증강현실 뷰티 어플리케이션 체험과 화장품 구매 행동의 차이 연구

• Published in: 한국미용학회지 Vol. 27; no. 3; pp. 675 - 687
• Main Authors: 주효원, Hyo-won Joo, 윤미영, Sun-hyoung Kim
• Format: Journal Article
• Language: Korean
• Published: 한국미용학회 30.06.2021
• Subjects: AR; Augmented Reality; Beauty application; Buying behavior; Experiential marketing; Virtual makeup; 미용
• ISSN: 1229-4349
• DOI: 10.52660/JKSC.2021.27.3.675

This study was conducted to investigate the effects on cosmetics purchase intention and purchasing behavior. As a result of the study, in the teenager group, girls were more interested in beauty videos than boys, the higher the grade, the shorter the purchase cycle of cosmetics, the interest in cosmetics was high. Teenagers with high purchasing costs for cosmetics showed higher brand intention, brand consideration, purchase continuity, and mood change, and cosmetics purchase intention than other teenagers. The higher the grade, in case of makeup, nail and hair beauty, and other majors, the shorter the purchase cycle of cosmetics and the higher the purchase cost of cosmetics, due to the increased socio-cultural attitude toward appearance and a time sensitive to fashion, the cosmetics purchasing behavior had a positive effect on solving the desire for appearance. As a result of analyzing the correlation between variables, it was found that it had a statistically significant positive effect on beauty video interest and cosmetics purchase intention, beauty video interest and cosmetics purchasing behavior, cosmetics purchase intention and cosmetic purchasing behavior.