더마코스메틱의 경험가치가 제품신뢰도와 재구매행동에 미치는 영향

The Impact of Experiential Value of DERMA COSMETIC on Product Trust and Repurchase Behavior

This study aimed to examine the impact of DERMA COSMETIC's experiential value on product trust and repurchase behavior. The research involved 215 men and women with prior experience purchasing products from nail salons. Data analysis was conducted using SPSS 25.0, and the findings are as follows: First, the findings indicate that DERMA COSMETIC's experiential value has a significant positive (+) impact on product trust. Specifically, emotional and functional values significantly enhance the perceived popularity of the product, while they also have a notable positive (+) effect on perceived expertise. Second, in terms of repurchase behavior, functional, social, and emotional values were found to exert a significant positive (+) influence on repurchase behavior. Third, product trust was shown to have a significant positive (+) effect on repurchase behavior. The greater the perceived expertise and popularity of the product, the more likely consumers were to repurchase it. In conclusion, the study confirms that a higher experiential value of DERMA COSMETIC leads to greater product trust and increased repurchase behavior. Notably, DERMA COSMETIC’s experiential value plays a key role in consumer satisfaction by strengthening the product’s perceived popularity, expertise, and ability to meet customer needs through functional, social, and emotional values.