화장품 브랜드의 콜라보레이션 제품 특성이 구매의도에 미치는 영향

• 영문명: The Impact of Cosmetics Brand Collaboration Product Characteristics on Purchase Intention: Focusing on the Mediating Effect of Brand Loyalty
• 발행기관: 한국무역연구원
• 저자명: 김민선(Min-Sun Kim) 홍원기(Won-Ki Hong)
• 간행물 정보: 『무역연구』제20권 제2호, 283~300쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

Purpose - This research aims to analyze whether brand loyalty has a mediating effect on the impact of collaboration product characteristics, which companies have recently been actively utilizing, on consumer purchase intention. Design/Methodology/Approach - This research conducted an online survey of 202 male and female adults primarily in their twenties. The main variables are collaboration product characteristics, purchase intention, and brand loyalty. To analyze the relationship of influence, regression analysis, frequency analysis, and reliability analysis were conducted utilizing SPSS, and mediation effect analysis was executed utilizing Process Macro Model 4. Findings - Among the collaboration product characteristics, originality, aesthetics, and scarcity had a significant impact on purchase intention. It was confirmed that brand loyalty had a significant effect on purchase intention. Brand loyalty also was confirmed to have a partial mediating effect on the impact of collaboration product characteristics on purchase intention. Research Implications - First, collaboration was identified as a major factor influencing purchase intention and brand loyalty. Second, these results proved that brand loyalty is a major factor affecting consumer behavior, even within collaboration strategies. Third, in order to promote consumer purchase intention, companies need not only a collaboration strategy that increases product competitiveness but also a marketing strategy that strengthens brand loyalty formed through interactions with consumers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 제언

References

키워드

Brand Loyalty Cosmetics Brand Collaboration Product Characteristics Mediating Effect Purchase Intention