Low-price Cosmetics Experience Factors Affect Satisfaction with Test Products 으로관계체험 (relate) 은추상적사회집단과의연결로서감각, 감성, 인지, 행동체험을포괄하는개념이다 (Moon et al., 20

Size: px

Start display at page:

Download "Low-price Cosmetics Experience Factors Affect Satisfaction with Test Products 으로관계체험 (relate) 은추상적사회집단과의연결로서감각, 감성, 인지, 행동체험을포괄하는개념이다 (Moon et al., 20"

화연 함
5 years ago
Views:

1 ISSN (Print) ISSN (Online) Asian J Beauty Cosmetol 2016; 14(4): R E S E A R C H A R T I C L E Open Access Effects of Low-price Cosmetics Experience Factors on Satisfaction with Test Products Sang Eun Lee Department of Beauty Arts, Suwon Women s University, Suwon-si, Gyeonggi-do, Korea Corresponding author: Sang Eun Lee, Department of Beauty Arts, Suwon Women s University, 72 Onjeong-ro, Gwonseon-gu, Suwon-si, Gyeonggi-do 16632, Korea Tel.: make-up1004@swc.ac.kr Received August 31, 2016 Revised October 14, 2016 Accepted October 19, 2016 Published December 30, 2016 Abstract Purpose: This study investigated the effects of a strategic experience module that differentiates low-price cosmetic brands with satisfied test products. Methods: Women who had previously visited a low-price cosmetics shop were collected through convenience sampling. The reliability of satisfaction was measured using Cronbach s α. To measure the effects of low-price cosmetics experience factors on satisfaction with test products, correlation analysis and multiple regression analysis were conducted. Results: In terms of correlations between low-price cosmetics experience factors and satisfaction with test products, act was most correlated, followed by relate, think, feel, and sense. In a low-price cosmetics experience, as act, relate, sense, and think increased, satisfaction with test products improved. Conclusion: From this experience of factor-based marketing, the importance of promoting new service marketing in connection with diverse factors and establishing a brand image by offering consumers an opportunity to use products in person becomes evident. Keywords: Experiential marketing, Satisfaction, Low-cost cosmetics, Experience factors, Cosmetics industry Introduction 화장품산업의발전으로인하여제품의특징에대한설명과홍보등으로나열하는마케팅이더이상소비자를자극하지못하는상황에서소비자의감성과이성을자극하는소비심리를이용한체험마케팅이대두되고있다. 저가화장품브랜드는저렴한가격과고가화장품못지않는효과적인제품들을내세우면서소비자들의인기를끌고있지만, 국내중저가화장품브랜드시장의확대로각브랜드마다경쟁이심화되어새로운마케팅전략이필요하게되었다. 특히화장품브랜드의공간연출에있어서는제품테스트존의활성여부에따라매출과직결되는특성을가지고있어체험적공간연출의필요성은매우커졌고, 그에따라체험마케팅에대한관심이커지게되었다 (Lee & Lee, 2013). 전통적마케팅이상품의물리적특징과혜택을강조하여좁은의미의상품범주와경쟁범위를다루고있다면, 체험마케팅은상품범주와경쟁의범위를훨씬더폭넓게정의하고있으며, 고객의이성적판단과감정적요인이존재함을가정하고포괄적이고총체적체험을위해서브랜드이름이나로고, 매장환경, 커뮤니 케이션, 웹사이트, 각종이벤트등다양하고다각적인체험제공수단으로사용하고있다 (Park & Hwang, 2005). 체험은대상과의직접적이고전체적인접촉을뜻하는것으로경험을통하여얻어지는일련의과정을의미한다. 따라서체험은단순히구경하는것이아니고참여하는것, 몸소경험하는것을의미하며, 실제로보고, 듣고, 겪는일또는그과정에서얻는지식이나기능을총체적으로나타내는용어이다 (Yang & Jo, 2016). 그동안체험의중요성은여러학자에의해꾸준히연구되어왔으며특히 Schmitt (1999) 는전략적체험모듈 (strategic experiential modules, SEMs) 에관한연구에서감각적체험, 감성적체험, 인지적체험, 행동적체험, 관계적체험을활용하여소비자의총체적인체험을창조할것을강조하고있다 (Moon et al., 2008; Moon et al., 2015). 감각체험 (sense) 은미학적즐거움, 흥분, 아름다움을제공하는것을의미하며, 감성체험 (feel) 은즐거움, 자부심등으로느낌및감정을제공하는것을말한다 (Kim & Lee, 2014; Yoon, 2015). 인지체험 (think) 은소비자의지성에호소하여놀라움, 호기심, 흥미등을자극하는것을말하며행동체험 (act) 은다른사람과상호작용을통해발생하는결과물을의미하고, 마지막 Copyright c Korea Institute of Dermatological Sciences. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

