Browse > Article
http://dx.doi.org/10.22156/CS4SMB.2020.10.04.168

Effect of Supporters of Cosmetics Company's Beauty Product Evaluation Contents on Purchase Intentions  

Park, Young-Jin (Beauty & Health, Namseoul University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.4, 2020 , pp. 168-174 More about this Journal
Abstract
This study studied the influence of beauty influencers, who act as supporters of cosmetics companies, on the purchase intention of cosmetics by consumers using Instagram content. To this end, we focused on the influence of demographic characteristics of consumers exposed to product evaluation contents of beauty influencers acting as cosmetics company supporters on purchase intention. The research data questionnaire surveyed a total of 15 items in 237 parts. Frequency analysis, factor analysis, independent t test, ANOVA, and multiple regression analysis were used for data analysis, and SPSS 23.0 was used for analysis. As a result of researching purchase intention according to product introduction through Instagram contents of a specific account HAJIN_21 Beauty Influencer, gender did not have a statistically significant positive effect, and final education was statistically influenced on purchase intention. It was found to have a significant positive (+) effect. As a result, it was found that final education was an important factor in purchase intention. Furthermore, it is expected that this study can be used as a basic data in the direction of promotion using cosmetics companies supporters.
Keywords
Cosmetic companies; Supporters; Beauty Influencer; Consumer; Purchase intentions;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 J. H. Lee. (2019. 04. 10.) Launched 'Beauty Supporters' at Hyundai Department Store Duty Free. https://www.etnews.com/20190410000162
2 B. Yoon. (2020. 01. 07). Aekyung Industry, Beauty Supporters' AK Rubber Beauty Club. Seoul News 1. http://news1.kr/articles/?3810285
3 Company Name: Jung Saem Mool. https://blog.naver.com/sy93531/221087522573
4 Company Name:: Makeup forever. https://blog.naver.com/impasmetic/221171691680
5 Company Name: J. Estina. https://blog.naver.com/seon_ss/221117494092
6 Company Name: Stila. https://blog.naver.com/eternqx2/221163562934
7 Company Name: Nature Republic. https://blog.naver.com/stella952/221067668757
8 Y. J. Park. (2020). Effect of the influencer's beauty product evaluation contents on purchase intentions:Focus on product evaluation factors. Dongduk Women's University Master's Thesis.
9 K. H. Won & Y. Ja. Jung. (2019). Impact of Service Quality of Cosmetic Road Shop Male Sales Staff on Purchase Intention. Journal of Convergence for Information Technology, 9(5), 243-251. DOI : 10.22156/CS4SMB.2019.9.5.243   DOI
10 K. G. Lee & S. G. Yi. (2019). The Effect of Consumption Value and Creating Shared Values on Purchase Intention: Focused on Outdoor Brands. Journal of Convergence for Information Technology, 9(1), 105-115. DOI : 10.22156/CS4SMB.2019.9.1.105   DOI
11 H. J. Kim & E. J. Kang. (2018). the Effects of Advertisement Properties In Cosmetics Convergence Advertisement Using PPL On Brand Attitude and Purchasing Intention. Journal of Convergence for Information Technology, 8(4), 87-97. DOI : 10.22156/CS4SMB.2018.8.4.087   DOI
12 S. W. Yoon, K. M. Hwang & S. M. Seo. (2008). The Impact Of Attractiveness On Customer Attitude And Purchase Intention. Korean Strategy Marketing Society. Marketing Editorial, 16(2), 33-56.
13 J. Jo & B. R. Park. (2018). Study on the Effects of Vlog Marketing using Influencer - Focused on Youtube Contents. Korean Society of Design Science. KSDS Conference Proceeding, 11, 90-91.
14 J. A. Yang & H. C Kim. (2016). The Influence Of Tv Home Shopping Show Hosts On Attitudes Toward TV Home Shopping And Purchase Intention: Focusing On Perceived Attractiveness, Truthfulness, And Professionalism', the korean Journal of Advertising. Advertising Research. 27(6), 129-148.   DOI
15 S. G. Yun, G. M. Hwang & M. O. S. (2008). The Effect Of Attractiveness On Customer Attitude And Purchase Intention: Customer Sex, Employee Sex, Product Type Focusing On The Adjustment Effect Of. Marketing Editorial, 16(2), 33-56.
16 Kotra. (2018). 2018 Global Cosmetics Industry White Paper. Seoul:. Kwon. P. H.
17 K. D. Chul. (2019). Cosmetic Industry Analysis Repor. Seoul: Korea Institute for Health Industry Promotion.
18 C. J. Yong, P. K. Rok, S. K. Soo & K. S. Hyun. (2013). Social Media Marketing. Seoul: Mae Kyung Publishing Co.
19 J. Jin. (2017). Instagram Marketing: Everything on Instagram Linking to Success with Hashtag. Seoul: The Runway of Butterflies.
20 https://mediakix.com/influencer-marketing-resources/influencer-marketing-trends//