지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 157 - 172 (16page)
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초록· 키워드
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The purpose of this study is to identify the influence of image and product quality of oriental cosmetics on repurchasing intention with trust as a parameter. Therefore, it is important to identify variables with which oriental cosmetics can secure trust and to find measures to ensure re-purchase for basic oriental cosmetic marketing strategy data. The collected data was analyzed through SPSS program 15.0 ver. and Amos 16.0 and path analysis was conducted to verify the hypothesis of the research. The results of the research are as follows. First, people think that using oriental cosmetics enhances the user’s image considering that oriental cosmetics are luxury goods. This indicates that image has a positive influence on trust. In addition, people believe that new oriental cosmetics utilize oriental medicine whose unique efficacy and safety have been recognized for a long time by people’s experiences and they are appropriate for skin physiological function of Korean people. This implies that the origin of cosmetics influences trust in the product. On the other hand, premium oriental cosmetics with high-end images have names which indicate their efficacy and features well. The quality is also very appropriate for Korean people’s skin. Therefore, exclusivity, distinctiveness and product quality all have influence on trust. However, consumers do not find promotional gifts for oriental cosmetics with high brand recognition favorable. This shows that promotional gifts do not influence trust. Second, when the trust was created based on product quality and image, it leads to the intention to repurchase. It has been verified that customers who are highly satisfied with the product quality have a greater intention to re-purchase. And the brand with more trust is more frequently sold
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참고문헌 (39)
참고문헌 신청
CMCN / / 한방화장품 성장 가능성
Garbarino E / 1999 / The different roles of satisfaction, trust, and commitment in customer relationships / Journal of Marketing 63 : 70 ~ 87
Macintosh, G. / 1997 / Retail relationships and store loyalty: a multi-level perspective / International Journal of Research in Marketing 14 (5) : 487 ~ 497
Schurr, P. H. / 1985 / Influences on exchange processes: Buyer Preconceptions of a setters’s-trustworthiness and braining toughness. Guest Programs / The Cornell H. R. A. Q
강남임 / 2005 / 한방화장품 소비자 구매행동에 관한 실증연구 / 석사 / 서경대학교
Garbarino E / 1999 / The different roles of satisfaction, trust, and commitment in customer relationships / Journal of Marketing 63 : 70 ~ 87
Macintosh, G. / 1997 / Retail relationships and store loyalty: a multi-level perspective / International Journal of Research in Marketing 14 (5) : 487 ~ 497
Schurr, P. H. / 1985 / Influences on exchange processes: Buyer Preconceptions of a setters’s-trustworthiness and braining toughness. Guest Programs / The Cornell H. R. A. Q
강남임 / 2005 / 한방화장품 소비자 구매행동에 관한 실증연구 / 석사 / 서경대학교
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