ISSN (Print) Asian J Beauty Cosmetol 2016; 14(1): ISSN (Online) R E S E A R C H A R T I C L E

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1 ISSN (Print) Asian J Beauty Cosmetol 2016; 14(1): ISSN (Online) R E S E A R C H A R T I C L E Open Access Effects of Visual Images of Low-cost Cosmetics on Consumer Types and their Behaviors Sang Eun Lee Department of Beauty and Arts, Suwon Women s University, Suwon-si, Gyeonggi-do, Korea Corresponding author: Sang Eun Lee, Department of Beauty and Arts, Suwon Women s University, 72 Onjeong-ro, Gwonseon-gu, Suwon-si, Gyeonggi-do 16632, Korea Tel.: make-up1004@swc.ac.kr Received February 15, 2016 Revised March 23, 2016 Accepted March 23, 2016 Published March 30, 2016 Abstract Purpose: This study attempted to unveil differences in the effects of the visual image parameters of low-cost cosmetics on consumer type and buying behavior. Methods: Adult women who used low-cost cosmetics before were recruited through convenience sampling. For a validity test, factor analysis, one-way ANOVA, Scheffe s multiple range test and multiple regression were performed. Results: In terms of visual images, the following five factors were derived: logo color, product container design, brand logo, cosmetics poster and display. Regarding a consumer type, trendy, economic and planned types were found. The logo color and display revealed a significant difference depending on the time and place of purchase. A significant influence was partially found according to consumer type. Conclusion: The study results propose the development of a marketing differentiation strategy using unique visual images in addition to the improvement of standardized product quality and price competitiveness, understanding the fact that the visual images of low-price cosmetics have a positive effect on consumer type and buying behavior. Keywords: Visual image, Low-cost cosmetics, Consumer types, Buying behavior, Cosmetic industry Introduction 국내의화장품산업은 1960년대에이르러본격적인산업으로규모를갖추게되었고, 이후방문판매, 화장품전문점을거쳐 1990년대에이르러마트, 체인점, 홈쇼핑, 인터넷쇼핑몰등으로화장품유통경로가확대되면서화장품시장이더욱성장하였다. 현재의화장품시장은다각화된유통채널로구매가쉽고편리해졌으며, 다양한소비자들의욕구에부응하기위하여빠르게변화하고있다 (Lee et al., 2012). 그중에서도 2003년화장품제조회사인 Able C&C 가국내저가화장품브랜드숍 미샤 를선도적으로오픈하여유통업계에뛰어들면서, 유통구조의개선및제품의질향상, 다양한이벤트제공, 체험공간등을통하여소비자와브랜드간의긍정적인유대관계를형성하여브랜드이미지를구축하는화장품시판시장의새로운트렌드를창출하였다 (Lee & Hwang, 2010). 미샤런칭에이어더페이스샵, 뷰티크레딧, 토니모리, 스 킨푸드, 에뛰드등은저가화장품초고속성공에가담하면서과거화장품은사치품이고비싼화장품이좋다라는소비자들의고정관념을탈피하였고, 매출이증가하는등영업성과를거두고있다 (Ahn & Shin, 2012). 또한기초, 색조, 헤어, 네일, 바디등다양한구성으로여성제품뿐만아니라남성, 어린이등다양한소비자의욕구를파악하고좀더세분화된구성으로활발한성장을이루었다 (Kim, 2011). 