| 화장품 시술체험이 제품 만족도, 브랜드충성도 및제품구매 의도에 미치는 영향 |
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이상영, 이영숙 |
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| An Influence of Cosmetics Procedure Experience on Product Satisfaction, Brand Royalty, and Purchase Intension |
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Sang Young Lee, Young Sook Lee |
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| Abstract |
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Consumption concept(patterns) on cosmetics is changing because domestic cosmetics market has suffered from business depression with economic recession. In the past, we emphasized our experiences and personality, characteristics of products, and their functions. But now experiential consumption just as mental stimulus and sharing feeling of product and its brand is being emphasized. Therefore, cosmetics companies`` marketing strategies are shifting price-oriented to sensitivity-oriented. This study is on the influences of cosmetics procedure experience on product brand, brand royalty, and purchase intension. In this study, I carried out question investigation with the women of20~40 years old. Using the SPSS/Win 12.0 and AMOS 4.01, I analyzed 196 questionnaires. As a result, cosmetics procedure service hadan effect on usefulness of information and convenience of purchase. Value of service had an effect on product satisfaction and brand royalty. Also product satisfaction and brand royalty had an effect on purchase intension. According to the analysis result of the relationship between the cosmetic procedure service and the product satisfaction, it shows that the information usefulness, the purchase convenience and the service value influence the product satisfaction. According to the analysis of relationship of the brand loyalty, it shows that the product usefulness, the purchase convenience and the service value influence the brand loyalty. According to the analysis of relationship between the brand loyalty and the purchase intension, it shows that the result usefulness, the purchase convenience and the service value influence it. Therefore, the cosmetic procedure service including the information usefulness, the convenience of purchase and the service value seems to influence the product satisfaction and the brand loyalty. |
| Key Words:
Cosmetics procedure experience, Product satisfaction, brand loyalty, Product purchasing intention |
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