한국응용과학기술학회지 (Journal of the Korean Applied Science and Technology)

  • 제40권4호
  • /
  • Pages.825-842
  • /
  • 2023
  • /
  • 1225-9098(pISSN)
  • /
  • 2288-1069(eISSN)
한국응용과학기술학회 (The Korean Society of Applied Science and Technology)
권호 표지
DOI QR코드

DOI QR Code

SNS에서 소비자-브랜드의 상호작용과 소비자-브랜드 관계가 구매동기와 만족도에 미치는 영향 -지각된 연령을 기준으로-

The Effect of the Consumer-Brand Interaction and Relationship on Motivation and Satisfaction in SNS -Based on Perceived Age-

  • 김인옥 (한성대학학교 예술대학원 뷰티에스테틱 전공) ;
  • 문지선 (중원대학교 뷰티케어학과)
  • In-Ok Kim (Dept. of Beauty Esthetics, College of Arts, Hansung University) ;
  • Ji-Sun Moon (Dept. of Beauty Care, Jungwon University)
  • 투고 : 2023.07.12
  • 심사 : 2023.08.24
  • 발행 : 2023.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 SNS 계정으로 화장품 브랜드를 구독하고 있는 10대에서 50대 남녀의 지각된 연령을 기준으로 소비자-브랜드 상호작용과 관계가 구매동기와 만족도에 미치는 영향력을 분석하기 위해 설문 조사를 하였다. 수집된 자료의 통계처리는 SPSS 21.0로 빈도분석, 요인분석, 신뢰도분석, 회귀분석, 다중회귀분석을 하였다. 조사대상자들의 지각된 연령을 타인이 지각한 연령과 스스로 지각한 연령의 차이에 따라 '지각된 저집단', '지각된 중집단', '지각된 고집단'으로 분류하였다. 세 집단은 소비자-브랜드 상호작용과 소비자-브랜드 관계는 구매동기와 유의미한 정의 관계가 나타났고, 소비자-브랜드 관계는 구매동기 중에서도 '매력적'을 설명하는 주요 변수로 나타났다. 세 집단은 소비자-브랜드 상호작용과 소비자-브랜드 관계는 만족도와 유의미한 정의 관계가 나타났고, 소비자-브랜드 관계는 만족도를 설명하는 주요 변수로 나타났다. 그러므로, 본 연구의 결론은 지각된 연령집단별, 소비자-브랜드 상호작용과 소비자-브랜드 관계가 구매동기와 만족도에 정적 영향을 미치는 것으로 나타났다. 특히, 소비자-브랜드 관계는 화장품 구매동기와 만족도에 주요한 변수가 된다는 것을 알 수 있었다. 본 연구는 SNS에서 지각된 연령이 화장품 브랜드 마케팅에 미치는 영향력을 실증적으로 분석함에 따라, 화장품 판매전략을 수립할 수 있는 실무적 시사점 및 마케팅에 활용될 수 있는 기초자료가 될 것으로 사료된다.

This study conducted a survey to analyze the influence of the consumer-brand interaction and the consumer-brand relationship on motivation and satisfaction based on the perceived age of men and women in their teens and 50s who subscribe to cosmetic brands through SNS accounts. For statistical processing of the collected data, frequency analysis, factor analysis, reliability analysis, regression analysis, and multiple regression analysis were performed with SPSS 21.0. The perceived age of the subjects was classified into 'perceived lower group', 'perceived middle group', and 'perceived higher group' according to the difference between the age perceived by others and the age perceived by themselves. In the three groups, the consumer-brand interaction and the consumer-brand relationship showed a meaningful positive relationship with motivation, and the consumer-brand relationship was found to be a major variable explaining 'attractive' among motivation. In the three groups, the consumer-brand interaction and the consumer-brand relationship showed a significant positive relationship with satisfaction, and the consumer-brand relationship appeared as a major variable explaining satisfaction. Therefore, the conclusion of this study is that by perceived age group, the consumer-brand interaction and the consumer-brand relationship have a positive effect on motivation and satisfaction. In particular, it was found that the consumer-brand relationship is a major variable in cosmetics motivation and satisfaction. As this study empirically analyzes the influence of age perceived on SNS on cosmetics brand marketing, it is considered to be a practical implication for establishing cosmetics sales strategy and basic data that can be used for marketing.

