Research Paper :  Beauty Products Advertising Acceptance Decisions Impacton Attitudes and Purchasing Behavior

Yeo, Yi Ju; Kim, Seol Ok; Park, Eun Jun

Journal of the Korean Society of Cosmetology 2014;20(1):167-174.
Published online February 28, 2014.

의사결정성향이 미용제품 광고수용태도와 구매행동에 미치는 영향

여이주, 김설옥, 박은준

Research Paper : Beauty Products Advertising Acceptance Decisions Impacton Attitudes and Purchasing Behavior

Yi Ju Yeo, Seol Ok Kim, Eun Jun Park

Abstract

Beauty products are the main things for sales improvements along with beauty services and many kinds of beauty products are provided. Companies are establishing variable marketing strategies to promote these products selling. On this research, it has a purpose to provide academic studies about future beauty industry developments and information about sales of product promotion by understanding that consumer`s decision-making tendency has a impacts on purchasing behavior and advertisement acceptance attitude. the effect that advertisement acceptation attitudes for cosmetic treatment goods of decision-making type influences the purchasing action for cosmetic treatment goods, it appeared partly meaningful in effecting purchasing actions. Therefore, consumer`s decision making has an effect on advertisement acceptance attitude and purchasing behavior. Accordingly, when developing a marketing strategy for sales promotion of beauty products, it is considered that more systematic and epoch-making strategy can be established by taking consumer`s decision making tendency and advertisement acceptance attitude into account. Also, I hope that this research which based on beauty product consumer would help on development of beauty industry and sale increase.

Key Words: Advertising acceptance attitude, Beauty products, Decision-making, Purchasing behavior