성인 여성의 커뮤니케이션 특성이 화장품 광고수용태도 및 구전의도에 미치는 영향

• 영문명: The Effect of Communication on Attitude toward Cosmetic Advertisement and Word-of-Mouth Intention in Adult Women
• 발행기관: 한국인체미용예술학회
• 저자명: 박현아(Hyun-A Park) 이인희(In-Hee Lee)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제21권 제1호, 111~125쪽, 전체 15쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2020.03.20

영문 초록

This study attempted to analyze the effects of communication on attitude of acceptance toward cosmetic advertisement and word-of-mouth intention among adult women and examine. For this, a questionnaire survey was performed from October 10 to 30, 2019, a total of 278 copies were used. The results found the following: First, concerning attitude of acceptance toward cosmetic advertisement, sales promotion, physical environment, advertisement and relationship are critical factors in ‘advertising goodwill’. Second, regarding word-of-mouth intention, advertisement, physical environment, sales promotion were critical. Third, in word-of-mouth intention, ‘information trust’ and ‘advertising goodwill’ were important factors in attitude toward cosmetic advertisement. In modern society, as adult women are often exposed to advertisements their routine, product awareness increases. After garnering interest, it is able to save time and money needed to buy cosmetics. Taking communication with consumers seriously, information can be distributed in a natural way. As stated above, this study has implications that cosmetology industry’s competitiveness can be improved by confirming that diverse communications explained are most crucial factors in cosmetic marketing strategies. It is predict that the study effects would be available as basic data in developing marketing strategies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

커뮤니케이션 광고수용태도 구전의도 Communication Attitude of Acceptance Toward Advertisement Word-of-Mouth Intention