저가화장품브랜드들은기업간제품의물리적기술격차가좁혀지고있는상황에서낮은품질의제품으로만소비자에게요구하는것이아니라, 제품의특성이나기술수준에대한차별적우위를갖는것도중요하다. 이러한제품으로부터형성된이미지가 소비자에게어떠한의미를전달해주는가 하는측면에서의총체적관리 (Management) 가기업의생존과지속적인성장을위한가장핵심적인요인이라고할수있다. 실제로저가라는가격경쟁력보다는브랜드마다각각다른브랜드컨셉을채택하고컨셉에맞춘제품을출시함으로써고객몰이에나서고있다 (Chung & Kim, 2009). 특히화장품 Copyright c Korea Institute for Skin and Clinical 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 Effects of Visual Images of Low-cost Cosmetics 은기능과가격보다는해당브랜드이미지와, 제품의디스플레이이미지등시각적이미지연출이브랜드이미지에영향을미치게되고감성마케팅중시각적요소는화장품브랜드의이미지를비교적짧은순간에인식하게하고소비자를자극하여구매욕구와구매행동으로이어지게하는중요한요소이다. 그러나화장품은질적차이가뚜렷하게인식이되지않는특징을갖고있고인터넷과통신의발달로일반소비자들도전문적인정보들을손쉽게접할수있게되면서가격과품질에대한신뢰를잃어가고있는실정이다. 이와같이똑똑한소비자들이많아지고있는추세와함께저렴한가격과우수한품질, 구입의용이성을갖고있는저가화장품시장은매우경쟁력있는시장임이틀림없다 (Kim, 2011). 지금까지선행된국내저가화장품관련연구들을살펴보면만족도와충성도에관한연구 (Kim & Roh, 2008; Chung & Kim, 2009; Ryu, 2008), 구매행동과사용실태에관한연구 (Kim, 2011; Hyun & Choo, 2005; Song, 2015), 저가화장품패키지디자인특성으로본연구 (Han et al., 2012 ; Lee & Shin, 2012), 아이덴티티와컬러활용사례 (Lee et al., 2012) 등의연구가있었다. 이와같이저가화장품의만족도와충성도구매행동각각의관계를분석한연구는많았으나저가화장품브랜드의포화상태에서브랜드차별화를위한시각적이미지에따라소비자유형을세분화하고세분화된소비자유형과구매행동의차이를밝힌연구는매우부족한실정이다. 따라서본연구는저가화장품의시각적이미지매개변수가소비자유형과구매행동에미치는특성차이를밝히고자한다. 즉저가화장품의시각적이미지에나타난복합적인특성이구체적으로소비자유형과화장품구매과정에서어떻게작용하는지를파악하고시장세분화의기초자료를제공하여판매전략수립기틀마련에도움이될것이라고사료된다. Methods 1. 연구대상및자료수집본연구대상의표집은 2015년 07월 20일부터 08월 12일까지수도권및경기도지역에서저가화장품을사용한경험이있는성인여성 10대부터 50대까지의연령대를대상으로편의표집하였다. 총 250명에게설문을배포하여자기기입식으로작성하였으며그중응답이불충분한 9부를제외한설문지총 241부를본연구의자료로사용하였다. 2. 측정항목및내용본연구에사용된문항은총24문항으로인구통계학적특성, 시각적이미지, 소비자유형, 구매행동으로구성되었으며설문지의측정항목구성과출처는다음과같다 (Table 1). 3. 분석방법본연구의실증분석은모두유의수준 5% 에서검증하였으며, 통계처리는 SPSS WIN 18.0 프로그램을사용하여분석하였다. 1) 일반적특성과화장품구매행동특성을알아보기위하여빈도분석 (Frequency Analysis) 을실시하였다. 2) 화장품의시각적이미지, 화장품소비자유형에대한문항들의타당도검증을위하여요인분석을실시하였다. 3) 화장품의시각적이미지, 화장품소비자유형에대한신뢰도는 Cronbach s α의계수로판단하였다. 4) 저가화장품의시각적이미지가구매행동에미치는영향을알아보기위하여일원변량분석 (one-way ANOVA) 을실시하였으며, Scheffe의다중범위검정 (Scheffe s multiple range test) 을통하여 p<.05에서유의한차이를검정하였다. 5) 화장품의시각적이미지가화장품소비자유형에미치는영향을알아보기위하여다중회귀분석을실시하였다. Table 1. Configuration of a questionnaire Research variables Scales No. of questions Quotation & applied data Demographic features Nominal scale 3 Organization of researchers Purchasing behaviors Nominal scale 3 Consumer type 5-point likert scale 13 Visual image 5-point likert scale 15 - Oh Eunyeong (2005) - Song Yeongju (2011) - Kim Miyeon (2010) - Mun Hyejeong (2011) - Oh Eunyeong (2005) - Yi Sinae (2010) - Yi Ujeong (2015) 31