2 Low-price Cosmetics Experience Factors Affect Satisfaction with Test Products 으로관계체험 (relate) 은추상적사회집단과의연결로서감각, 감성, 인지, 행동체험을포괄하는개념이다 (Moon et al., 2008; Kim & Lee, 2014; Yoon, 2015). Schmitt (1999) 의연구를기반으로 2000년이후체험마케팅관련연구가패션, 관광, 광고, 이벤트등문화컨텐츠분야 (Park & Hwang, 2005; Moon et al., 2008; Shin, 2010; Kim & Lee, 2014; Yoon, 2015) 에서실증연구가활발히진행되고있으나다른분야연구와비교할때화장품산업분야에서선행된저가화장품체험마케팅관련연구는미비한실정이다. 체험제공수단과체험마케팅유형에관한연구 (Lee & Hwang, 2010) 결과에서는, 장기적인고객관계유지와브랜드자산을확보하기위한중요수단으로체험마케팅이적극적으로활용되고있으며고객이제품을미리써볼수있다는주도적인느낌을받을수있는행동마케팅을적극활용해야할것을제시하였다. 체험요인이브랜드관계에미치는영향에관한연구 (Kim & Chung, 2011) 에서는감성적경험이고객과브랜드와의관계형성에중요한변인이며감각과감정을자극할수있는경험마케팅전략이필요하다는것을시사하였다. 또한, Hwang & Lee (2011) 의화장품브랜드숍에서의체험마케팅유형이브랜드만족, 애착및충성도형성에미치는영향에관한연구결과에서소비자체험을중심으로체험마케팅의영향력을고려하여브랜드만족, 애착, 충성도를높이기위해각브랜드에적합한마케팅전략을수립해야함을시사하였다. 이와같은선행연구의결과로, 체험요인이브랜드자산에주요한영향을미칠것이라는예측을할수있으며총체적체험요인또는체험요인의구성요소에따라브랜드와의관계에미치는영향이다르게나타나고있음을알수있다. 이에본연구의목적은저가화장품매장에서체험요인들의총체적관점이직접체험하는테스터제품사용에는어떠한영향을미치는지분석하고자한다. 따라서본연구에서는저가화장품브랜드를차별화시켜주며브랜드가치향상을위한요인을테스트제품사용이라보고, 다른저가브랜드와의경쟁우위를위한수단으로 Schmitt (1999) 가제시한감각, 감성, 인지, 행동, 관계의전략적체험모듈을활용하여저가화장품매장에서나타나는총체적체험요인이테스트제품에미치는만족도와의영향관계를규명하고자한다. 또한체험요인과브랜드간의관련성을재조명하고테스터제품의중요성과이에따른전략적시사점을제공하고자한다. Methods 1. 연구대상및자료수집본연구대상의표집은 2016년 1월 26일부터 2016년 3월 31일까지수도권및경기도지역에서저가화장품을사용한경험이있는성인여성 10대부터 50대까지의연령대를대상으로편의표집하였다. 총 400명에게설문을배포하여자기기입식으로작성하였으며그중응답이불충분한 24부를제외한설문지총 376부를본연구의자료로사용하였다. 2. 측정항목및내용본연구에사용한문항은인구통계학적특성 (5문항), 체험요인 (22문항), 만족도 (12문항) 총 39문항으로구성되었으며, 선행연구 (Hwang, 2006; Moon et al., 2008; Lee & Hwang, 2010; Hwang & Lee, 2011; Kim & Hwang, 2011; Yoon & Lee, 2012) 에서사용된측정항목을수정 보완하였다. 감각요인은매장내분위기, 디스플레이, 조명, 향기와같은요소를포함하여 5문항으로구성하였고, 감성요인은즐거움, 행복감, 새로운경험등의 5문항으로구성하였다. 인지요인으로는호기심자극, 브랜드에대한관심, 흥미와같은요소를포함하여 4문항으로구성하였고, 브랜드와의관계요인은유대감, 친근감등관계요인 4문항을구성하였으며, 마지막으로행동요인은다른사람과상호작용한결과뿐만아니라라이프스타일, 구매빈도등의내용을포함하는 4문항으로구성하였다. 설문지의측정항목구성과출처는다음과같다 (Table 1). 3. 분석방법본연구의실증분석은모두유의수준 5% 에서검증하였으며, 통계처리는 SPSS WIN 21.0 프로그램 (IBM, USA) 을사용하여분석하였다. 1) 인구통계학적특성을알아보기위하여빈도분석 (frequency analysis) 을실시하였다. 2) 저가화장품체험요인및매장방문후테스터제품사용만족도의신뢰도는 Cronbach s α의계수로판단하였다. 3) 저가화장품체험요인이매장방문후테스터제품사용만족도에미치는영향을알아보기위하여상관분석과다중회귀분석을실시하였다. Table 1. Configuration of a questionnaire Research variables Scales No. of questions Quotation & applied data Demographic features Nominal scale 5 Organization of researchers Experience factors 5-point likert scale 22 Satisfaction 5-point likert scale 12 - Moon et al. (2008) - Lee & Hwang (2010) - Hwang & Lee (2011) - Yoon & Lee (2012) - Hwang (2006) - Hyun (2014) 418

