뷰티 e-커머스가 소비자의 혁신소비와 충동구매에 미치는 영향 간의 관계에서 자극의 조절효과

Purpose: This study aimed to examine the moderating effect of stimuli in the relationship betweenbeauty e-commerce, innovative co analysis. The collected data were analyzed using SPSS 25.0. Methods: A survey was conducted between January 18 and 30, 2025, targeting women aged 30–49residing in Gwangju, South Korea. Of the 462 questionnaires distributed, 391 valid responses were usedfor analysis after excluding unreliable data. Data were analyzed using SPSS 25.0. Results: First,information-seeking, convenience, social, and interaction motives of beauty e-commerce had asignificant positive effect on innovative consumption (p<.05). Second, information-seeking, social, andinteraction motives also showed a significant positive effect on impulse buying (p<.05). Third, stimulusmoderated the relationships between convenience motivation and interaction motivation andinnovative consumption (p< .05). Fourth, stimulus also moderated the relationship between socialmotivation and impulsive buying (p<.05). Conclusion: These findings indicate that beauty e-commercehas evolved beyond a simple purchasing channel into an emotion- and participation-orientedconsumption environment, where stimuli function as a key psychological driver that promotes bothinnovative consumption and impulse buying. Accordingly, the empirical findings of this study areexpected to serve as foundational evidence for developing effective digital marketing strategies in thebeauty industry.