키워드

참고문헌

  1. J. Repace, D. Gertner, "An Investigation of Perceived Brand Age, Cognitive Age and Brand Selection", Academy of Business Research Journal, Vol.2, pp. 23-39, (2015).
  2. E. Sherman, L. G. Schiffman, "Applying age-gender theory from social gerontology to understand the consumer well-being of the elderly", Advances in Consumer Research, Vol.11, No.1 pp. 569-573, (1991).
  3. B. Barak, L. G. Schiffman, "Cognitive Age: A Nonchronological Age Variable", Advances in Consumer Research, Vol.8, No.1 pp. 602-606, (1981).
  4. R. Kastenbaum, V. Derbin, P. Sabatini, S. Artt, "'The Ages of Me': Toward Personal and Interpersonal Iefinitions of Functional Aging", Aging and Human Development, Vol.3, No.2 pp. 197-211, (1972).
  5. F. Kohlbacher, L. Sudbury, A. Hofmeister, "Using Self-Perceived Age and the List of Values to Study Older Consumer in 4 Nations", Advances in Consumer Research, Vol.39, pp. 341-346, (2011).
  6. R. Iyer, T. H. Reisenwitz, J. K. Eastman, "The Impact of Cognitive Age on Seniors' Lifestyles", Marketing Management Journal, Vol.18, No.2 pp. 106-118, (2008).
  7. O. Rahman, W. T. Chang, "Understanding Taiwanese Female Baby Boomers through their Perceptions of Clothing and Appearance", The Journal of Design Creative process & The Fshion industry, Vol.10, No.1 pp. 53-77, (2006).
  8. C. C. Chang, "Chronological Age versus Cognitive Age for Younger Consumers", Journal of Advertising, Vol.37, No.3 pp. 19-32, (2008).
  9. K. P. Gwinner, N. Stephens, "Testing the Implied Mediational Role of Cognitive Age", Psychology and Marketing, Vol.18, No.10 pp. 1031-1048, (2001).
  10. C. Teller, E. Gittenberger, P. Schnedlitz, "Cognitive Age and Grocery-Store Patronage by Elderly Shoppers", Journal of Marketing Management, Vol.29, No.3-4 pp. 317-33, (2013).
  11. J. S. Kim, "A Study on the Spending Behaviors, Related to the Cognitive Age of the Consumers in the Elderly Generation : Mainly on the Aspects of the Propensity to Purchase and Different Types of Lifestyles", Unpublished Doctor's Degree thesis, Sookmyung Women's University, (2007).
  12. W. Choi, "The Effects of Senior Consumers' Difference Age and Appearance Satisfaction on their Cosmetics Purchasing Behaviors : Focusing on the Mediation Effects of Time Perspective and Benefit Sought", Unpublished Doctor's Degree thesis, Hankuk University of Foreign Studies, (2021).
  13. N. Souiden, M. Diagne, "Canadian and French men's Consumption of Cosmetics: a Comparison of Their Attitudes and Motivations", Journal of Consumer Marketing, Vol.26, No.2 pp. 97-109, (2009).
  14. E. Merinville, G. Z. Grennan, J. M. Gillbro, J. Mathieu, A. Mavon, "Influence of Facial Skin Ageing Characteristics on the Perceived Age in a Russian Female Population", International Journal of Cosmetic Science, Vol.37, No.1 pp. 3-8, (2015).
  15. W. J. Choi, "The Typology of Consumers' Perception on Online Word-of-mouth Communication: Based on a Case Study of The North Face", Journal of KSSSS, Vol.25, No.10 pp. 5-20, (2012).
  16. S. Saleem, Y. Feng, A. Luqman, "Excessive SNS Use at Work, Technological Conflicts and Employee Performance: A Social-Cognitive-Behavioral Perspective ", Technology in Society, Vol.65, pp. 101584, (2021).
  17. H. Wang, E. Ko, A. Woodside, J. Yu, "SNS Marketing Activities as a Sustainable Competitive Advantage and Traditional Market Equity", Journal of Business Research, Vol.130, pp. 378-383, (2021).
