모발화장품에 대한 브랜드이미지와 구매행동성향이 구매의도에 미치는 영향

Appearance management behavior is becoming an essential factor that increases one’s self-worth and influences an active social life. In particular, because hairstyles are largely dependent on the condition of the scalp hair and hair products, various products are sold depending on the purpose. In this study, an empirical analysis was conducted for the purpose of examining the influence of hair cosmetics’ brand image and cosmetics purchasing behavior on cosmetics purchase intention. The survey subjects were collected through the Internet from March 11, 2024 to April 5, 2024, targeting adult men and women in their 20s or older nationwide, and empirical analysis was conducted after confirming 350 copies as a valid sample. Through a review of previous research, the propensity to purchase cosmetics was composed of quality, price, design, and functionality, and a single factor was derived for brand image. As a result of the analysis, the effect of general characteristics on purchase intention was examined, and it was found that gender, hair health status, scalp type, and selection criteria had a partially significant effect on purchase intention. Brand image and quality, price, and functionality of purchase tendency were found to have a positive effect on purchase intention, while design had a negative effect. Through this study, it is believed that when suggesting a marketing direction for hair cosmetics, consumers’ positive purchase intention can be increased through marketing focused on quality, price, and functionality.