기능성 화장품 쇼핑성향이 상표전환 동기에 미치는 영향

Abstract

Abstract This study obtains information required for a comprehensive understanding of the brand-switching beha-vior by cosmetics consumers and for the establishment of effective strategies to make customers more loyalto the company. The study examines the relationships between customer shopping orientation and brandswitching motives with respect to cosmeceuticals. A descriptive survey method using a self-administeredquestionnaire was employed. The sample consisted of 1,258 females between the ages of 20's and 30'sresiding in Seoul and the Gyeonggi area who use whitening products, sunscreen, or other anti-aging cos-metics. The results showed that shopping orientation influenced brand-switching motives in regards topurchasing cosmeceuticals. The orientation of depending on information and seeking fashion trend werethe major factors to induce brand-switching behavior in purchasing whitening products, sunscreen, and anti-aging treatments. However, there were differences in the type of factors of shopping orientation and intheir intensity of affecting brand-switching motives depending on the specific cosmeceuticals. In particular,in the case of sunscreen, as compared to other products, the customer shopping orientation should be con-sidered from more diverse perspectives in order to formulate effective marketing strategies related to brandswitching. In light of these results, customer shopping orientation with respect to cosmeceuticals is a variablethat influences the cause brand switching. Therefore, differentiated marketing strategies that reflect the dif-ferent characteristics of shopping orientation according to each item of cosmeceuticals are recommended toimprove the satisfaction level of the companies' target market. Current consumer needs for practical benefitsand for new products should be simultaneously reflected in the plans for new product development of eachtype of cosmeceutical.Key words: Shopping orientation, Motivation for Brand-Switching, Cosmeceuticals; 쇼핑성향, 상표전환동기, 기능성 화장품