코스메슈티컬의 경험가치가 인게이지먼트에 미치는 영향

The Effects of Experiential Values on Engagement in Cosmeceuticals

This study attempted to investigate the influence of experiential values on engagement in cosmeceuticals and provide basic data for marketing with a goal of revitalizing cosmeceutical market. For this, a questionnaire survey was conducted against those who bought cosmeceuticals at an H&B store from January 9 to 30, 2021. A total of 287 copies were collected and used for final analysis, and the results found the followings: First, emotional and functional values had a positive effect on conscious participation with statistical significance. Second, emotional and functional values revealed a positive influence on enthusiasm with statistical significance. Third, social and functional values showed a positive effect on social interactions with statistical significance. \The above results confirm that consumers’ value gratification through the experience of cosmeceuticals has a positive influence on engagement and that as the level of such experiential values increases, engagement would become further higher. Considering these facts, it is anticipated that the study results would be helpful as basic data in developing new marketing plans and strategies in cosmeceutical market.