한국응용과학기술학회지 (Journal of the Korean Applied Science and Technology)

  • 제41권2호
  • /
  • Pages.436-446
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  • 2024
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  • 1225-9098(pISSN)
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  • 2288-1069(eISSN)
한국응용과학기술학회 (The Korean Society of Applied Science and Technology)
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화장품 선택에 있어 SNS 광고속성이 광고태도와 구매의도에 미치는 영향

The Effect of SNS Advertising Attributes on Advertising Attitudes and Purchase Intentions in Cosmetics Selection

  • 윤희 (호남대학교 뷰티미용학과 )
  • Hee Yoon (Department of Beauty Art, Honam University)
  • 투고 : 2024.03.19
  • 심사 : 2024.04.26
  • 발행 : 2024.04.30
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초록

This study contemplates the effect of social media advertising attributes on consumers' purchasing decisions in cosmetic products. It will serve as basic data for SNS's advertising strategy and marketing that promotes cosmetics sales. This study conducted a survey and went through the analysis process of SPSS v.25.0 statistical program. Frequency analysis, exploratory factor analysis, descriptive statistical analysis, correlation analysis, and regression analysis were conducted to analyze that informativity, reliability, entertainment, interactivity, and disturbance among SNS advertising attributes were used as effective advertising strategies, which had a positive effect on consumers' purchasing decisions. Therefore, in the cosmetics industry, it is necessary to seek strategies to actively utilize marketing in the social media space to promote consumers' purchase needs and to activate purchases.

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과제정보

This study was supported by research fund from Honam University, 2023

참고문헌

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