The Impact of the Consumer-Brand Interaction and Relationship on Motivation to Buy Cosmetics in Social Media -Based on Cognitive Age-

Abstract

This study conducted a survey method to analyze the influence of the consumer-brand interaction and the consumer-brand relationship on the motivation to buy cosmetics based on the cognitive age of men and women in their teens and 50s with social media accounts. As a result, as a result of classifying cognitive age based on the actual age of the subjects and their perceived age, 'same cognitive group (61.2%)' > 'lower cognitive group (24.0%)' > 'higher cognitive group (14.8%)'. In the three groups, the consumer-brand interaction and the consumer-brand relationship showed a significant positive relationship, and the consumer-brand interaction and the motivation to buy cosmetics also showed a meaningful positive relationship. In addition, the consumer-brand relationship and the motivation to buy cosmetics also showed a significant positive relationship. Accordingly, the conclusion of this study was that the consumer-brand interaction and the consumer-brand relationship by subjective age group had a positive effect on the cosmetics purchase motive. As this study empirically analyzes the influence of cognitive age on cosmetics brand marketing in social media, it is considered to be a practical implication for establishing basic data and cosmetics sales strategies that can be used for marketing.