• Journal of the Korean Home Economics Association
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• v.38 no.6
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• pp.59-70
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• 2000

The purposes of this study were to investigate the effects of the degree self-monitoring, perceived risk and the types of advertising in cosmetic purchase behavior. The data were obtained with an experimental design which was 2${\times}$(2${\times}$2) mixed factorial design. The subjects were classified 280 pre-test subjects into 70 high level of self-monitoring subjects and 70 low level of self-monitoring subjects. The data were analysed with ANOVA, using the SAS program. The result of this study can be summarized as follows ; In experimental I, the effect on the consumer preference was the significant 2-way interaction effects between the degree of the self-monitoring and appeal types of advertising as well as between the types of cosmetic products depending on perceived risk and appeal types of advertising. In experimental II, the effect on the consumer purchase intention was the significant 2-way interaction effects between the degree of the self-monitoring and appeal types of advertising as well as between the types of cosmetic products depending on perceived risk and appeal types of advertising.

• Journal of Convergence for Information Technology
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• v.10 no.4
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• pp.168-174
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• 2020

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.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.443-450
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• 2021

The paper investigates the factors that affect the decision of young Chinese consumers to buy high-end cosmetics. The study is based on the responses obtained by questionnaires from 400 respondents in Guangzhou, China. The information was collected and classified on the basis of gender, occupation, age and education in order to understand the main characteristics of the sample in a better way. The purposive, convenient and quota sampling techniques of non-probability sampling method were used. Besides this, the predictive test was carried out with 30 respondents to ensure the reliability and validity of the questionnaires. The data was put to descriptive statistical analysis and multiple regression analysis in order to verify the hypotheses. The data revealed that, while brand awareness does not affect the consumer attitude about the high-end cosmetics, other factors like product involvement, perceived quality, subjective norm, and word-of-mouth have significant effect on consumer's attitude and consumers' intention about high-end cosmetics. The findings of the study show that subjective norm, perceived value, word-of-mouth, and consumer attitude of cosmetic products highly affect consumers purchase intention of high-end cosmetic products. The research paper helps to form concrete and effective marketing strategy based on various aspects of consumer behavior for high-end cosmetics in China.

• Journal of Distribution Science
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• v.14 no.8
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• pp.123-128
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• 2016

Purpose - Korean Wave that overspreads around Asia and America, especially the Korean beauty wave, has reached Mongolia and Mongolian consumers. Mongolia consumers usually prefer foreign cosmetic brands to local brands, because the local brands cannot satisfy fast changing needs and wants of local consumers. Research design, data, and methodology - Based on previous studies about life style of Mongolian consumers, advertisement properties and consumer behaviors, we propose a research model and related hypothesis. In order to test hypotheses, we analyzed 366 survey data out of 376 by eliminating improper 10 responses. Factor analysis and reliability analysis was conducted by SPSS 22.0. We used multiple regression analysis and parameter analysis to test the relation between variables. Results - As exploring the Mongolian consumers' current usage of cosmetic products, we found that the customers' focus is how the products fit with their skin. Mongolian consumers often get the information about cosmetic products through TV and internet. Mongolian consumers show positive attitudes on the appearance of Korean celebrities in responsibility, while there is no significant effect on attractiveness. Mongolian consumer's behaviors toward brand have positive effect on both responsibility and attractiveness of Korean commercial celebrities. Responsibility and attractiveness of Korean commercial celebrities have positive effect on the behaviors toward advertisements of cosmetic products. Conclusions - Behaviors toward advertisements of cosmetic products have positive effect on both purchase intention and loyalty of customer. Responsibility and attractiveness of Korean commercial celebrities have positive effect on mediating variable of behavior toward advertisement and independent variable of purchase intention. Responsibility and attractiveness of Korean commercial celebrities have positive effect on mediating variable of behavior toward advertisement and independent variable of loyalty of customer. In order to improve the effect of advertisements, firms need to consider not only the technique of the model but also the image of model in regard to trust and professionalism appealing to consumers. In addition, firms need to choose the model who fits in with the image of the firms and the products and service of the firms. Finally, Mongolian consumers tend to acquire the shopping information through TV advertisements, especially featuring Korean popular stars, thus, TV advertisements can be a wise option in Mongolian cosmetic market.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.81-93
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• 2021

This study examined the effects of cosmetic selection attributes on consumers' purchase propensity and recommend intention. In addition, the moderating effect according to the consumer's deal proneness was verified. Finally, a multi-group analysis was conducted to verify the difference in the research model path according to the information source. Through this study, the selection attributes of consumers who purchase cosmetics were clarified. This study aims to meet the needs and demands of the related industry for more detailed and effective strategic insights by clarifying the structure of the influence of these selection attributes on purchase intention and recommendation intention according to the discount purchase intention. In order to achieve the research objectives due to this necessity, a questionnaire of 258 Korean female consumers was collected and used for research. The analysis results showed that product selection attributes, purchase intention, and recommendation intention all had a positive influence. As a result of analyzing the moderation effect according to the consumer's Deal Proneness, the results showed a moderating effect between the selection attribute and the purchase propensity, the selection attribute and the recommend intention, and the purchase propensity and the recommend intention. Finally, it was partially adopted as a result of conducting a multi-group analysis to verify whether individual paths of the model differ according to information sources.

