유기농 화장품의 유튜브, 인스타그램, 카카오 SNS의 마케팅 특성이 소비자 신뢰도와 구매의도에 미치는 영향

• 영문명: The Influence of Organic Cosmetic’s Marketing Characteristics of YouTube, Instagram, Kakao SNS on Consumer Credibility and Purchasing Intention
• 발행기관: 한국무역연구원
• 저자명: 홍원기(Won-Ki Hong) 남경두(Kyung-Doo Nam)
• 간행물 정보: 『무역연구』제17권 제4호, 421~438쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.08.30

영문 초록

Purpose - The spread of COVID-19 is increasing interest in un-tact consumption and sustainable consumption. This trend can be shown in the SNS marketing activities of the beauty industry. In particular, it appears that consumers who are interested in organic cosmetics communicate a lot through SNS, so an SNS marketing strategy will be an important means not only for organic cosmetics companies but also for companies that want to launch a new organic cosmetic brand. This research aims to study the influence of organic cosmetic’s SNS marketing characteristics on Consumer Credibility and Purchasing Intention. Cosmetic companies need to strategically operate SNS marketing by referring to the results of this research. Design/Methodology/Approach - In this research, the questionnaire was filled out through Google Survey, and the questionnaire was sent through SNS from May 6, 2021, to May 21, 2021. As a result, a total of 210 survey responses were collected. All of the items used in this research were measured on a 5-point Likert scale and responded from none (=1) to very yes (=5). Descriptive statics, frequency analysis, reliability analysis, and regression analysis were performed using SPSS 24 to confirm the research hypothesis and analyze demographic characteristics. Findings - Among the Marketing Characteristics of SNS, Information Sharing on YouTube and Instagram is a factor that affects Consumer Credibility. And the Enjoyment on YouTube, Instagram and Kakao has an effect on Consumer Credibility and Purchasing Intention. Research Implications - Among the Marketing Characteristics of SNS, Enjoyment was confirmed to be an important factor influencing Consumer Credibility and Purchasing Intention. So it can be seen that cosmetic companies should continuously provide beauty contents with fun and enjoyment about organic cosmetics to consumers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

References

키워드

Consumer Credibility Consumer Purchasing Intention Organic Cosmetics SNS Marketing Characteristics