  18. U. Kim, "An Evaluation of the Effects of Perceived SNS Interactivity and Seller Influence Tactics on Automobile Purchase Intention : Mediating Effects of Brand Trust and Seller Trust and Moderating Effect of Consumer Informedness", Unpublished Doctor's Degree thesis, Hankuk University of Foreign Studies, (2021).
  19. S. S. You, "A Study on the Components and Effects of Interactivity in SNS", Unpublished Doctor's Degree thesis, Hongik University, (2019).
  20. A. Y. Cho, "The Impact of Interactivity in Brand SNS on e-Word of Mouth: Focusing on the Mediating Role of Brand Empathy and Brand Support", Unpublished Master's Degree thesis, Ewha Womans University, (2015).
  21. J. Y. Suh, "Influence of the Congruence between Brand Personality and Self-Image on Consumer's Relations, Consumer's Satisfaction and Brand attachment: Based on Coffee Shop Business", Unpublished Doctor's Degree thesis, Kyonggi University, (2011).
  22. M. Blackston, "Observations: Building Brand Equity By Managing The Brand's Relationships", Journal of Advertising Research, Vol.40, No.6 pp. 101-105, (2000).
  23. J. Y. Hong, "Effects of Brand Experience and Personality on Consumer-Brand Relationships, Attachment and Loyalty: A Comparison of Domestic and Global Brand Coffee Shops", Unpublished Doctor's Degree thesis, Kyonggi University, (2014).
  24. P. K. Dey, N. Petridis, K. Petridks, C. Malesios, J. D. Nixon, S. K. Ghosh, "Environmental Management and Corporate Social Responsibility Practices of Small and Medium-Sized Enterprises", Journal of Cleaner Production, Vol.195, pp. 687-702, (2018).
  25. S. M. Lim, I. H. Lee, "Effect of Consumption Propensity on Purchase Motive of Cosmetics of Female College Students", Journal of Korea Academia-Industrial cooperation Society, Vol.18, No.9 pp. 267-280, (2017).
  26. K. F. Handriana, F. B. Tan, "The Mediating Role of Trust and Commitment on Members' Continuous Knowledge Sharing Intention: A Commitment-Trust Theory Perspective", International Journal of Information Management, Vol.35, No.2 pp. 145-151, (2015).
  27. A. R. Go, "A Study on Consumption Value, Cosmetic Product Use Behavior, and Cosmetic Product Purchase Behavior depending on Lifestyle Types of Adult Women", Unpublished Doctor's Degree thesis, Daejeon University, (2018).
  28. J. Lee, "The Effect of Cosmetics Consumption Want on Buying Motive, Brand Satisfaction, Attachment, and Loyalty", Unpublished Doctor's Degree thesis, Konkuk University, (2012).
  29. H. L. Hong, "A Study on how the Attributes of a Supermarket, relates to Customer Satisfaction and Re-visits : Focusing on the Mediating Effect of Customer Satisfaction", Unpublished Master's Degree thesis, Chung Ang University, (2020).
  30. J. M. Kim, "Effects of Characteristics of WOM in online on the Satisfaction for Maskpack Customer : Mediation Effect of WOM Adoption", Unpublished Master's Degree thesis, Seokyeong University, (2020).
  31. S. Y. Kim, M. S. Park, "A Study on the Purchasing Motivation and Satisfaction towards the Ethical Products for Married Women", Journal of Consumption Culture, Vol.14, No.4 pp. 95-117, (2011).
  32. H. S. Seo, "The Effects of Differences between Chronological Age and Self-perceived Age in New Middle-aged Women on Body Image and Cosmetics Purchase Intention", Unpublished Master's Degree thesis, SeokyeongUniversity, (2015).
