화장품 브랜드 디자인 콜라보레이션이 소비자 구매의도에 미치는 영향 연구

Abstract

In recent years, brand collaboration products have become increasingly popular among young consumers. Amid fierce competition in the cosmetics market, cooperation between brands has emerged as a novel marketing model. Companies introduce sentiment-driven collaboration products to enhance consumer brand preference and stimulate purchase intentions. This study aims to define the concept, purpose, and types of multilateral collaborations for cosmetics brands, drawing on previous studies, and analyze the factors influencing consumers' purchase intention. This study selected Innisfree’s design collaboration, which is gaining popularity in China, as the focal point. Awareness and preference for brand design collaborations were identified, and their effect on consumers' purchase intentions was analyzed. In addition, the study also exploited the mediating relationship by examining the correlation between the type of cosmetic brand design collaboration, brand preference, and consumer purchase intention. The results indicated that character collaboration, art collaboration, and brand collaboration all positively impacted consumers' purchase intentions in the context of cosmetics brand design collaboration.