaction of refill cosmetics had a statistically significant positive (+) effect on the brand image, and the explanatory power was 75.3%. In conclusion, it is hoped that beauty consumers will recognize the importance of environmental protection for future generations and help the marketing field as a specific revitalization measure to increase the preference for refill cosmetics according to the rapidly changing global beauty trend. However, this study focuses on women in their 20s, so there is a limit to generalizing the results.