  33. O. Rahman, H. Yu, "Key antecedents to the shopping behaviours and preferences of aging consumers : A qualitative study", Journal of Fashion Marketing and Management, Vol.23, No.2 pp. 193-208, (2019).
  34. E. J. Lee, B. Bibigul, "Effect of Usage Motivation of Luxury Fashion Brands' Instagram on Flow, Enjoyment, and Purchase Intention", The Journal of the Convergence on Culture Technology, Vol.7, No.4 pp. 405-413, (2021).
  35. G, J. Nam, J. K. Lee, "The Effects of One Person Media Broadcasting Use Motivation and Social Viewing on Consumer Brand Attitudes, Brand Engagement, and Purchase Intention", The Journal of the Korea Contents Association, Vol.20, No.7 pp. 30 -46, (2020).
  36. E. Lee, "The Effect of Social Media Influencer's Parpasocial Interaction and Relationship on Users's Brand Attitude and Purchase Intention", The Journal of the Korea Contents Association, vol.21, No.3 pp. 270-281, (2021).
  37. C. Chua, J. A. Cote, S. M. Leong, "The Antecedents of Cognitive Age", Advances in Consumer Research, Vol.17 pp. 880- 885, (1990).
  38. C. E. Kim, J. H. Lee, "The Influence of Relationship Benefits of Luxury Brand SNS Potential Consumers on Purchase Intention - Focused on the Moderating Effect of SNS Involvement - ", Korean Society of Fashion Design, Vol.21, No.1 pp. 123-141, (2021).
  39. J. S. Oh, "A Study on the Relationship among Brand Personality of Sports Goods on Consumer-Brand Relationship and Repurchase Intention", Korean Journal of Convergence Science, Vol.9, No.3 pp. 163-177, (2020).
  40. J. H. Lee, S. G. Jung, "A Study on the Influence of PUI and Interaction of Home Air Purifier on Brand Preference and Purchase Intention", Industrial design, Vol.13, No.3 pp. 40-53, (2019).
  41. B. J. Kim, M. S. Kang, J. C. Shin, "A Study on the Determinants and Performance of Consumer-Brand Relationship", The Korean journal of Advertising, Vol.16, No.3 pp. 55-81, (2005).
  42. J. K. Eastman, R. Iyer, "The Impact of Cognitive age on Internet Use of the Elderly: an Introduction to the Public Policy Implications", International Journal of Consumer Studies, Vol.29, No.2 pp. 125-136, (2005).
  43. S. C. Wei, "Consumers' Demographic Characteristics, Cognitive Ages, and Innovativeness", Advances in Consumer Research, Vol.32, No.1 pp. 633-640, (2005).
  44. M. T. Kim, "A Study on the Mediating Roles of SNS Brand Page Relationships among Consumer-Brand Relationship, Consumer-Consumer relationship and Brand Loyalty: Focus on Difference among the Levels of Involvement and Consumer-Brand Interactivity", Journal of Business Research, Vol.32, No.1 pp. 69-95, (2017).
  45. J. G. Kim, I. S. Kim, "The Effects of e-Brand Determinants on the e-Loyalty", Journal of Global Management, Vol.10, No.3 pp. 1-24, (2013).
  46. C. I. Park, K. Y. Nam, "The Effects of Food Instagram Users' Motivation on flow, Satisfaction and Revisit Intention", Korean Journal of Hospitality & Tourism, Vol.29, No.8 pp. 43-16, (2020).
  47. E. K. Han, S. J. Song, H. N. Lim, "The Motives for Using Social Commerce and Satisfaction, Repurchase Intention: Based on the Uses and Gratification Theory", The Korean Journal of Advertising and Public Relations, Vol.13, No.3 pp. 298-325, (2011).
  48. K. P. Gwinner, N. Stephens, "Testing the Implied Mediational Role of Cognitive Age", Psychology and Marketing, Vol.18, No.10 pp. 1031-1048, (2001).