최소 단어 이상 선택하여야 합니다.
최대 10 단어까지만 선택 가능합니다.
다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.25 no.6, 2017년, pp.831 - 846
박지혜 (경희대학교 생활과학연구소) , 김미숙 (경희대학교 생활과학대학 의상학과) , 황춘섭 (경희대학교 생활과학대학 의상학과)
Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the...
* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
최근 몇 년 사이 화장품 시장의 규모가 급증한 이유는? | 진입 초반의 장벽이 낮다는 화장품 시장의 특성과, 좋은 성과를 거둔 선발주자들의 성공적 사례가 후발 주자들의 화장품 시장 진입을 지속적으로 유도하여, 최근 몇 년 사이 화장품 시장의 규모가 급증하였다 (Seo, Park, & Shin, 2016). 대기업에서도 화장품 관련 사업을 신규 사업으로 추가하는 경우가 늘어나고, 화장품 관련업종이 화장품 산업의 주를 이루던 과거와 달리 통신장비 제조업, 건설 기계업, 모바일 게임업, 광물 도매업 등 화장품과의 접점이 희박한 분야 기업들도 화장품 사업 진출을 꾀하고 있는 실정이다(Park, 2016). | |
화장품 기업들이 마케팅과 제품 개발의 방향 설정에 그 어느 때보다도 난항을 겪는 이유는? | 그러나 이와 같은 진입 업체의 증가로 인해 경쟁이 치열해져서 안정적인 사업 정착이 매우 힘들어졌을 뿐만 아니라, 진입 실패 사례도 적지 않은 상황 으로 변하고 있다(Choi, 2011). 또한 제품의 제조 기술이 평준화되어 소비자들은 어떤 상표를 선택하더라도 비슷한 품질의 제품을 구입할 수 있는 혜택을 누리지만, 기업은 소비자들에게 자사 제품의 품질을 경쟁사 제품과 뚜렷하게 차별화해서 인식시키기가 매우 어려워졌다(Lee & Kim, 2011). 뿐만 아니라 소비자들의 광고 기피 현상의 증가(Yoon, Kim, & Cho, 2017) 로 인해 평범한 내용의 브랜드 광고나 마케팅에 의해 서는 경쟁 우위를 확보하기가 매우 어려운 실정이다. 따라서 많은 화장품 기업들이 마케팅과 제품 개발의 방향 설정에 그 어느 때보다도 난항을 겪고 있으며, 이를 극복하기 위한 수단으로 자사 브랜드 노출을 위한 광고의 차별화에 더욱더 적극적인 투자를 하고 있는 추세이다(Chang, Roh, & Gye, 2016). | |
화장품 광고의 역할은? | 화장품 광고는 여성들의 미의식과 사고를 가장 민감하게 반영하는 동시에 보는 이로 하여금 대리 만족감을 느끼게 하며(Lee & Won, 2010), 홍보하고자 하는 제품의 정보 원천으로서 구매를 유발시키는 역할을 수행한다. 그리고 광고가 구매를 유발하는 정도는 광고에 대한 소비자의 신뢰도에 따라 다르다(Kim & Kim, 2002). |
Bai, Y. Y., & Lim, K. H. (2016). Analysis on characteristics of visual metaphor in functional cosmetic advertisement. Journal of Basic Design & Art, 17(5), 343-354.
Bass, F. M., & Talarzyk, W. W. (1972). An attitude model for the study of brand preference. Journal of Marketing Research, 9(1), 93-96. doi:10.2307/3149618
Baum, D., & Spann, M. (2014). The interplay between online consumer reviews and recommender system: An experimental analysis. International Journal of Electronic Commerce, 19(1), 129-162.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40. doi: 10.1002/dir.1014
Chang, W.-S., Roh, S.-S., & Gye, S.-J. (2016). Brand reputation factor effect on attitudinal loyalty and behavioral loyalty in cosmetic brand: based on mediation effect of attitudinal loyalty. The Korean Journal of Advertising, 20(5), 131-153.
