현재 위치
Home
건강신념모델을 적용한 중국소비자의 클린뷰티 제품 태도 및 프리미엄가격 지불의도에 대한 연구
A Study on Chinese Consumers’ Attitudes Toward Clean Beauty Products and Willingness to Pay a Premium Price Using the Health Belief Model
-
- 발행기관
- 한국무역통상학회 바로가기
-
- 간행물
- 무역통상학회지 KCI 등재 바로가기
-
- 통권
- 제25권 제6호 (2025.12)바로가기
-
- 페이지
- pp.45-75
-
- 저자
-
- 언어
- 한국어(KOR)
-
- URL
- https://www.earticle.net/Article/A488161
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- Since the outbreak of COVID-19, growing awareness of hygiene, health, and safety has led consumers to prefer safe and effective cosmetics that consider skin health. As this consumption trend continues to spread, the demand for clean beauty products has also been steadily increasing. This study applies the Health Belief Model and incorporates functional congruity to analyze the relationships between variables affecting Chinese consumers’ attitudes toward clean beauty products and their willingness to pay a premium price. Additionally, it examines the moderating effect of consumers’ prior knowledge on the relationship between attitude and willingness to pay a premium price. The main findings of the study are as follows: first, among the variables related to the Health Belief Model, perceived severity, perceived benefits had a significant positive effect on attitudes toward clean beauty products, while perceived barriers had a significant negative effect on attitudes. Second, among the variables related to the Health Belief Model, perceived susceptibility, perceived benefits, and self-efficacy had significant positive effects on willingness to pay a premium price for clean beauty products, while perceived barriers had a significant negative effect on willingness to pay a premium price for clean beauty products. Third, functional consistency had a significant positive effect on both consumers'attitudes toward clean beauty products and their willingness to pay a premium price. Fourth, consumers'attitudes toward clean beauty products were found to have a significant effect on their willingness to pay a premium price. Finally, consumers’ prior knowledge was found to have a moderating effect on the relationship between attitude and willingness to pay a premium price for clean beauty products.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론
참고문헌
키워드
Clean Beauty Health Belif Model Functional Congruity Prior Knowledge Attitude Willingness to Pay a Premium Price저자
간행물 정보
발행기관
-
- 발행기관명
- 한국무역통상학회 [Korea Research Association of International Commerce]
- 설립연도
- 2000
- 분야
- 사회과학>무역학
- 소개
- 국제무역에 관한 학술활동 1. 연구발표회 개최 2. 학술지 간행 3. 산학협동을 위한 조사 연구 4. 국제학술교류 5. 기타 학회 목적에 부합하는 사업
간행물
-
- 간행물명
- 무역통상학회지 [Journal of Korea Research Association of International Commerce]
- 간기
- 격월간
- pISSN
- 1738-4354
- 수록기간
- 2001~2025
- 등재여부
- KCI 등재
- 십진분류
- KDC 326 DDC 380
이 권호 내 다른 논문 / 무역통상학회지 제25권 제6호
피인용수 : 0건 (자료제공 : 네이버학술정보)
함께 이용한 논문 이 논문을 다운로드한 분들이 이용한 다른 논문입니다.
출처 : 네이버학술정보
0개의 논문이 장바구니에 담겼습니다.