쇼핑몰에서 구매제약 요소가 모발 제품의 구매의도에 미치는 영향에 관한 연구

A Study on Influences of Purchase Control Element in the Shopping Mall Upon Purchase Intention for Hair Product -Hair products by utilizing of the Hair cut image-

Hair cut is main element deciding impression formation and various images are delivered according to hair cut design. This is used in sales style that induces direct response in a short time rather than building cognitive and emotional image of consumer in the internet shopping mall. In the purchase intention for hair product using hair cut image suggested in internet shopping, there was difference in influences of purching control element upon consumer's goodwill and purchase intention. In case of purching control element, there was result that goodwill and purchase intention are all high. When purchasing hair product between purching control element there was difference in influence upon consumer goodwill and purchase intention according to brand prominence of hair product- high or low. For purching control element, in case brand prominence was high, goodwill and purchase intention were high; in case brand prominence was low, there was no difference. For non purching control element, there was no difference in purchase intention according to brand prominence of hair product. Hair product is used on body. So, if brand prominence is low, this product is not influenced by promotion skill because consumers do not feel pressure to hurry up to purchase product due to psychological anxiety about product.