Chatterjee, P. (2001). Online reviews: Do consumers use them?. Advances in Consumer Research, 28, 129-133.
Choi, J. H. (2011, April 6). 홈쇼핑, 온라인쇼핑몰 너마저-중소기업 화장품 갈 곳 없다 [Even in home shopping and online shopping mall...there is no place for small cosmetic companies]. Jangup, Retrieved December 10, 2017, from http://jh9610434.blog.me/100125464359
Choi, J. M. (2012). The effect of positive online reviews on the formation of consumer confidence in purchasing decision. Journal of Marketing Studies, 20(3), 91-108.
Choi, J.-M., & Seok, D.-H. (2010). The sequential effect of negative online reviews on consumer brand selection processes. Korea Journal of Business Administration, 23(1), 427-445.
Do, G. H., & Park, P. S. (2013). The differentiation of communication effects by message type and product type. Advertising Research, 97, 5-38.
Fan, Y.-W., & Miao, Y.-F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175-181.
Han, C.-A. (2012). Relevance between preferring style choices and fashion brand acceptance from the lifestyle of undergraduate students. Journal of Korea Design Forum, 34, 381-391.
Han, D.-K., Lee, H.-J., Paik, H.-D., Shin, D.-K., Park, D.-S., Hwang, H.-S., & Hong, W.-S. (2016). Importance-Performance Analysis(IPA) of the selection attributes of functional cosmetics. Journal of Korea Academia-Industrial Cooperation Society, 17(6), 527-536. doi:10.5762/KAIS.2016.17.6.527
Hong, S.-Y. (2012). A study on the design factor analysis in a high preferable web site design: With a focus on graphic image, color, layout, background. Journal of Korea Design Forum, 34, 561-570.
Jacoby, J. (1971). A model of multi-brand loyalty. Journal of Advertising Research, 11(3), 25-31.
Jang, H.-Y., Jeong, K.-H., & Jeong, D.-Y. (2005). The consequences of customer trust and the determinants of purchasing intention in internet shopping mall. Asia Pacific Journal of Information Systems, 15(2), 23-49.
Jeon, W. W. (2013). A study on how SNS information characteristics and benefits sought have influence on the favorability and the word of mouth intention of male office workers for cosmetic: Centered on moderating effect in accordance with self-monitoring. Unpublished master's thesis, Sungkyunkwan University, Seoul, Korea.
Jeong, B. G., & Woo, A. M. (2009). The research of the brand attributes which affects on brand preference and purchase intention. A Journal of Brand Design Association of Korea, 7(1), 173-191.
Jeong, H.-J., Yun, B.-M., & Koo, D.-M. (2014). Combined effects of valence and attribute of online reviews on information usefulness and product attitude: Base on the moderating effects of online brand community type and self-monitoring. Journal of Marketing Management Research, 19(1), 109-131.
Jung, S.-M. (2016). A study on the relationship between SNS advertisement and consumer's reaction: Focusing on university students. The Journal of Professional Management, 19(1), 185-207.
Kang, B. S., & Jo, C. H. (2005). (SPSS와 AMOS 활용) 연구조사방법론 [(SPSS and AMOS) Research methodology]. Seoul: Muyokpublic.
Kang, H.-S., & Lee, Y.-I. (2009). Research on relationships among customers' knowledge level, trust in air ticket distribution channels, and risk perception. Journal of Distribution and Management Research, 12(5), 45-67.
Kim, H.-N. (2009). A study on the influence of online word-of-mouth information's direction on word-ofmouth effects: Focusing on cosmetic brand recognition. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea.
Kim, J.-H., & Kim, J.-K. (2002). The impact of endorser credibility and corporate credibility on the effects of advertising. Advertising Research, 57, 223-245.
Kim, J. Y. (2008). Customized search service impacts on the acceptance of consumer reviews and purchase intention: Focused on the cosmetic web site. Unpublished master's thesis, Yonsei University, Seoul, Korea.
