Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Analyzing the correlation between 'Collaborative Cosmetic Package-Design' and customer's actual purchase

제품 차별화를 위한 화장품 콜라보레이션 패키지디자인이 소비자 구매에 미치는 영향

  • Kwak, Gi-Hea (Dept. of Digital Media Design, International Design school for Advanced Studies, Hongik University) ;
  • Kim, Seung-In (Digital Media Design, International Design school for Advanced Studies, Hongik University)
  • 곽지혜 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원)
  • Received : 2016.06.04
  • Accepted : 2016.09.20
  • Published : 2016.09.28
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Abstract

The 'Collaboration Marketing' is at its prime in domestic-cosmetic market. It is one of the most well known strategic marketing methodologies that maximize customers' attention by combining visual images or illustrations with market's current best selling products. The ultimate goal of my study relies on analyzing the correlation between 'Collaboration Package-Design (CPD)' and customer's actual purchase. Literature research was conducted as the primary step for theoretical basis, while the secondary step mainly deals with three different types of existing 'collaboration marketing' in the worldwide cosmetic market. Lastly, an empirical study through hypothesis test, survey and in-depth interview was conducted. As the outcome of study, two among three hypothesis have been proven while 'Character collaboration' which based on the concept of 'Kidult' (combined concept of Kid and adult) is the most popular tool. This study supports the idea that consumers get more influences from 'image and scarcity' of CPD rather than the actual function or performance of cosmetic products.

최근 국내 화장품 업계에서는 소비자들의 이목을 끌기 위하여, 기존 베스트셀러 제품에 일러스트나 이미지를 접목한 콜라보레이션 마케팅이 주류를 이룬다. 본 연구는 화장품 콜라보레이션 패키지디자인이 소비자 구매에 어떠한 영향을 미치는지 알아보는 데 목적이 있다. 연구방법으로는 1차로 이론적 배경을 위하여 문헌연구를 진행하였고, 2차로 국내외 화장품 콜라보레이션 사례를 세 유형으로 (Brand+Brand, Brand+Artist, Brand+Character) 나누어 분석하였다. 3차로 가설 설정 및 화장품 콜라보레이션 패키지 구매대상자를 중심으로 한 설문조사와 심층인터뷰를 통해 실증연구를 진행하였다. 연구 결과, 3개의 가설 중 2개가 채택되었으며, 최근 화장품 시장에서는 '키덜트 문화'를 이용한 캐릭터와의 콜라보레이션이 가장 활발한 것으로 밝혀졌다. 화장품의 기능보다는 콜라보레이션 패키지디자인의 이미지와 희소성이 소비자들의 구매에 큰 영향을 미치는 것으로 나타났다.

Keywords

References

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