3 저가화장품시각적이미지가소비자유형과구매행동에미치는영향 Results and Discussion 1. 일반적특성연구대상자의일반적특성을살펴보면연령은 41-50세이하 가 30.3%, 21-30세이하 가 29.9%, 31-40세이하 가 24.9%, 20세이하 가 14.9% 순이었다. 직업은 학생 이 24.9% 로가장많았고, 기타 22.0%, 회사원 17.4%, 가정주부 와 판매서비스업 이각각 16.2% 순으로조사되었으며용돈은 40만원이상 39.0%, 20-30만원미만 과 30-40만원미만 이각각 16.6%, 10-20만원미만 14.1%, 10만원미만 13.7% 순으로조사되었다 (Table 2). 저가화장품구매행동을특성에서저가화장품을구입한장소는화장품전문매장 29.9%, 저가브랜드샵 22.8%, 백화점 17.0% 의순으로나타났으며, 가장많이구입하는제품은색조화장품이 44.0% 로가장많았으며최근저가화장품구입시기로는 최근 1개월이내 28.6%, 최근 3개월이내 28.2%, 기타 20.3% 순으로나타났다 (Table 3). Table 2. General features Age Vocation Monthly pocket money Frequency (N) Percentage (%) Below Housewives Office workers Government employees Students Sales people Miscellaneous Below 100, , , , , , , Over 400, Total Table 3. Features of purchasing behaviors of low-cost cosmetics Frequency (N) Percentage (%) Department stores Cosmetic stores Place of purchasing low-cost cosmetics Discount stores Home shopping & internet Low-cost cosmetics brand shops Makeup cosmetics (a) Low-cost cosmetics purchased Basic care cosmetics (b) Body cosmetics (c) Nail cosmetics (d) In recent 1 month In recent 3 months Time when purchasing low-cost cosmetics In recent 6 months In recent 1 year Others Total

4 Effects of Visual Images of Low-cost Cosmetics 2. 저가화장품시각적이미지요인분석저가화장품시각적이미지요소에대한타당도검증을위해서주성분분석 (Principal Component Analysis) 방법과직교회전방법인 VARIMAX를사용하여요인분석 (Factor Analysis) 을실시하였다. 그결과 KMO 값이 0.846으로변수쌍들의상관관계가다른변수에의해잘설명되는것으로판단할수있으며, 요인분석의적합성여부를나타내는 Bartlett의구형성검정치 (Test of Sphericity) 는근사카이제곱값이 로유의수준이.000으로나타나요인분석사용이적합하다는것을알수있다. 요인을추출하기위한방법으로는각요인이기존변수의정보를어느정도설명하는지를나타내는고유값 (eigen-value) 을이용하여, 고유값이 1.0 이상인요인에한하며요인적재량이 0.4이상인항목들을기준으로설정하여요인수를 5개로결정하였다. 그결과요인 1은고유값이 3.608, 설명비가 24.05% 로나타났으며 디스플레이 로명명하였으며, 요인 2는고유값이 2.358, 설명비가 15.71% 로나타났으며 화장품광고화보 로명명하였다. 요인 3은고유값이 1.796, 설명비가 11.97% 로나타나 브랜드로고 로, 요인 4는고유값이 1.767, 설명비가 11.78% 로나타났으며 제품용기디자인 으로명명하였으며, 요인 5는고유 값이 1.707, 설명비가 11.38% 로나타났으며 로고색상 요인으로명명하였다 (Table 4). 3. 저가화장품소비자유형요인분석저가화장품소비자유형에대한타당도검증을위해서주성분분석방법과직교회전방법인 VARIMAX를사용하여요인분석을실시하였다. 본연구에서는 KMO 값이 0.801로변수쌍들의상관관계가다른변수에의해잘설명되는것으로판단할수있으며, 요인분석의적합성여부를나타내는 Bartlett 의구형성검정치는근사카이제곱값이 로유의수준이.000으로나타났으며, 요인분석사용이적합하였다. 요인을추출하기위한방법으로는고유값이 1.0 이상인요인에한하며요인적재량이 0.4이상인항목들을기준으로설정하여요인수를 3개로결정하였다. 그결과요인 1은고유값이 3.504, 설명비가 29.20% 로나타났으며화장품을구입할때가격, 품질, 비교, 계획이유의하게높아 계획형 요인을, 요인 2는고유값이 2.875, 설명비가 23.95% 로나타났으며유행에따라즉흥적구입이유의하게높아 트렌디형 요인을, 요인 3은고유값이 1.444, 설명비가 12.03% 로나타났으며가격에민감하여세일기간에구입이유의하게높아 경제형 요인을명명하였다 (Table 5). Table 4. Analysis on visual image factors of low-cost cosmetics Display Advertising pictures of low-cost cosmetics Brand logo Exterior design of cosmetic containers Logo color I want to purchase the items which are displayed in the way that I like when purchasing them I purchased the items which are displayed in the way that I liked when purchasing them before Factors I generally think display is important when purchasing the items.780 