The Relationship between Brand Personality, Consumer Sentiment, and Purchasing Behavior in Medical Skincare

Lee, Kyung Jin; Oh, Soo Yeon

Journal of the Korean Society of Cosmetology 2015;21(1):73-81.
Published online February 28, 2015.

메디컬 스킨케어의 브랜드 개성, 소비자 감정 및 구매행동의 관계연구

이경진, 오수연

The Relationship between Brand Personality, Consumer Sentiment, and Purchasing Behavior in Medical Skincare

Kyung Jin Lee, Soo Yeon Oh

Abstract

The medical skincare sector is growing fast, stretching its reach from disease treatment to beauty treatment. The study, therefore, will materialize the personality of medical skincare brands and examine the relationship between consumer sentiment and purchasing behavior. For verification of the study, a survey method is used that encompasses 500 men and women, residing in Gyeongnam, Busan, that have experience using medical skincare. The survey comprises frequency, factory, reliability, and pathmodel analyses using the SPSS WIN 20.0 and AMOS 20.0. The verification result of the study model deduced five types of brand personality factors - Authority, Excitement, Competence, Interest, and Familiarity. Of the factors, satisfaction and purchasing behavior of the positive feeling category had positive (+) influence, while negative feeling had negative influence on purchasing behavior. We expect various marketing strategies that enhance consumers`` positive feelings about medical skincare brands based on the study result.

Key Words: Brand personality, Consumer sentiment, Medical skincare, Purchasing behavior