• Journal of Distribution Science
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• v.17 no.1
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• pp.73-87
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• 2019

Purpose - This research aims to investigate the effects that the selection of oriental medicine cosmetics and brand asset attributes have on consumers' economic, emotional and social values in order to shed light on the forms and characteristics of consumption within the globally developing oriental medicine cosmetics market, and in the end positively verify how such perceived values affect purchase intention. In addition, it proposes research outcomes by comparing the differences between national and cultural consumer purchase behavior based on the comparisons of consumer groups in South Korea and China, the major markets for oriental medicine cosmetics. Research design, data, and methodology - Based on advanced research a total of 9 hypotheses were designed and questionnaires consisting of 16 questions to identify six major variables were conducted. Research was carried out centered on Seoul, South Korea, and its surrounding metropolitan area as well as Beijing and Shanghai, China, and a total of 577 sets of significant data were collected. A comparison analysis was then conducted on the data from 285 Koreans and 292 Chinese. A regression analysis and path analysis were also carried out based on a structural equation model to suggest results. Results - Research results show brand value assets had a more crucial impact on consumers' perceived value than consumer selection of oriental medicine cosmetics, while emotional value had a bigger effect on purchase intension than social or economic values. For Chinese consumers in particular, social, economic and emotional values affected purchase intention, while emotional value was the most crucial factor for Korean consumers. Conclusions - With oriental medicine cosmetics, brand characteristics and images that helped express emotional desire proved to be more effective in marketing than the performance aspect of cosmetics, including their functions and ingredients. In the end, products that highlight individual desire and emotion should be introduced instead of those that emphasize price, functions and social characteristics in order to expand the global market of oriental medicine cosmetics.

• Human Ecology Research
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• v.51 no.5
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• pp.513-526
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• 2013

In an effort to protect consumers' rights to information and to promote their freedom of choice, the South Korean government has been enforcing a policy called the cosmetics full ingredients list system since 2008, which requires cosmetics manufacturers to list all of the ingredients used in their products. This policy aims to assist consumers in identifying the causes of possible side effects of cosmetic products. This study uses consumers' demographic information addition to their cosmetics purchase and usage characteristics to learn about consumers' attitudes and utilization intentions and the influence of information from the cosmetics full ingredients list. This study was conducted through a questionnaire based survey administered to women above the age of 20 years across South Korea who use cosmetic products. The questionnaire was distributed to 300 members on the panel of M Brain, an online research institute. The findings of this study are as follows: (1) The level of knowledge on cosmetics' ingredients positively affected the consumers' attitude and utilization intention of information on the cosmetics full ingredients list. (2) The higher the utilization intention for information, the more often consumers checked the packaging of goods. This implies that habitual behavior, such as checking information, leads to increasing intention to utilize of new information. (3) The brand, as a decision-making factor, negatively affected consumers' attitudes regarding information.

• Journal of Digital Convergence
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• v.13 no.6
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• pp.69-79
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• 2015

The purpose of this study is to investigate the effect of national image, brand image, and country of origin on Chinese consumer's purchase attitude and purchase intention of Korean cosmetic products which applied a high and/or convergence technology. The survey was completed by chinese customers and the data is analysis with SPSS 21.0. The results show that national image, brand image, and country of origin image have a positive impact on Chinese consumer's purchase attitude and purchase intention. This results imply that when Korean companies enter into chinese markets, if they perform very aggressive promotion activities on national image, brand image, and country of origin image, they can be successful by transforming positively chinese consumer's purchase attitude and purchase intention of Korean products.

• Journal of the Korea Convergence Society
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• v.9 no.7
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• pp.285-291
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• 2018

The purpose of this research lies in analyzing the corelation between the eco-friendly management activities of a cosmetic company and customers' decision making in terms of purchase. In this research, 355 copies of questionaire from general customers were analyzed using the statistic package program of SPSS v.18.0. Based on the research analysis, the attributes of eco-friendly management activities can be categorized into three factors such as 'energy saving', 'contribution to communities', and 'environment-oriented services' and have the statistically meaningful positive influence on the three factors of customers' decision making; 'purchasing intention', 'assessment of purchase', and 'repurchase'. This research shows that the eco-friendly management activities of a cosmetic company is an important factor for its successful marketing strategy. This research has a significance in that it has studied the eco-friendly management activities of a cosmetic company through stereotyping. We can expect successful marketing effect if a cosmetic company uses eco-friendly products, information, and services in its eco-friendly marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.