Display helps when I purchase the items.765 Display has significant impact on purchasing the items.746 Image and awareness of advertising models.858 Image of advertisement.791 Image of homepage.642 Image of brand.575 Illustration and pattern of package design.847 Typography describing the items.683 Design of cosmetic containers.816 Color of cosmetic containers.807 Overall color of the package.794 Color of brand logo.790 Characteristic value Dispersion index Cumulative dispersion index KMO =.846, Bartlett's test result χ²= (df=105, p=.000) 33

5 저가화장품시각적이미지가소비자유형과구매행동에미치는영향 4. 신뢰도검증신뢰성의측정방법은동일한측정도구를동일한대상에시간을달리하여적용결과를비교하는검증-재검증, 항목분할측정치의상관도, 내적일관성등이있다. 본연구에사용된측정도구인신뢰성은 Cronbach s 계수를이용하여분석하였으며구체적인연구결과는다음과같다 (Table 6). 5. 구매행동특성에따른저가화장품시각적이미지의차이시각적이미지의로고색상과디스플레이는저가화장품구매장소에따른차이가유의미하였으며, 로고의색상은저가화장품구매장소가백화점 (M=3.45), 화장품전문매장 (M=3.32), 대형마트 (M=3.24), 저가브랜드샵 (M=3.06), 홈쇼핑, 인터넷쇼핑 (M=2.82) 순으로백화점구매자의경우로고의색상에대한요소를가장중요하게생각하는것으로나타났으며 (p<.05), 디스플레이는저가화장품구매장소가백화점 (M=3.61), 화장품전문매장 (M=3.56), 저가브랜드샵 (M=3.34), 홈쇼핑, 인터넷쇼핑 (M=3.22), 대형마트 (M=3.17) 순으로디스플레이에대한요소를중요하게생각하는것으로나타났다 (p<.05). 또한구매행동특성에따른시각적이미지의저가화장품구입제품에대한차이는없었으며저가화장품제품용기디자인과화장품광고화보, 디스플레이는저가화장품구입시기 Table 5. Analysis on consumer type factors of low-cost cosmetics Planning type Trendy type Economic type I check prices and qualities when purchasing cosmetics.886 I compare the cosmetics in several shops when purchasing them.817 I consider the low-cost cosmetics prior to the high-cost cosmetics when purchasing them I make a plan before purchasing cosmetics that I really need.750 I endeavor to collect information on cosmetics as much as possible before purchasing them for satisfaction on low-cost cosmetics I check if there is more important thing than price before purchasing cosmetics.505 Factors I purchase makeup cosmetics depending on the trend when purchasing them.883 I check the trend before purchasing cosmetics.853 I purchase new cosmetics according to the trend when the trend is changed.839 I put feelings ahead of plans when purchasing cosmetics.526 I am more sensitive to price than trend when purchasing cosmetics.830 I tend to purchase the cosmetics at cut price when purchasing cosmetics.783 Characteristic value Dispersion value Cumulative dispersion value KMO =.801, Bartlett's test result χ²= (df=66, p=.000) Table 6. Verification on reliability of visual image and consumer type of low-cost cosmetics Sub-category No. of questions Cronbach's α Logo color Container design Visual image of low-cost cosmetics Brand logo Cosmetic advertising pictures Display Visual image of low-cost cosmetics Trendy type Consumer type Economic type Planning type Consumer type

