Earticle

초록

영어

As appearance management is increasingly recognized as an important form of self-care in modern society, this study aimed to examine the effects of the selection attributes of LHA deep-cleansing cosmetics on purchase behavioral intention and analyze the mediating role of appearance interest. For this purpose, a questionnaire survey was conducted among men and women in Busan who had experience using deep-cleansing products from December 26, 2024 to January 16, 2025. A total of 303 responses were used for the final analysis. The collected data were analyzed using frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and three-step mediated regression analysis with SPSS 25.0. The results showed that emotional responsiveness and brand reliability had significant positive effects on both appearance interest and purchase behavioral intention. Appearance interest also had a significant positive influence on purchase behavioral intention. In particular, appearance interest demonstrated a partial mediating impact in the relationship between selection attributes and purchase behavioral intention. These findings suggest that marketing strategies for LHA deep-cleansing products should take into account consumers’ psychological factors, particularly appearance interest. It is anticipated that future studies should expand the regional scope of the sample to further validate the results.

중국어

本研究立足于现代社会中外貌管理已成为自我表现与自我管理核心手段的背景以 含有LHA成分的深层清洁产品为中心旨在探明消费者的选择属性对购买行为意向产生的影 响并分析外貌关注度外貌管理努力外貌重要性认知外貌满意度在这一过程中所起 的作用为此本研究以釜山地区使用过LHA深层清洁产品的男女为对象于2024年12月26 日至2025年1月16日进行问卷调查最终共303份问卷用于分析利用SPSS25.0进行了频数分 析探索性因子分析与信度分析相关分析多元回归分析以及三步中介回归分析 分析结果如下第一选择属性的子维度——情感反应性与品牌信赖性对外貌关注度具有显著正向影响尤 其对外貌满意度产生影响第二选择属性对购买行为意向具有显著正向影响即情感反应 性与品牌信赖性越高购买行为意向如满意度等越高第三外貌关注度对购买行为意 向具有显著正向影响外貌满意度外貌管理努力外貌重要性认知均对购买行为意向的形成 产生作用第四在选择属性与购买行为意向的关系中外貌满意度呈现部分中介效应当投 入外貌满意度时选择属性对购买行为意向的影响力度下降中介路径的显著性得到验证 本研究实证揭示了在LHA深层清洁产品市场中消费者感知的选择属性与外貌相关心理因素 在购买决策过程中的作用为相关产业的营销策略制定及消费者细分战略提供了基础数据 但本研究仅局限于釜山地区样本存在结果难以普遍化的局限因此后续研究需要扩大地区 与样本特征并进行验证.

목차

Abstract
I. 서론
II. 이론적 배경
1. 외모 관심도
2. LHA
3. 선택속성
4. 구매행동의도
III. 연구 내용 및 방법
1. 연구모형 및 가설
2. 연구대상 및 기간
3. 측정도구 및 자료분석
IV. 연구결과 및 고찰
1. 조사대상자의 일반적 특성
2. 딥클렌징 제품 사용실태 분석
3. 타당성 및 신뢰도 검증
4. 기술통계 및 상관관계 검증
5. 가설의 검증
V. 결론
참고문헌
中文摘要

키워드

저자

• 류동희 [ Dong Hee Ryoo | 동명대학교 복지산업대학원 미용예술향장학과 석사 ]
• 권태일 [ Tae-il Kwon | 동명대학교 뷰티산업학과 조교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646