모바일 서비스 플랫폼을 활용한 체험마케팅이 중년여성의 화장품 구매의도에 미치는 영향

The Effects of Mobile Service Platform-based Experiential Marketing on Cosmetics Purchase Intention in Middle-aged Women

This study investigated the effects of mobile service platform-based experiential marketing on intention to buy cosmetics among middle-aged women. For this, a literature review was performed based on the experience theory proposed by Bernd H. Schmitt, who launched the concept of experiential marketing, and an empirical study was conducted. A total of 350 questionnaires were distributed to middle-aged women aged 40 to 59 living in Seoul and Gyeonggi from August 30 to October 2, 2018, and 307 copies were used for final analysis. For data analysis, frequency analysis, factor analysis, reliability analysis and multiple regression analysis were carried out using SPSS Statistics 25.0, and the results found the following: The cognition, behavior and relation of the experiential marketing had a positive(+) influence on cosmetics purchase intention. It appears that the cognitive, behavioral and relational experiences such as the formation of a community for lifestyle change and information sharing with technical information which appeals to consumer intelligence rather than sensual or emotional experiences which stimulate the five senses showed a positive effect. Therefore, it’s anticipated that the above results can be used by cosmetics makers and experts for marketing such as advertisement and product development, targeting middle-aged women.