6 Effects of Visual Images of Low-cost Cosmetics 에따른차이가유의미하였으며제품용기디자인은저가브 랜드샵에서화장품구입시기가최근 3 개월이내 (M=3.36), Table 7. Difference in visual image of low-cost cosmetics depending on purchasing behaviors Place of purchasing N Logo color Container design Brand logo Cosmetics advertising pictures Display Mean SD Mean SD Mean SD Mean SD Mean SD Department stores Cosmetic shops Door-to-door sales Home shopping & internet Low-cost cosmetics brand shop p (Scheffe).010*(a,b,c,e>b,c,e,d) * Cosmetics purchased Makeup cosmetics (a) Basic care cosmetics (b) Body cosmetics (c) Nail cosmetics (d) p Time of purchasing ** p<.01, *** p<.001 In recent 1 month (a) In recent 3 months (b) In recent 6 months (c) others (d) p (Scheffe) *(b,c,a>a,d) **(a,c,b>d).006**(a,c,b>b,d) Table 8. Impact of visual image of low-cost cosmetics on consumer type Dependent variables Independent variables B β t p R 2 adj R 2 F Consumer type Trendy Economic Planning Constant *.040 Logo color Container design Brand logo Cosmetic advertising pictures Display **.001 Constant ***.000 Logo color *.044 Container design Brand logo Cosmetic advertising pictures *.022 Display **.008 Constant ***.000 Logo color Container design Brand logo Cosmetic advertising pictures Display * *** *** ** 35

7 저가화장품시각적이미지가소비자유형과구매행동에미치는영향 최근 6개월이상 (M=3.29), 최근 1개월이내 (M=3.27), 기타 (M=2.80) 순으로최근 3개월이내에저가화장품을구입한구매자의경우제품용기디자인에대한요소를가장중요하게생각하는것으로나타났다 (p<.05). 화장품광고화보는저가화장품구입시기가최근 1개월이내 (M=3.36), 최근 6개월이상 (M=3.30), 최근 3개월이내 (M=3.25), 기타 (M=2.84) 순으로저가화장품구입이드문구매자의경우화장품광고화보에대한요소를가장중요하게생각하지않는것으로나타났다 (p<.01). 저가브랜드샵에서화장품구입시기가최근 1개월이내 (M=3.54), 최근 6개월이상 (M=3.54), 최근 3개월이내 (M=3.41), 기타 (M=3.07) 순으로저가화장품구입이드문구매자의경우디스플레이에대한요소를가장중요하게생각하지않는것으로나타났다 (p<.01) (Table 7). 6. 저가화장품의시각적이미지가소비자유형에미치는영향저가화장품의시각적이미지가화장품소비자유형의트렌디형에미치는영향을알아보기위하여다중회귀분석을실시한결과, R 2 =0.202로전체변동의 20.2% 로회귀모형을설명하고있음을알수있다. 변수간다중공선성을진단하기위하여분산팽창계수 (VIF: variable inflation factor) 와허용치 (tolerance) 를본결과본분석에서변수들의 VIF값은모두 10 이하였고, 허용치는 0.1보다크게나타나다중공선성의문제는발생하지않는것으로볼수있다. 모형에대한분산분석결과추정된모형은유의한것을알수있었으며 (p<.001), 화장품시각적이미지의디스플레이 (β =.253, p<.01) 만트렌디형에유의미한영향력을미치는것으로나타났다. 따라서저가화장품의디스플레이를중요하게생각할수록트렌디형이높은것을알수있다. 화장품의시각적이미지가소비자유형의경제형에미치는영향을알아보기위하여다중회귀분석을실시한결과, R 2 =0.106으로전체변동의 10.6% 로회귀모형을설명하고있음을알수있으며, 모형에대한분산분석결과추정된모형은유의한것을알수있었으며 (p<.001), 저가화장품시각적이미지의디스플레이 (β =.204, p<.01), 화장품광고화보 (β =.176, p<.05), 로고의색상 (β =-.157, p<.05) 순으로경제형에유의미한영향력을미치는것으로나타났다. 이는저가화장품의디스플레이와화장품광고화보를중요하게생각할수록, 로고의색상을중요하게생각하지않을수록경제형이높은것을의미한다. 저가화장품의시각적이미지가소비자유형의계획형에미치는영향을알아보기위하여다중회귀분석을실시한결과, R 2 =0.072로전체변동의 7.2% 로회귀모형을설명하고있음을알수있으며. 