한방화장품의 재구매의도 영향요인에 관한 연구

Factors of repurchase intention toward oriental cosmetics -Using trust as a parameter

The purpose of this study is to identify the influence of image and product quality of oriental cosmetics on repurchasing intention with trust as a parameter. Therefore, it is important to identify variables with which oriental cosmetics can secure trust and to find measures to ensure re-purchase for basic oriental cosmetic marketing strategy data. The collected data was analyzed through SPSS program 15.0 ver. and Amos 16.0 and path analysis was conducted to verify the hypothesis of the research. The results of the research are as follows. First, people think that using oriental cosmetics enhances the user’s image considering that oriental cosmetics are luxury goods. This indicates that image has a positive influence on trust. In addition, people believe that new oriental cosmetics utilize oriental medicine whose unique efficacy and safety have been recognized for a long time by people’s experiences and they are appropriate for skin physiological function of Korean people. This implies that the origin of cosmetics influences trust in the product. On the other hand, premium oriental cosmetics with high-end images have names which indicate their efficacy and features well. The quality is also very appropriate for Korean people’s skin. Therefore, exclusivity, distinctiveness and product quality all have influence on trust. However, consumers do not find promotional gifts for oriental cosmetics with high brand recognition favorable. This shows that promotional gifts do not influence trust. Second, when the trust was created based on product quality and image, it leads to the intention to repurchase. It has been verified that customers who are highly satisfied with the product quality have a greater intention to re-purchase. And the brand with more trust is more frequently sold.