화장품 브랜드의 콜라보레이션 제품 특성이 구매의도에 미치는 영향

Abstract

Purpose - This research aims to analyze whether brand loyalty has a mediating effect on the impact of collaboration product characteristics, which companies have recently been actively utilizing, on consumer purchase intention. Design/Methodology/Approach - This research conducted an online survey of 202 male and female adults primarily in their twenties. The main variables are collaboration product characteristics, purchase intention, and brand loyalty. To analyze the relationship of influence, regression analysis, frequency analysis, and reliability analysis were conducted utilizing SPSS, and mediation effect analysis was executed utilizing Process Macro Model 4. Findings - Among the collaboration product characteristics, originality, aesthetics, and scarcity had a significant impact on purchase intention. It was confirmed that brand loyalty had a significant effect on purchase intention. Brand loyalty also was confirmed to have a partial mediating effect on the impact of collaboration product characteristics on purchase intention. Research Implications - First, collaboration was identified as a major factor influencing purchase intention and brand loyalty. Second, these results proved that brand loyalty is a major factor affecting consumer behavior, even within collaboration strategies. Third, in order to promote consumer purchase intention, companies need not only a collaboration strategy that increases product competitiveness but also a marketing strategy that strengthens brand loyalty formed through interactions with consumers.