모형에대한분산분석결과추정된모형은유의한것을알수있었으며 (p<.01), 저가화장품시각적이미지의 디스플레이 (β =.196, p<.05) 만계획형에유의미한영향력을미치는것으로나타났다 (Table 8). Conclusion 본연구는저가화장품이보여주는시각적이미지에대해알아보고이에따른소비자유형과구매행동에미치는영향을알아보고자하였으며연구결과는다음과같다. 첫째, 시각적이미지요인, 소비자유형을요인분석한결과, 시각적이미지는로고의색상, 제품용기디자인, 브랜드로고, 화장품광고화보, 디스플레이의다섯가지요인이도출되었고소비자유형은트렌디형, 경제형, 계획형의세가지요인이도출되었다. 둘째, 구매행동에따른저가화장품시각적이미지의차이를알아본결과저가화장품시각적이미지의로고색상과디스플레이는화장품구매장소에따른차이가유의미하였으며, 저가화장품구입제품에따른차이는없었으며, 제품용기디자인과화장품광고화보, 디스플레이는저가화장품구입시기에따른유의미한차이가나타났다. 이는저가화장품을구입할때같은제품을구입하더라도매장의분위기에따라시각적이미지의중요도를다르게생각하는것으로보여진다. 셋째, 저가화장품의시각적이미지가저가화장품소비자유형에미치는영향을살펴본결과부분적으로유의미한영향을미치는것으로나타났다. 저가화장품의디스플레이를중요하게생각할수록트렌디형과계획형이높았으며, 저가화장품의디스플레이, 화장품광고화보, 로고색상순으로경제형에유의미한영향력을미치는것으로나타났다. 경제형소비자의경우합리적이고계획적인쇼핑을추구하므로어떠한제품을구입하기전트렌디형이나계획형보다가격및품질뿐만아니라시각적이미지를분석하고자신에게맞는제품을선호하는것으로보인다. 이는시각적이미지에따라경제형, 트렌디형, 계획형에미치는영향의차이를보이고있다. 따라서소비자유형에따른잠재고객들의구매욕구필요조건을구별하는시장세분화의기준역할을하고있는것으로사료되며마케팅전략의중요한변수임을알수있다. 또한 2013년도선행연구 (Han et al., 2013) 의결과에서중저가화장품의패키지디자인이시각적으로아름답다고느끼면브랜드이미지와상관없이바로구매한다는연구결과가있다. 이러한결과로볼때브랜드이미지와제품이미지그리고제품구매를위한시각적요소로기업에서는가격경쟁력및품질향상이외에마케팅전략이필요하다는것을시사한다. 따라서브랜드의시각적이미지개발을위한지속적인노력과소비자의구매행동을충분히파악하여전략적인마케팅 36

8 Effects of Visual Images of Low-cost Cosmetics 과제를안고있다. 또한시각적이미지를통해지속적으로보여줄수있는브랜드이미지를고려하여제품또는고객동선에맞추어디스플레이공간을마련해야할것으로사료된다. 이러한결과를바탕으로저가화장품의시각적이미지는소비자유형과구매행동에긍정적인영향을준다는것을인지하고저가화장품의획일화된제품품질및가격경쟁력뿐만아니라독특한개성과특징을가미하여화장품산업에서저가화장품시장에서의마케팅전략이미지로보여지는디스플레이, 화장품광고화보등의차별화전략을구축할것을제안한다. 본연구의제한점은다음과같다. 저가화장품의구매행동문항이명목척도 3문항으로국한되어일반적인구매행동을확인하기에는한계점이있다고할수있다. 이와같은제한점을고려하여다양한연령대를표본집단으로확대하여일반화된결과도출의필요성이있으며구매행동특성의도구를재개발하여반복연구의필요가있을것으로사료되며이를통해시각적이미지요인을고려하여소비자유형별로구매행동에대한비교분석의포괄적인연구가계속되길기대한다. Acknowledgements This paper is funded by the 2015 Research Funds of Suwon Women s University. References Ahn SY, Shin SY. Eye shadow s color characteristics of Korea s low-price cosmetic brands. Journal of the Korean Beauty Art Society, 6: 27-34, Chung SY, Kim JS. Influence of perceived quality on brand image and brand loyalty in the low-priced cosmetic industry. Journal of Industrial Relations, 34: , Han DY. An effect of the PB products attribute of the large-sized discount stores on the consumer attitude and the purchase behavior. Journal of Digital Convergence, 13: 51-60, Han JM, Lee MA, Kang HS. The effect of package design of domestic low price cosmetic brand on brand loyalty: focusing on dual paths of emotional image and functional image. Design Convergence Study, 12: , Hwang JY. A study on the characteristics of packaging design according to the trend of cosmetics industry. A Journal of Brand Design Assocation of Korea, 20: , Hyun JH, Choo TG. A study on purchasing behaviors of budget-priced cosmetic. Fashion & Textile Research Journal, 7: , Hyun JH, Choo