• 한국의류산업학회지
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• 제25권1호
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• pp.104-112
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• 2023

This study attempted to investigate the characteristics of beauty influencers' social media contents and examine their influence on color cosmetics purchase intention. For this, female millennials who have shown an interest or subscribed beauty contents on social media platforms as followers were selected by convenience sampling. In terms of a research method, a self-administered questionnaire was performed from September 19 to 30, 2022. Among a total of 220 questionnaires distributed, 200 copies excluding poorly answered ones were used for final analysis. The collected data were analyzed by frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis and multiple regression analysis, using SPSS 24.0, and the results found the followings: First, concerning characteristics of beauty influencers' beauty contents, five factors were derived: reliability, professionalism, social attractiveness, attractive appearance, sympathy In purchase intention, on the contrary, two factors were obtained: base makeup, point makeup. Second, regarding the effects of characteristics of beauty contents on color cosmetics purchase intention, 'professionalism (β = -.170 p = .015)' and 'physical attractiveness (β = -.148, p = .037)' revealed a negative influence with statistical significance. Through the result, by demonstrating the effect on the intention to purchase color cosmetics based on the beauty contents feature of the beauty influencer, it is considered that the purchasing power of the color cosmetics industry will continue to increase and help to suggest more effective color cosmetics promotion ways and indicators which companies can utilize.

• 한국응용과학기술학회지
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• 제38권4호
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• pp.1093-1106
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• 2021

본 연구는 뷰티 인플루언서 마케팅의 중요한 소비계층인 20-30대 여성 소비자를 대상으로 뷰티 인플루언서의 특성이 메이크업행동과 색조화장품 구매의도에 어떠한 영향을 미치는지 규명하고자 하였다. 더불어 뷰티 인플루언서를 활용한 색조화장품 마케팅 및 시장 확대에 도움이 되는 기초정보를 제공하기 위해 수행되었다. 설문지는 서울 및 수도권 지역에 총 563부를 배포하였으며, 최종 531부를 분석 자료로 사용하였다. 연구 결과, 인구통계학적 특성(연령별)에 따른 뷰티 인플루언서 특성의 영향 요인은 신뢰도, 전문도에 따라 차이가 있는 것을 확인하였다. 뷰티 인플루언서 특성의 하위요인별 신뢰도와 전달능력은 모든 메이크업행동에 정(+)의 영향, 전문도는 베이스 메이크업에만 정(+)의 영향, 색조화장품 구매의도에는 신뢰도, 전달능력, 매력도가 정(+)의 영향을 미치는 것으로 나타났으며, 그 중 신뢰도가 가장 큰 정(+)의 영향을 미치는 것으로 나타났다. 따라서 뷰티 인플루언서 특성을 바탕으로 소비자와 소통·공감하고, 보다 다양한 메이크업 및 색조화장품 관련 정보를 더욱 정직하게 전달함으로써 장기적인 관계 유지를 위해 노력해야 할 것이다.

• 산경연구논집
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• 제12권3호
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• pp.21-29
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• 2021

Purpose: The cosmetic industry is one of the significant sectors of the economy that has attracted a wide range of players due to the fast growth rate. The purpose of this research is to identify the effect of container design in influencing consumer purchase intention, pulling together collected textual data regarding two factors. No other research conduct to measure this relationship. Research design, data and methodology: Using web data searching tools, the present researcher coded the data obtained. The web content analysis platform is useful because it allows a researcher to examine themes in texts and, in a way, allows an ideal way to understand links within categories of data. Results: Different components of container design have different impacts on the purchase behavior of different consumers. The most crucial container design components include; shape, color, material and textual, and artistic features. These components are used by designers for different purposes and have different levels of appeal to the consumer. Conclusions: Manufacturers in the cosmetic industry must invest in designing packaging products that are more appealing in shape and color while using high-quality materials to packaging these products. The packaging containers should also be designed to incorporate textual and artistic features that provide more information regarding the products.