Journal of the Korean Society of Cosmetology 2019;25(5):1141-1151.
Published online October 31, 2019.
소비자 의사결정유형이 화장품 광고수용태도에 미치는 영향
박현아, 이인희
The Effects of Consumer Decision making Types on the Admission Behavior of Cosmetics
Hyun-a Park, In-hee Lee
Abstract
Keeping pace with change of rapidly evolving modern society, cosmetics companies expose a lot of advertisements and information through various media. Consumers' decision making types or needs are diversifying due to this phenomenon. There are fears that the companies which cannot satisfy them drag behind. Therefore, the cosmetics companies approach consumers by exposing advertisements to them as a sales promotion means. Therefore, the purpose of this study is to identify the impact of consumers' characteristics on type determination to accommodate cosmetic advertising, prepare advertising marketing strategies to satisfy the cosmetics industry and consumers, and explore and present strategies for coping. View cosmetics ads positively. The results of the study are as follows: First, higher in order of cautious, intuitive, and adaptive types among consumers' decision making types, they have a greater effect on friendliness. Second, higher in order of intuitive, cautious, and adaptive types among consumers' decision making types, they have a greater effect on purchase stimuli. Third, higher in order of intuitive and adaptive types among consumers' decision making types, they have a greater effect on information trust. And higher in order of cautiousand intuitive types among consumers' decision making types, they have a greater effect on negative recognition.
Key Words: Advertising acceptance attitude, Decision making Types


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