Kim, J.-Y., & Yoon, Y. M. (2010). The effects of online comments on perceived usefulness and credibility of online consumer reviews. Korean Journal of Broadcasting and Telecommunication Studies, 24(1), 7-45.
Kim, M. H., & Hwang, C. S. (2013). Influence of shopping orientation of female consumers in their 20s and 30s on motivation for brand-switching in purchasing cosmeceuticals: Focusing on whitening, sunscreen, and anti-aging treatments. Journal of the Korean Society of Clothing and Textiles, 37(3), 334-347. doi:10.5850/JKSCT.2013.37.3.334
Kim, M.-S., Kim, D.-H., Lee, G.-H., & Youn, M.-K. (2013). Effects of selection criteria for eco-friendly agricultural products on purchase intention. Journal of Distribution Science, 11(12), 71-81. doi:10.13106/jds.2013.vol11.no12.71
Kim, S. G. (2016, January 27). 내게 딱 맞는 화장품 찾는 '뷰티 유목민', 해결책은? ['Beauty normad' finding the perfect makeup product, What is solution?]. Maeil Business Newspaper, Retrieved December 6, 2017, from http://news.mk.co.kr/newsRead.php?no77011&year2016
Kim, S.-K., & Han, C.-J. (2010). Influences of perceptions of the full ingredient labeling of cosmetic products on the purchase intentions of environment-friendly cosmetic products: With a focus on the theory of planned behavior. Korean Journal of Aesthetics and Cosmetics Society, 8(4), 1-15.
Kim, S. Y., Kwon, S. K., & Baek, J. H. (2017). The influence of trans media experience on brand image, preference and purchase intention. Journal of the Korea Contents Association, 17(3), 643-653. doi:10.5392/JKCA.2017.17.03.643
Lee, H.-B., & Kim, Y.-K. (2011). A study on the relationship between corporate reputation and brand equity: Focus on the influence of corporate reputation on the brand equity. The Korean Journal of Advertising, 22(2), 97-127.
Lee, H. J. (2016). Research on collaboration case shown in domestic cushion cosmetic product brand. A Journal of Brand Design Association of Korea, 14(1), 119-136.
Lee, H.-N., Han, S.-M., & Choi, A.-Y. (2015). Exploratory study on online information search leads to online purchase. Journal of Channel and Retailing, 20(2), 295-318.
Lee, J. A. (2012). A study on effects of trust in advertising on the brand equity and purchase intention. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
Lee, J.-H., & Kim, J.-D. (2016). Influence of internet blog cosmetics reviews on consumer purchase behavior. Journal of the Korean Society of Cosmetics and Cosmetology, 6(1), 7-19.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473-499. doi:10.2501/S0265048709200709
Lee, M. H., & Sohn, D. Y. (2013). The effects of commercial sponsorship of power-blogs on information credibility and product purchase intention. The Korean Journal of Advertising, 24(7), 67-86. doi:10.14377/KJA.2013.10.15.67
Lee, S. J. (2017, March 18). 유통업계, 인기 BJ.블로거 활용 '인플루언서' 마케팅 활발 [Distribution industry actively using 'influencer' for marketing]. eNews Today, Retrieved December 2, 2017, from http://www.enewstoday.co.kr/news/articleView.html?idxno1026296
Lee, Y. I., & Won, J. W. (2010). A study on expression of cosmetic advertisements in magazines: With focus on cosmetics ('Laneige' and 'Mamonde'). Journal of Korea Design Knowledge, 13, 79-88.
Lee, Y. J. (2013). The effect cosmetic self-efficacy and reliability degree of online reviews to brand attitude: Focus on roadshop cosmetic. Unpublished master's thesis, Konkuk University, Seoul, Korea.
Lee, Y.-S. (2015). Influence of the properties of reviews in online shopping sites on product attitude and purchase intention. Korean Management Consulting Review, 15(1), 63-72.
Lim, C. K., & Cheong, S. H. (2010). Study on relationship among IMC activities, brand image, customer satisfaction and customer loyalty of functional cosmetics. Journal of Public Relations, 14(3), 185-233.
