화장품 포장 신뢰성이 브랜드 충성도와 구매의도에 미치는 영향

In this study, an empirical analysis was conducted targeting consumers who had experience in purchasing cosmetics to find out the effect of packaging reliability on consumers' brand loyalty and purchase intention. The survey period was from March 8, 2023 to March 17, 2023, and a total of 304 questionnaires were finally analyzed. As a result of the analysis, 4 factors of eco-friendliness, functionality, sales promotion, and informativeness were derived as components of cosmetic packaging reliability. In the relationship between cosmetic packaging reliability and brand loyalty, information, sales promotion, functionality, and eco-friendliness appeared to have a significant effect in the order. There was a significant effect, and sales promotion did not appear to have an effect. Through this study, it was found that the packaging of cosmetics influences the purchase intention, and various information exposed on the packaging and externally attractive design have a great influence on brand selection. In particular, it was confirmed that the information on ingredients or hazards displayed on the packaging is linked to the reliability of cosmetic quality and is a factor inducing repeated purchases of a specific brand.