3 저가화장품체험요인이테스터제품사용만족도에미치는영향 Results and Discussion 1. 인구통계학적특성연령은 18세이하 가 35.9%, 19 20세 가 49.2%, 21세이상 이 14.9% 이었으며, 한달평균용돈은 30만원이상 34.0%, 20 30만원미만 25.5%, 10 20만원미만 21.8%, 10만원미만 18.6% 순으로나타났다. 한달평균저가브랜드매장방문횟수는 월 2 3 회 가 44.4% 로가장많았고, 이어서 월 4 5 회 23.1%, 월 1회 21.5%, 월 6회이상 10.9% 순이었으며, 매장방문시 1회평균구입금액은 1 5 만원미만 64.9%, 1만원미만 15.7%, 5 10만원미만 14.6%, 10만원이상 4.8% 순이었다. 매장 1회방문시평균쇼핑시간은 10 30분미만 이 59.0%, 10분미만 이 19.9%, 30분 1 시간미만 이 11.7%, 1시간이상 이 9.3% 순으로조사되었다 (Table 2). 2. 저가화장품체험요인과테스터제품사용만족도저가화장품체험요인과매장방문후테스터제품사용만족도순위는 1순위로브랜드감각요인 (M=3.49), 브랜드인지요인 (M=3.47), 브랜드행동요인 (M=3.46), 브랜드감성요인 (M=3.27), 브랜드관계요인 (M=3.21) 순으로체험요인이높았으며, 매장방문후테스터제품사용만족도의평균은 3.49로높게나타났다 (Table 3). Table 2. General features Category Frequency (N) Percentage (%) Age Monthly allowance Frequency of monthly visits Amount spent per visit Average shopping time 18 or under or over Less than KRW 100, KRW 100,000 less than KRW 200, KRW 200,000 less than KRW 300, KRW 300,000 or more Once a month times a month times a month times or more a month Less than KRW 10, KRW 10,000 less than KRW 50, KRW 50,000 less than KRW 100, KRW 100,000 or more Less than 10 min min less than 30 min min less than 1 h h or more Total Table 3. Low-price cosmetics experience factors and satisfaction with the test products Category N Min Max Mean SD Sense Feel Low-price cosmetics experience factors Think Relate Act Satisfaction with the test products SD, Standard deviation 419

