• 한국응용과학기술학회지
• /
• 제41권2호
• /
• pp.436-446
• /
• 2024

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.

• 복식문화연구
• /
• 제19권1호
• /
• pp.150-162
• /
• 2011

Personal health and environment is being aimed recently to show increase in preferences of eco-friendly cosmetics with longing of clean nature, and environment on pure plant ingredients. This study has the purpose of inquiring components and types of magazine advertisement in eco-friendly cosmetics and to analyze the model characteristics. The standards of analysis were classified as product, face, background, article, arrangement of colors, image, and eco-friendly factors. The results of this study are as follow. First, in inquiring the general characteristics of the magazine advertisement in eco-friendly cosmetics, the results were shown as the order of attention on product, face, background, article, arrangement of colors, image and eco-friendly factors. Second, in inquiring the components and types of magazine advertisement in eco-friendly cosmetics, the results showed an attentive difference in product, face, background, article, arrangement of colors and eco-friendly factors. Third, in inquiring relationships of model characteristics between domestic and foreign eco-friendly cosmetics, the results showed lots of domestic cosmetics advertising direct advertising, product type emerged was a lot of character type emerged. International cosmetics advertising, indirect advertising and highlighting the many articles that appeared prominently type is characterized.

• 한국의류학회지
• /
• 제34권5호
• /
• pp.784-796
• /
• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• 패션비즈니스
• /
• 제27권1호
• /
• pp.140-155
• /
• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• 한국의류산업학회지
• /
• 제20권5호
• /
• pp.495-508
• /
• 2018

The purpose of this study is to analyze the effect of characteristics of advertising model on brand personality and the effect of brand personality on brand attitude; and analyze whether the characteristics of the advertising model have a direct effect on the brand attitude or indirectly through the brand personality. A survey was conducted from August 10, 2017 until August 31, 2017, and 400 respondents' survey results were analyzed. For data analysis, SPSS 23.0 was utilized to perform descriptive statistics, factor analysis, t-test, and regression analysis. As a result, five brand personality factors were derived, which are aesthetics, safety/expertise, sophistication, pro-environment, youth, respectively. For advertising model characteristics, seven factors were derived, which are credibility, visibility, attractiveness, expertise, similarity, likeability, and familiarity, respectively. This study investigated the relationship between characteristics of cosmetics advertising model, brand personality, and brand attitude. Brand personality does not play a mediating role between advertising model's characteristics and brand attitude. Advertising model's characteristics have a direct effect on the brand attitude. Consequently, Cosmetics companies should recognize the importance of the characteristics of advertising model and implement the marketing strategy by carefully selecting the advertising model so that consumers can relate the characteristics of advertisement model to the brand attitude which will ultimately lead to positive evaluation of the brand.

• 한국의류학회지
• /
• 제36권10호
• /
• pp.1015-1027
• /
• 2012

This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.

• 대한가정학회지
• /
• 제46권5호
• /
• pp.1-8
• /
• 2008

The purpose of this study was to investigate advertisement effect of bus shelter, according to the congruency between advertising medium and the fashion brand image, and products. Four types of questionnaire are made through pretest. 273 female college students participated in the study. The results were as follows. First, high level of the congruency between advertising medium and the image of brands had effect on the advertisement effect. Second, there were not significant differences in the advertisement attitude and purchasing intention between clothing and cosmetics. However, clothing showed significant differences in the brand attitude than cosmetics did. Finally, interaction affects were not found in the congruency of image and product types. Based on these results, fashion advertisement strategies would be suggested.

• 한국패션뷰티학회지
• /
• 제2권2호
• /
• pp.59-70
• /
• 2004

The purpose of this study were to find out appeal types and variation of make-up image and make-up style in cosmetics advertising. The research of this study were collected from cosmetics advertisement printed in Amole Pacific Cosmetic industry from $1970{\sim}2004$. The results were as follow: 1. A cosmetics advertisement appeal were three types. it were models and products appeal advertisement as emotional appeal, products-appeal and mixed appeal advertisement. 2. A variation of make-up image were different by the time. In the 1970s make-up were model empersis eye-line and colorful make-up were classic and active make-up image. From the 1980s various color make-up were used and persuited of individuality and started to appeal that were romantic and elegance image. In the 1990s multi-color make-up image were manish and modern used ambivalence and multi-message, and in the $2000{\sim}2004$ natural and romantic-sexy remarkable make-up image were used of new concept of beauty.

• 한국생활과학회지
• /
• 제22권2호
• /
• pp.343-355
• /
• 2013

E-reviews, electronic reviews, are generally perceived as trustworthy and credible by the consumers, because it is based on the experiences of other consumers who are independent of the marketers. Therefore, consumers may rely more on the review information as an important cue than direct experience or advertising. This paper explored the structural equation model to investigate the relationships among search motives of e-reviews, attributes of e-review, trust, and purchase intention for cosmetics. A self-questionnaire was developed based on previous researches. Data were collected from 300 female university students experienced purchasing cosmetics at the Internet and were analyzed by AMOS 20.0. Results showed that e-review attributes consisted of three factors: expertise/visuality, quality/functionality and advertising/design. Utilitarian and hedonic search motives were significantly related to expertise/ visuality attributes of e-review and then influenced the purchase intention for cosmetics, mediated by the trust of e-review. However, quality/functionality attributes related by utilitarian motive did not have a significant effect to trust of e-review and purchase intention for cosmetics. Regardless of search motives and trust of e-review, advertising/design attributes of e-review directly related to purchase intention of cosmetics. As predicted, the trust of e-review was an important mediated variable to stimulate the purchase intention of cosmetics at internet. The implications of findings for research and practice are discussed.

• 미래기술융합논문지
• /
• 제2권3호
• /
• pp.49-58
• /
• 2023

본 연구는 브랜드 이미지와 모델 이미지 일치여부에 따른 화장품 광고효과와 브랜드 이미지와 광고 카피 간을 조화롭게 지각하느냐 여부에 따른 화장품 광고효과를 알아봄으로써, 화장품 광고에서 맥락효과를 검증하고자 하였다. 이를 위해 브랜드 가치유형(3)×광고카피유형(3) 요인설계를 이용하여 자료를 수집하였다. 연구결과 첫째, 화장품 브랜드 이미지와 모델 이미지의 일치여부에 따른 광고효과를 확인한 결과, 모델의 이미지와 브랜드의 이미지가 일치할 때 광고태도와 구매의도가 모두 유의미하게 높은 것으로 나타났다. 둘째, 화장품 브랜드 이미지와 카피유형의 일치도 지각여부에 따라 광고효과에서 차이가 있는 가를 확인하였다. 그 결과 화장품 브랜드 이미지와 카피유형이 일치한다고 지각하는 소비자들이 불일치한다고 지각하는 소비자에 비해 광고태도와 구매의도가 모두 유의미하게 높은 것으로 나타났다. 향후 화장품 광고 카피 전략을 세울 때맥락효과를 접목하여 카피전략을 세워야 하는가에 대한 타당성을 제공해 줄 것으로 기대된다.