두피케어 제품의 이미지 일치성이 구매의도 및 호의도에 미치는 영향 - 기능성 제품을 중심으로

A Study on the purchasing and preference of Scalpcare products to effect of an image accord

&nbsp;&nbsp;Each company strives to attract consumers&quot; interest by providing visualand preferable advertisement with advertising model suitable to product’s image. As a brand promoter among constituent elements of advertisement, advertising model plays an important role in the advertising communication.<BR>&nbsp;&nbsp;In purpose of studying how the effectiveness of advertising model have a direct influence on the behavior of model, I have found that there are two primary factors which are the intention of purchase and favorability that have an influence on customers’ decision according to product involvement of attributes (fidelity, attractiveness) of the model which is consentaneity between model and product.<BR>&nbsp;&nbsp;As a result, when it comes to the hair care product for both high-involvement product and low-involvement product, customers favor highly with the purchase intention and favorability when the product fits the model’s image.<BR>&nbsp;&nbsp;However, the low involvement product has an strong influence on consumers whether they purchase the product or not when the product fits the image of model.<BR>&nbsp;&nbsp;In surveying on an attribute of model and the age of consumers, it concludes that attribute and age do not interact with each other. It seems that the age of consumers does not have an influence much on model’s fidelity and attractiveness.<BR>&nbsp;&nbsp;On the involvement and consentaneity in both high involvement and low involvement product were recognized as suitable to advertisement when model’s image accorded with product, but concluded that it is more suitable for product’s advertisement when high involvement product accorded with image than low involvement product. In hair care product, it seems consumers feel suitable for advertisement when the product fits the image of mode, regardless of high or low involvement product.<BR>&nbsp;&nbsp;The result shows that it is important to take cautious attitude on selecting model to create appropriate advertising effect and to understand what the image of model consumers trust, therefore, lead to consumer’s interest.