SNS 화장품 광고속성과 광고몰입, 구매의도의 연관성 연구

Study on the Connection between SNS Cosmetic Advertisement Attributes, Advertisement Immersion and Purchase Intention

The advantage of SNS platform service is two-way communication and fast transmission. These characteristics of SNS are being used as a new market approach for domestic and foreign companies. The summary of the results of this paper is as follows. First, information, amusement, and reliability properties of SNS had a positive influence on advertisement immersion. Second, it was found that the advertising properties of SNS cosmetics have an influence on purchase intention. Among them, pleasure has been identified as the most important attribute. Third, it was found that consumer s commitment to advertising also affects purchase intention. Overall, it can be seen that entertainment is an important factor in the consumer s immersion and purchase intention in the SNS cosmetics advertisement attributes, which suggests that advertisements that can entertain and influence consumers perspectives in SNS cosmetics advertisements are effective. Therefore, in the production of SNS cosmetics advertisements, it is necessary to produce advertisements with reliability are necessary and informationality while focusing on entertainment that can attract the attention of consumers.