TG. Purchasing behaviors of budgetpriced cosmetics according to the shopping orientation and demographics. Fashion & Textile Research Journal, 7: , Jeon JO, Park HH. A study on the development of fashion VMD cognition measurement instrument. Journal of Marketing Management Research, 10: , Kim CJ, Park JS. Consumer s emotional responses to cosmetic packaging design. A Journal of Brand Design Assocation of Korea, 34: 79-90, Kim JD. A study on the actual condition of using lowpriced cosmetics and on the purchasing behavior in female undergraduates. Journal of the Society of Cosmetic Scientists of Korea, 37: , Kim MS. A study on the effect of the visual factors of the package design on the purchase desires of the consumers: focusing on the B2B food products. A Journal of Brand Design Assocation of Korea, 10: , 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: , Kim SW, Roh YL. The use and satisfaction of low price cosmetics among female college students. Journal of the Korean Home Economics Association, 46: , Lee JM, Hwang JS. The effect of experiential marketing on the brand equity of low-priced cosmetics brands. Journal of the Korean Society of Costume, 60: , Lee S, Jeong HY, Lee JM. A case analysis on the color utilization for the brand identity of low-priced cosmetics. Journal of the Korean Beauty Art Society, 6: , Lee TS, Yun CJ, Sheen YS. The effects of cosmetics brand image on consumers value, brand trust and customer 37

9 저가화장품시각적이미지가소비자유형과구매행동에미치는영향 commitment. Journal of Investigative Dermatology, 11: , Lee YJ, Shin SY. Visual image evaluation criteria of domestic and international cosmetics brands. Journal of the Korean Society of Design Culture, 21: , Park EH, Ku YS. Cosmetics behavior and purchasing behavior according to female cosmetics consumer s shopping propensity typology. Journal of Fashion Business, 15: 28-42, Ryu SJ. An exploratory study of the relationship between cosmetic brand image and loyalty as consumer types: focused on low-priced cosmetics. The Research Journal of the Costume Culture, 16: , Sim EK, Lee HS. A study on fermented cosmetic purchasing behaviors and consumption values of college girls in their 20s. Korean Journal of Aesthetics and Cosmetology, 13: , Song TI. A comparative study on buying behavior on cosmetics of low-price brand and the beauty care behavior as the life styles of students in high school. Journal of the Korean Society of Design Culture, 21: , Sun JH, Yoo TS. Cosmetics purchasing behavior according to lifestyle types of discount store consumers. Journal of the Korean Society of Costume, 53: 75-86,

