코스메슈티컬의 경험가치가 정보탐색과 행동의도에 미치는 영향

The Effects of Experiential Value on Information Search and Behavioral Intention in Cosmeceuticals

This study attempted to investigate the influence of experiential value on information search and behavioral intention in cosmeceuticals and provide basic marketing strategy data to promote cosmeceutical market. For this, a questionnaire survey was performed against consumers in their 20-50s who used a cosmeceutical from H&B stores nationwide at least once for the past year from March 2 to April 17, 2022. A total of 272 copies were used for final analysis, and the results found the followings: First, experiential value had a statistically significant influence on information search. Second, experiential value revealed an effect on behavioral intention with statistical significance. The above results confirm that in cosmeceutical marketing, businesses are required to produce specialized products to enhance the value of their products and suggest promotions to help consumers build beneficiary experiential values with a goal of increasing their interest.