4 Low-price Cosmetics Experience Factors Affect Satisfaction with Test Products 3. 신뢰도검증신뢰성의측정방법은동일한측정도구를동일한대상에시간을달리하여적용결과를비교하는검증-재검증, 항목분할측정치의상관도, 내적일관성등이있다. 본연구에서는저가화장품의체험요인의평가항목과만족도의평가항목도구가일관성있게측정되었는지확인하기위해 Cronbach s α 계수를사용하여신뢰도분석을실시하였다. 일반적으로사회과학에서 Cronbach s α 값의기준은 0.6 이상척도이면높은내적일관성의단일차원구성개념으로볼수있다. 따라서본연구의신뢰도분석결과 을나타내어평가항목의척도는내적일관성을가지는단일차원의구성개념인것을확인할수있어 0.6 이상을기준으로신뢰성을평가하였다 (Table 4). 4. 저가화장품체험요인이매장방문후테스터제품사용만족도에미치는영향저가화장품체험요인과매장방문후테스터제품사용만족도와의상관관계연구결과는 Table 5에나타내었다. 매장방문후테스터제품사용만족도는저가화장품체험요인의브랜드행동요인 (r=0.667, p<.001), 브랜드관계요인 (r=0.640, p<.001), 브랜드인지요인 (r=0.629, p<.001), 브랜드감성요인 (r=0.598, p<.001), 브랜드감각요인 (r=0.571, p<.001) 순으로높은정 (+) 의상관관계가있는것으로나타났다. 저가화장품체험요인이매장방문후테스터제품사용만족도에미치는영향을알아보기위하여다중회귀분석을실시한결과, R 2 =0.579로전체변동의 57.9% 로회귀모형을설명하고있음을알수있다 (Table 6). 변수간다중공선성을진단하기위하여분산팽창계수 (variable inflation factor, VIF) 와허용치 (tolerance) 를살펴보았으며, 일반적으로분산팽창계수가 10 이상이거나허용치가 0.1 보다작으면다중공선성의문제가있다고판단하게된다. 본분석에서변수들의 VIF값은모두 10 이하였고, 허용치는 0.1보다크게나타나다중공선성의문제는발생하지않는것으로볼수있다. 모형에대한분산분석결과, 추정된모형은유의한것을알수있으며 (F= , p<.001), 저가화장품체험요인의브랜드행동요인 (ß=0.262, p<.001), 브랜드관계요인 (ß=0.246, p<.001), 브랜드감각요인 (ß=0.191, p<.001), 브랜드인지요인 (ß=0.130, p<.05) 순으로매장방문후테스터제품사용만족도에유의미한영향력을미치는것으로나타났다. 따라서, 저가화장품체험요인중브랜드행동요인과브랜드관계요인, 브랜드감각요인, 브랜드인지요인이높을수록매장방문후테스터제품사용만족도가높은것을알수있다. Conclusion 화장품산업의발전으로인하여성숙기에접어든화장품시장에저가화장품시장이급격히성장하면서치열한경쟁이벌어지고있다. 이러한상황에서는단순한제품광고만으로차별화하기어렵기때문에제품의가격과품질뿐만아니라소비자가생각하는브랜드가치에대한필요를직접체험하여느낄수있도록체험마케팅 Table 4. Reliability test Category No. of questions Cronbach s α Sense Feel Low-price cosmetics experience factors Think Relate Act Satisfaction with the test products Table 5. Correlations between low-price cosmetics experience factors and satisfaction with the test products Category Low-price cosmetics experience factors Sense 1 Low-price cosmetics experience factors Sense Feel Think Relate Act Feel *** 1 Think *** *** 1 Relate *** *** *** 1 Act *** *** *** *** 1 Satisfaction with the test products Satisfaction with test products *** *** *** *** *** 1 Data in table is r value, which is Pearson correlation coefficient. *** p<

