Earticle

초록

영어

The purpose of this study is to find out how cosmetics experiential marketing affects teenager brand attitudes and how formed brand attitudes affect their purchase Intention. The data collection period for this study was conducted from 25 April 2018 to 30 April 2018 and It was done using a questionnaire to the targets are teenagers living in Seoul and Gyeongi Province. 330 copies of the survey were used as analysis materials, SPSS 23.0 statistical program were used for analysis to perform frequency analysis, factor analysis, reliability test, and multiple regression analysis. According to research, The brand attitude of teenager was formed through cosmetics experiential marketing, and the brand attitude that was formed affected the purchase intention, and the most influential factor was behavioral marketing. Using various information media, such as online and mobile ads and star marketing, it affects the behavior of teenager. Marketing of brand activities such as promotion or experience group that can experience brand, It is thought to be helpful for the youth cosmetics market. The research is expected to be useful in the rapidly growing cosmetics market for teenagers.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 10대 소비자의 특징
2. 체험 마케팅
3. 브랜드 태도
4. 구매의도
Ⅲ. 연구 방법
1. 연구 문제
2. 자료 수집
3. 설문지 구성
4. 분석 방법
Ⅳ. 연구 결과 및 고찰
1. 인구 통계학적 특성
2. 요인 분석과 신뢰도 검정
3. 체험 마케팅이 브랜드 태도에 미치는 영향
4. 체험 마케팅이 구매의도에 미치는 영향
5. 브랜드 태도가 구매의도에 미치는 영향
Ⅴ. 결론
Ⅵ. 참고문헌

키워드

저자

• 최은지 [ Eun-Ji CHoi | 서경대학교 일반대학원 미용예술학과 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국메이크업디자인학회지 [The Journal of the Korean Society of Make-up Design]

• 간기

  반년간

• pISSN

  1738-8511

• 수록기간

  2005~2020

• 십진분류

  KDC 593 DDC 646