10 Effects of Visual Images of Low-cost Cosmetics 국문초록저가화장품시각적이미지가소비자유형과구매행동에미치는영향 이상은수원여자대학교미용예술과, 경기도수원시, 한국 목적 : 본연구는저가화장품의시각적이미지매개변수가소비자유형과구매행동에미치는특성차이를밝히고자한다. 방법 : 저가화장품을사용한경험이있는성인여성을대상으로편의표집하였다. 타당도검증을위하여요인분석을실시하고 oneway ANOVA, Scheffe s multiple range test, 다중회귀분석을실시하였다. 결과 : 시각적이미지는로고의색상, 제품용기디자인, 브랜드로고, 화장품광고화보, 디스플레이의다섯가지요인이도출되었고소비자유형은트랜디형, 경제형, 계획형의세가지요인이도출되었다. 시각적이미지의로고색상과디스플레이는화장품구매장소와구입시기에따른유의미한차이가나타났으며, 소비자유형에따라부분적으로유의미한영향을미치는것으로나타났다. 결론 : 저가화장품의시각적이미지가소비자유형과구매행동에긍정적인영향을준다는것을인지하고저가화장품의획일화된제품품질및가격경쟁력뿐만아니라독특한개성의시각적이미지를마케팅차별화전략으로구축할것을제안한다. 핵심어 : 시각적이미지, 저가화장품, 소비자유형, 구매행동, 화장품산업 본연구는 2015 년도수원여자대학교순수연구과제지원에의해수행되었음. 참고문헌 김미선. 패키지디자인의시각적요소가소비자구매의도에미치는영향. 브랜드디자인학연구, 10: , 김성은, 정명선. 국내저가화장품브랜드에대한감성적경험이브랜드관계에미치는영향. 복식문화연구, 19: , 김시월, 노영래. 저가화장품사용실태와구매만족도-여대생을을중심으로-. 대한가정학회지, 46: , 김주덕. 여대생들의저가화장품에대한사용실태및구매행동에관한연구. 대한화장품학회지, 37: , 김찬주, 박지선. 화장품유형별패키지디자인에대한소비자감성반응연구. 브랜드디자인학연구, 13: 79-90, 류세자. 소비자유형별화장품브랜드이미지와충성도와의관계에대한탐색적연구-저가화장품시장을중심으로-. 복식문화연구, 16: , 박은희, 구양숙. 화장품소비자의쇼핑성향유형에따른화장행동및구매행동. 패션비즈니스, 15: 28-42, 선정희, 유태순. 대형할인점소비자의라이프스타일유형에따른화장품구매행동. 한국복식학회지, 53: 75-86, 송태임. 고등학생의일반적생활양식유형에따른저가브랜드화장품구매행동과뷰티관리행동비교연구. 한국디자인문화학회지, 21: , 심은경, 이현실. 20대여대생의발효화장품구매특성과소비가치에관한연구. 대한피부미용학회지, 13: , 안서영, 신세영. 국내저가화장품브랜드의아이섀도우색채특성. 한국미용예술학회지, 6: 27-34, 이유정, 신세영. 국내외화장품브랜드의시각적이미지평가기준. 한국디자인문화학회지, 21: , 이솔, 정현영, 이정민. 저가화장품브랜드아이덴티티와컬러활용사례분석. 한국미용예술학회지, 6: , 이정민, 황진숙. 저가화장품브랜드체험제공수단과체험마케팅유형이브랜드자산에미치는영향. 한국복식학회지, 60: , 이택성, 윤찬주, 신영식. 화장품브랜드이미지가소비자가치와브랜드신뢰, 고객몰입에미치는영향. 대한미용학회지, 11: , 전중옥, 박현희. 패션 VMD 인지측정도구개발을위한연구. 마케팅관리연구, 10: ,

11 저가화장품시각적이미지가소비자유형과구매행동에미치는영향 정선영, 김준석. 지각된품질이브랜드이미지와충성도에미치는영향에관한연구-저가화장품을중심으로-. 산연논총, 34: , 한동여. 대형할인점 PB제품속성이소비자의태도와구매행동에미치는영향. 디지털융복합연구, 13: 51-60, 한정민, 이미아, 강혜승. 국내중저가화장품패키지의디자인특성이브랜드충성도에미치는영향-감성적이미지와기능적이미지의이중경로를중심으로-. 디자인융복합연구, 12: , 현정희, 추태귀. 쇼핑성향과인구통계적변인에따른초저가화장품의구매행동. 한국의류산업학회지, 7: , 현정희, 추태귀. 초저가화장품의구매행동에관한연구. 한국의류산업학회지, 7: , 황지영. 화장품산업동향에따른패키지디자인의특성연구. 브랜드디자인학연구, 20: ,

12 Effects of Visual Images of Low-cost Cosmetics 中文摘要低廉化妆品的视觉效应对消费者类型和购买行为的影响李相恩水原女子大学校美容艺术科, 京畿道水原市, 韩国目的 : 阐明低廉化妆品的视觉效应对消费者类型和购买行为影响的差异方法 : 对已用过低廉化妆品经验的成人女性采用便利抽样的方式选择研究对象为了妥当性, 采用因子分析单因素方差分析 Scheffe s multiple range test 和多元回归等分析方法进行研究结果 : 视觉效应在商标颜色产品容器设计品牌商标化妆品广告展览等五个方面突出而消费者类型在最新流行经济型计划型等三个方面比较突出结论 : 研究结果显示出低廉化妆品的视觉效应对消费者类型及购买行为产生积极的影响, 并且需要对低廉化妆品建立品质保证, 价格竞争力以及独特视觉效应的差异化营销策略关键词 : 视觉效应, 低廉化妆品, 消费者类型, 购买行为, 化妆品产业 41

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA e- 비즈니스연구 (The e-business Studies) Volume 17, Number 1, February, 28, 2016:pp. 293~316 ISSN 1229-9936 (Print), ISSN 2466-1716 (Online) 원고접수일심사 ( 수정 ) 게재확정일 2015. 12. 04 2015. 12. 24 2016. 02. 25 ABSTRACT