5 저가화장품체험요인이테스터제품사용만족도에미치는영향 전략이활발하게전개되고있다. 따라서본연구에서는저가화장품체험요인이제품테스트를통한소비자의만족도에미치는영향을파악함으로써저가화장품마케팅전략구축방안을제시하고자하였으며결과는다음과같다. 첫째, 저가화장품체험요인은브랜드감각요인, 인지요인, 행동요인, 감성요인, 관계요인의순으로높게나타났으며매장방문후테스터제품사용만족도의평균은 3.49로높게나타났다. 이연구결과는시각, 청각, 촉각, 후각등을자극하는감각을통하여즐거움과만족을느끼고브랜드에대한긍정적인태도를갖게되는것을알수있다. 둘째, 저가화장품체험요인이매장방문후테스터제품사용만족도에미치는영향에있어행동요인, 관계요인, 감각요인, 인지요인이높을수록매장방문후테스터제품사용만족도가높은것으로나타났다. 이는체험요인이저가화장품매장방문후테스트제품사용만족도형성에영향을미치는것을알수있으며총체적인체험요인이만족도에작용하는중요한요소임을시사한다. 또한저가화장품매장방문소비자들이테스터제품을직접체험함으로써자신의라이프스타일을변화시키고장기적인고객확보와반복구매를유도할수있으며이러한결과는저가화장품매장의총체적체험요인이브랜드체험에있어서테스터제품사용만족도에대해중요한요소임을알수있다. 따라서저가화장품매장의차별화를위해서는가격, 품질향상뿐만아니라매장의분위기, 디스플레이의요소와소비자의호기심을자극하고, 유대감을형성하고, 즐거움과행복함의감정으로테스트제품의체험에대한만족도를높여재구매를위한행동마케팅요인이중요한변수가되는것을시사한다. 이러한행동적체험은다른사람과의상호작용한결과로발생한체험으로장기적행동패턴의새로운기회를제공함으로써만족도를높게하여궁극적으로는소비자를더욱강하게자극함으로써저가화장품브랜드만의고유성과차별성을나타낼수있다. 이처럼체험요인을활용한마케팅사례는한가지요소를활용하는것이아니라총체적이고복합적으로연계한새로운서비스마케팅 을활용하여소비자에게다양한체험이동시에이루어질수있도록한다. 뿐만아니라단순히 TV 광고를통해서는브랜드이미지를확립하는효과가부족하기때문에소비자가직접보고느끼고경험하는체험요인을활용하여구매행동으로이어질수있는브랜드의이미지를심어주는것이중요할것으로사료된다. 본연구에서는저가화장품매장의총체적체험요인과모든테스터제품에대한만족도를조사하였으나기능적분류에대한세부연구가부족하다는연구의한계점이있다. 따라서향후연구에서는표본의특성을기초제품, 색조제품, 네일제품등으로구체화하여보완연구가진행된다면더욱구체적이고일반화된결과를도출할수있을것이며이를통해제품별체험요인에대한만족도를비교분석하여포괄적인연구결과를얻을수있을것으로사료된다. References Hwang JS, Lee JM. The effect which cosmetic brand shop experience marketing makes on brand satisfaction, attachment and loyalty. Journal of the Korean Society of Cosmetology, 17: , Hwang YS. Perceived service qualities in cosmetics purchasing, those difference and consumer satisfaction among store types. Fashion & Textile Research Journal, 8: , Hyun HK. Effects of festival experiential factors on festival satisfaction and behavioral intention: with focus on Muju firefly festival. The Journal of the Korea Contents Association, 14: , Kim JH, Lee JH. The qualitative study on the customer experience of shopping centers: focused on comparison between internal and external experience elements on Table 6. Effects of low-price cosmetics experience factors on satisfaction with the test products Category Low-price cosmetics experience factors Dependent variables: satisfaction with test products B SD ß t p VIF (Constant) *** Sense *** Feel Think * Relate *** Act *** R 2 =0.579, adj R 2 =0.574, F= *** B, Unstandardized beta; SD, Standard deviation; ß, Standardized beta; t, t score; VIF, Variable inflation factor; R 2, Coefficient of determination; Adj R 2, Adjusted coefficient of determination * p<.05, *** p<

