The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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The Effects of Character Characteristics of Collaboration Cosmetics on Consumer Preferences

콜라보레이션 화장품의 캐릭터 특성이 소비자의 호감도에 미치는 영향

  • Received : 2018.08.03
  • Accepted : 2018.10.05
  • Published : 2018.11.30
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Abstract

At the moment, a cosmetic market finds to get new ways for change. In this way, Important of customer affinity emphasizes in the market. A lot of companies, markets are working at getting customer affinity. A study looks for attribute of collaboration cosmetic with famous characters and influence of customer affinity empirically. A survey was done a target was customer have bought collaboration product over once, the data was analysed structural equation. In conclusion, these figures out that familiarity and originality effect to customer affinity positively.

현재 화장품 시장은 새로운 변화를 모색하고 있다. 이에 소비자의 호감도에 대한 중요성은 부각되고 있는 실정이다. 그에 따른 대안에 대해서는 많은 관련 기업과 시장에서 노력하고 있을 것이다. 따라서 본 연구에서는 외부 캐릭터를 이용한 콜라보레이션 화장품의 캐릭터 특성에 대해 알아보고, 소비자의 호감도에 미치는 영향을 실증적으로 살펴보았다. 콜라보레이션 제품을 1회 이상 구매자를 대상으로 설문조사를 실시하였고 구조방정식을 통해 자료를 분석하였다. 분석결과 본 연구는 친숙성과 창의성이 소비자의 호감도에 통계적으로 유의한 영향을 미치고 있음을 확인할 수 있었다.

Keywords

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그림 1. 연구 모델 Fig 1. Research Model

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그림 2. 연구결과 값 모형 Fig 2. Research result value Model

표 1. 측정항목 Table 1. list of measurement

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표 2. 측정항목의 신뢰성과 타당성 Table 2. Reliability and validity of measurement items

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표 3. 구성개념의 상관관계, 평균, 표준편차 Table 3. Correlations among Constructs

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표 4. 가설 검증 결과 Table 4. Hypotheses Testing Results

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