Park, I. W. (2016, March. 31). 잘 나가는 화장품 노리는 이종기업은? [Even several industries in the field of networking, construction, mobile and machineries enter into the field of cosmetics]. Cosmetic Mania News, Retrieved December 8, 2016, from http://www.cmn.co.kr/sub/news/news_view.asp?news_idx18841
Park, J. K., & Li, F. (2010). A study on the effect of product brand image in the brand preference of Korean and Chinese customers. Journal of Management & Economics, 33(1), 39-63.
Park, S. C. (2017). Effects of recognition, usage of point of purchase advertisement on purchase intention: Based on the mediating effect of reliability and liking. Unpublished master's thesis, Yonsei University, Gangwon-do, Korea.
Qin, P. F. (2017). A study on the effect of positive reviews and negative reviews on purchase satisfaction about the comparative between China and Korea. Unpublished master's thesis, Chungbuk National University, Chungcheongbuk-do, Korea.
Seo, G. S., Park, J. S., & Shin, M. S. (2016). 2016년 화장품산업 분석 보고서 [Annual report of the cosmetics industry, 2016]. Retrieved September 20, 2017, from Korean Health Industry Development Institute website: http://www.khidi.or.kr/board/view?linkId213985&menuIdMENU00085
Shin, J. H. (2001). A study of the factors affecting cosmetic brand proneness. Unpublished master's thesis, Yonsei University, Seoul, Korea.
Shin, J.-W. (2012). A study on information attitude and reliability of users according to Internet advertisement. Journal of Basic Design & Art, 13(5), 263-271.
Shin, S. H., & Hwang, B. J. (2015). The effects of buying decision and post-buy behavior of consumers' blog utilization: Focusing on cosmetics' consumers. Korean Business Education Review, 30(4), 435-459.
Shin, S.-Y., & Kim, M.-J. (2006). The effect of the attitude toward the advertising and the attitude toward the visual merchandising on the attitude toward the brand: Focused on sports wear. The Research Journal of the Costume Culture, 14(5), 766-775.
So, M. J., & Lee, W. P. (2010). Domestic apartments brand identity strategy consumer affinity and its impact on purchase intent. A Journal of Brand Design Association of Korea, 8(3), 101-113.
Soh, H., Reid, L. N., & King, K. W. (2009). Measuring trust in advertising: Development and validation of the ADTRUST scale. Journal of Advertising, 38(2), 83-104. doi:10.2753/JOA0091-3367380206
Soh, H. J. (2012). Examining the effects of message sidedness and rewarded consumer referral in the context of blog product reviews. Journal of Practical Research in Advertising and Public Relations, 5(2), 112-143.
Whang, W.-K., Lee, Y.-A., An, H.-J., & Jo, Y.-K. (2010). Buying attitude on cosmetics of women with life style. Asian Journal of Beauty and Cosmetology, 8(2), 117-126.
Yoo, C. J., & Ahn, K. H., & Bang, S. L. (2009). Effects of on-line reviews' favorability and feedback level on consumer responses: Based on experimental design on web-site. Journal of Consumption Culture, 12(4), 27-46.
Yoo, J.-W., & Jin, Y. J. (2012). The effects of multiple advertisement appearances by celebrity: Impact of celebrity-product congruence on advertisement and brand attitudes. The Korean Journal of Advertising, 23(2), 57-79.
Yoon, K., Kim, S, N., & Cho, J.-S. (2017). Mobile advertising format's effect on CTR: The interaction effect between product characteristics and product involvement. The Korean Journal of Advertising, 28(1), 7-26. doi:10.14377/KJA.2017.1.15.1
*원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다.
출판사/학술단체 등이 한시적으로 특별한 프로모션 또는 일정기간 경과 후 접근을 허용하여, 출판사/학술단체 등의 사이트에서 이용 가능한 논문
※ AI-Helper는 부적절한 답변을 할 수 있습니다.