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http://dx.doi.org/10.5762/KAIS.2017.18.8.88

The effect of hospital workers cosmeceutical cosmetics product selection on marketing communications  

Kang, Yu-Na (Department of Beauty Arts, Graduate School, Seokyeong University)
Lee, In-Hee (Department of Beauty therapy&Make up, College of Beauty Arts, Seokyeong University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.8, 2017 , pp. 88-98 More about this Journal
Abstract
The purpose of this study is to investigate the effect of product selection of hospital workers cosmeceutical cosmetics on marketing communication among hospital workers who use cosmeceutical cosmetics that have emerged in line with the recent growing medical skin care field.Coping with complaints from consumers who buy cosmeceutical cosmetics in hospitals where cosmeceutical cosmetics are mainly used and sold, and minimizing the influence of negative issues will potentially strengthen consumer relationships. The study was conducted on 520 hospital workers who use cosmeceutical cosmetics in hospitals (dermatology, plastic surgery, women's clinic, and other hospitals) in Seoul, Gyeonggi and Incheon. A total of 502 questionnaires were used for the final analysis. The data analysis consisted of Cronbach's alpha, one-way ANOVA, exploratory factor analysis and Duncan test. Correlation analysis was performed to investigate the correlation between variables, and regression analysis was conducted to test hypotheses. The study results revealed that when choosing cosmetic cosmetics, marketing communication is influential. Especially, product value, quality, and price factors strongly affect marketing communication. This shows that we value the product and quality the most and we want a reasonable price. Considering this, we will pursue differentiated products only from cosmeceutical cosmetics and provide them as basic data necessary for securing potential customers and increasing the sales of cosmeceutical cosmetics in accordance with the changing trends.
Keywords
Hospital Worker's; Impact; Marketing communiactions; Product selection affects Academia-Industrial;
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