6 Low-price Cosmetics Experience Factors Affect Satisfaction with Test Products the fashion brand stores. Korean Journal of Human Ecology, 23: , Kim MH, Hwang CS. The difference of the satisfaction level according to the shopping orientation of cosmeceuticals: focusing on whitening, sun screen, anti-aging cosmetics. Asian Journal of Beauty and Cosmetology, 9: , Kim SE, Chung MS. The effect of emotional experience with Korea s low-price cosmetic brands on brand relationship. The Research Journal of the Costume Culture, 19: , Lee BR, Lee JK. A study on low-priced cosmetics brand in space direction of applying the theory of marketing experience Pine & Gilmore. Journal of Korea Institute of Spatial Design, 24: 49-58, Lee JM, Hwang J. The effect of experiential marketing on the brand equity of low-priced cosmetics brands. Journal of the Korean Society of Costume, 60: , Moon HK, Youn CR, Park JE, Lee YR. The effects of perceived experiential marketing activity on consumers attitude toward apparel brands. Fashion & Textile Research Journal, 10: , Moon SA, Byun KI, Park SS. The effect of the elements of experiential marketing on the visitors satisfaction, brand attitude and revisit intention: focused on Mungyeong omija festival. Tourism Research, 40: 17-43, Park SY, Hwang JE. Effect of in-store experience on brand attitude and purchase intention. Ewha Management Review, 23: 69-93, Schmitt B. Experiential marketing. Journal of Marketing Management, 15: 53-67, Shin DJ. The effects of experiential factors on enjoyment, satisfaction and behavioral intention in an event: an application of Pine & Gilmore s experience theory. Journal of Tourism Sciences, 34: , Yang GS, Jo EJ. The structural relationship between perceived value, quality of life, and experience: an example from tourists at a Korean tea museum. International Journal of Tourism and Hospitality Research, 30: 17-30, Yoon SM, Lee TH. Effect relationship of the experience on emotion and satisfaction in theme park: focused on the perspective of experiential marketing. Journal of Tourism and Leisure Research, 24: , Yoon SM. The effects of tourist experience from festival on satisfaction from perspectives of experience economy (4Es) and experiential marketing (SEMs): focusing on the Seosan Haemieupseong festival. Journal of Hospitality and Tourism Studies, 17: ,

