기능성 화장품 표시 광고에 대한 소비자의 광고 태도가 행동 의도에 미치는 영향

The effect of consumers' advertising attitude toward functional cosmetics advertising on behavioral intention

This study aimed to explore how consumers’ attitudes toward product labeling for functional cosmetics influence their behavioral intentions. It also seeks to identify and predict the factors involved, providing valuable insights into this relationship. To achieve this, a questionnaire survey was conducted among adults aged 20 and older. A total of 320 responses were collected and used for final analysis, with the data analyzed using SPSS 26.0. To examine the differences in product labeling for functional cosmetics, multiple response analysis was conducted. The results revealed that consumer awareness ranked as follows: wrinkle care products, whitening products, and sunscreens. This suggests that the previously established categories continue to play a significant role in consumer recognition. In terms of the age of first use of functional cosmetics, the highest frequency was found in the 20-29 age group, indicating a trend of lowered usage among younger consumers compared to previous studies. Additionally, differences in labeling awareness were observed based on gender, with statistically significant variations noted across all age groups and education levels, except for those aged 30-39 and those with a high school diploma. The results of this study showed that higher levels of favorability and trust in advertising correlated with increased behavioral intentions. Furthermore, it was found that women and individuals with higher education levels tend to check functional labeling more frequently. When purchasing functional cosmetics, they also place significant importance on strengthening product labeling standards. Concerns about misleading advertisements, particularly those leading to consumer misconceptions or drug misinterpretations, were notably high. This suggests that as the credibility of advertisements increases, consumers are more likely to adopt a favorable attitude, which in turn enhances their behavioral intentions.