화장품유형과 광고유형에 따른 소비자 구매행동 연구

A Study on Types of Cosmetic Products and the Appeal Types of Advertising Impact on Cosmetic Purchase Behavior

&nbsp;&nbsp;The purpose of this study was to investigate the effects of Consumer characteristics types of cosmetic product sand the appeal types of advertising impact in cosmetic puchase behavior.<BR>&nbsp;&nbsp;The pretest subjects were 280, who were conveniently sampled college students in Korea. The main test subjects were classified 280 pretest subjects into 70 high level of self-monitoring subjects and 70 low level of self-monitoring subjects. Main test subjects were assigned to the cell of 2(physical risk : basic cosmetic products vs. psychological risk : color make-up products) × 2(quality appeal advertising vs. image appeal advertising). The data were analysed with ANOVA, using the SAS program.<BR>&nbsp;&nbsp;The result of this study can be summarized as follows ;<BR>&nbsp;&nbsp;In experimental I, the result showed the effect on the consumer preference was the significant 2-way interaction effects between the degree of the self-monitoring (high vs. low) and appeal types of advertising (quality appeal advertising vs. image appeal advertising) as well as between the types of cosmetic products depending on perceived risk (physical risk : basic cosmetic products vs. psychological risk : color make-up products) and appeal types of advertising (quality appeal advertising vs. image appeal advertising).