7 저가화장품체험요인이테스터제품사용만족도에미치는영향 국문초록 저가화장품체험요인이테스터제품사용만족도에미치는영향 이상은수원여자대학교미용예술과, 경기도수원시, 한국 목적 : 본연구는저가화장품브랜드를차별화시켜주는전략적체험모듈을이용하여테스트제품에미치는만족도와의영향관계를규명하고자한다. 방법 : 저가화장품매장방문경험이있는여성을대상으로편의표집하였다. 만족도의신뢰도는 Cronbach s α 계수로판단하였고, 저가화장품체험요인이매장방문후테스터제품사용만족도에미치는영향을알아보기위하여상관분석과다중회귀분석을실시하였다. 결과 : 저가화장품체험요인과매장방문후테스터제품사용만족도와의상관관계는행동요인, 관계요인, 인지요인, 감성요인, 감각요인순으로상관관계가있는것으로나타났다. 저가화장품체험요인에서행동요인과관계요인, 감각요인, 인지요인이높을수록매장방문후테스터제품사용만족도가높은것으로나타났다. 결론 : 체험요인을활용한마케팅사례는한가지요소를활용하는것이아니라총체적이고복합적으로연계한새로운서비스마케팅을활용하여소비자에게다양한체험을직접보고느끼고경험하게함으로써브랜드의이미지를심어주는것이중요할것으로사료된다. 핵심어 : 체험마케팅, 만족도, 저가화장품, 체험요인, 화장품산업 참고문헌 김명희, 황춘섭. 기능성화장품구매성향에따른소비자만족도 : 미백개선제, 자외선차단제, 주름개선제. 아시안뷰티화장품학술지, 9: , 김성은, 정명선. 국내저가화장품브랜드에대한감성적경험이브랜드관계에미치는영향. 복식문화연구, 19: , 김정희, 이진화. 대형쇼핑센터에서의소비자체험에관한탐색적연구 : 패션브랜드매장내 외부에서의체험요소비교를중심으로. 한국생활과학회지, 23: , 문희강, 윤초롱, 박지은, 이유리. 의류브랜드의체험마케팅활동에대한지각이소비자브랜드태도에미치는영향. 한국의류산업학회지, 10: , 박성연, 황정은. 매장내체험적경험이브랜드태도및구매의도에미치는영향 : 디지털체험관을중심으로. 경영논총, 23: 69-93, 신동주. 이벤트에서의체험요소가체험즐거움, 체험만족및행동의도에미치는영향 : Pine & Gilmore의체험이론을중심으로. 관광학연구, 34: , 양길승, 조은주. 체험요인에따른지각가치와삶의질과의구조관계 : 보성한국차박물관관광객을대상으로. 관광연구저널, 30: 17-30, 윤설민, 이태희. 테마파크에서의체험이감정과만족도에미치는영향관계 : 체험마케팅관점을중심으로. 관광레저연구, 24: , 윤설민. 체험경제 (4Es) 와체험마케팅 (SEMs) 관점에의한축제에서의관광객체험이만족도에미치는영향 : 서산해미읍성역사체험축제를중심으로. 호텔관광연구, 17: , 이보람, 이정교. Pine & Gilmore의체험마케팅이론을적용한중저가화장품브랜드공간연출에관한연구. 한국공간디자인학회논문집, 24: 49-58, 이정민, 황진숙. 저가화장품브랜드체험제공수단과체험마케팅유형이브랜드자산에미치는영향. 복식, 60: , 현혜경. 축제체험요인과축제만족, 행동의도와의영향관계 : 무주반딧불축제를중심으로. 한국콘텐츠학회논문지, 14: ,

8 Low-price Cosmetics Experience Factors Affect Satisfaction with Test Products 황연순. 화장품구매시지각된서비스품질, 점포유형에따른차이와고객만족도. 한국의류산업학회지, 8: , 황진숙, 이정민. 화장품브랜드숍에서의체험마케팅유형이브랜드만족, 애착및충성도형성에미치는영향. 한국미용학회 지, 17: ,

9 저가화장품체험요인이테스터제품사용만족도에미치는영향 中文摘要低廉化妆品的体验因素对试用产品满意度的影响李相恩水原女子大學校美容艺术科, 京畿道水原市, 韩国目的 : 利用低廉化妆品品牌差别化战略体验模式阐明试用产品满意度的影响关系方法 : 对访问过低廉化妆品店的成人女性进行抽样的方式选择研究对象满意度的可靠性通过 Cronbach s α 判断为了测量低廉化妆品的体验因素对试用产品满意度的影响, 进行相关分析和多元回归分析结果 : 低廉化妆品体验因素和试用产品满意度的相关性, 行为是最相关的, 其次是关系, 意识, 感性和感觉低廉化妆品体验因素中, 随着行为关系感觉意识的增加, 试用产品满意度也随之增加结论 : 认为体验因素为品牌的基础营销, 不只是利用一种因素, 而是利用与多种因素相结合的复杂型的新的服务营销模式, 为消费者提供看触摸等体验机会, 来建立品牌形象, 更为重要关键词 : 体验营销, 满意度, 低廉化妆品, 体验因素, 化妆品产业 425

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:21~34 Received: 2016/12/04, Accepted: 2016/12/27 Revised: 2016/12/19, Published: 2016/12/30 [ABSTRACT] With the development of the Internet,