온라인 소통 인프라 구축에 따른 화장품 구매행동에 관한 연구

A Study on Cosmetic Purchasing Behaviors depending on the Implementation of Online Communication Infrastructure -Focused on the social network-

This study is aimed to recognize the importance of SNS-based cosmetics brand marketing and provide empirical data after investigating the effects of cosmetics brand’s SNS on women’s intention to buy cosmetics and obtaining results. For this, a preliminary study was conducted against 30 college women from ‘K’ University. For analysis, a total of 210 women in their 20s were sampled and analyzed. The collected data were analyzed using SPSS, and respondents’ characteristics were analyzed with descriptive statistics. In terms of reliability analysis, Cronbach’s alpha was performed. For a feasibility test, factor analysis was carried out. A collection analysis was also conducted to check for multicollinearity among variables. The study results found the followings: ‘Interactivity’, one of SNS message attributes, had a positive effect on respondents’ intention to buy cosmetics. However, ‘easy access’ had no effect on their intention to purchase cosmetics. From the consumers’ perspective, it appears that ‘easy access’ didn’t have a direct effect on their buying behavior. In addition, ‘information offering’ and ‘reliability’ had a positive effect on respondents’ willingness to buy cosmetics. It is expected that these results would strengthen the importance of cosmetics brand’s SNS-based cosmetics bland marketing and accelerate the establishment of brand identity.