메이크업 아티스트 브랜드와 제품시연이 소비자 반응에 미치는 영향

Abstract

Recently, more research has been conducted on TV home shopping as it has become a popular and important distribution channel. Of the TV home shopping items, cosmetic products account for relatively higher percentage of the sales. More recently, make-up artist brands, made by famous make-up artists, have become one of the fastest growing cosmetic products, such as Luna by Jo Sung-A and Croquies by Lee Kyung-Min. Based on their know-hows and experiences, these famous make-up artists have not only introduced cosmetic products that can be differentiated from the existing ones but developed and produced products in collaboration with major cosmetic companies in Korea, namely, Aeyung, Co. Ltd., Hankook Cosmetics, etc. TV home shopping commercials present make-up artist brands using attractive models in such unique ways that can provide consumers with various information, pleasure, and interest, yet in not much embellishing tones. For these reasons, make-up artist brands have drawn a lot of attentions and popularity from consumers, showing a high growth rate every year. However, little research has been conducted on make-up artist brands that people purchase through TV home shopping. Most previous research on TV home shopping focused on the characteristics of TV home shoppers and their actual purchase pattern, the perceived danger of home shopping processes and related purchase patterns, and the messages on home shopping commercials and their effects. One of the characteristics of TV home shopping is that prospective consumers cannot actually touch or test the product. For this reason TV home shopping commercials put emphasis on demonstrating the product, which factor can have a great impact on prospective consumers. However, little or no research can be found on the effect of product demonstration on TV home shopping commercials on consumer response. Focusing on make-up artist brands, the current study was conducted in an attempt to investigate the effects of their traits on consumer response. Specifically, it examined the effect of product traits on consumer trust, pleasure, and purchase intent, by categorizing the factors of make-up artist brands as make-up artist's reputation, collaborating company's fame, product distinctiveness, and product demonstration. The factors of product demonstration were further divided into model attractiveness, demonstration uniqueness, and demonstration factuality. Furthermore, for the possibility of impulse purchase through TV home shopping, the participants of the study were grouped into high and low impulse purchase groups in order to look into the possible differences in consumer response by impulse purchase. The research data was collected using questionnaires with the consumers who had watched TV commercial for make-up artist brands on a home shopping channel. Field researchers visited homes for the questionnaires between September 1st and September 20th in 2011. Of a total of 289 questionnaires collected, 277 questionnaires were used in the final analysis excluding 12 questionnaires with incomplete answers. The results of the study were as follows. First, the higher the make-up artist's reputation was, the higher level of trust the consumers showed about the brand. High reputation means the specific make-up artists had their skills recognized by other professionals in the industry, secured famous entertainers and celebrities as their customers, and earned popularity from a number of consumers. The good reputation is supposed to lead to consumers to believe that the products developed by the make-up artists will bring positive results. Second, the results showed that the more well-known the collaborating company was, the higher level of trust the consumers had for the brand. The finding implies that when the collaborating company is well-known, consumers trust the product more assuming that the quality of the product secure better results. Third, as the product was more distinctive, consumers showed higher level of trust and felt more pleasure while watching the TV home shopping commercial. Utilizing their experiences and know-hows, make-up artists develop and offer products with distinct functions or unique ways to apply them. The results imply that the more different a product is, the more confident the consumer is that they can make up like a professional, anticipating the pleasure of making up using a product with a unique function or application method. Fourth, as to the demonstration factors, consumers felt more pleasure with more attractive models and unique demonstration, but their pleasure decreased with higher demonstration factuality. During the product demonstration, consumers felt more pleasure with more attractive models or more unique or impressive methods of demonstration while their pleasure reduced as the demonstration was more objective or factual. Fifth, the pleasure consumers felt while watching the TV home shopping commercial did not have an effect on consumer trust in the product, which indicates that even though consumers feel pleasure watching a home shopping commercial, the pleasure does not lead to consumer trust in the product. The results imply that pleasure and trust should be formed through separate ways. Sixth, consumers were found to have stronger purchase intention as they felt bigger trust and more pleasure while watching the TV home shopping commercial. Between the pleasure and the trust, the former had a stronger effect than the latter, which means that consumers are more likely to purchase the product when they trust the product than when they have a pleasure while watching. Lastly, the level of purchase impulse consumers felt while watching a TV home shopping commercial did not affect consumer response to the brand. Specifically, for the low impulse group the collaborating company's fame and product uniqueness positively affected consumer trust while product uniqueness had a positive effect on pleasure. Only trust had a positive effect on purchase intent. For the low impulse group the collaborating company's fame and product uniqueness positively affected consumer trust while product uniqueness and demonstration uniqueness had a positive effect on pleasure. Pleasure positively influenced trust, which affected purchase intent in a positive way. These results indicate that compared to the high impulse group, the low impulse group feel more pleasure from brand factors. As for the high impulse group, trust in the product directly affects purchase intent, and the pleasure they feel while watching a home shopping program on TV positively affects their purchase intent, mediated by their trust in the product. However, for the low impulse group, only trust was shown to positively affect their purchase intent. That is, while trust has a greater influence on purchase intent than pleasure for both groups, the high impulse group is also affected by pleasure in deciding on purchase intent, compared to the low impulse group. The current study investigated the effect of the various factors of the fastest growing make-up artist brands on TV home shopping channels on consumer response. The study contributes to the field by exploring the factors of make-up artist brands and investigating their effects on consumer response, on which little research has been conducted. In addition, the study also expands the field of research on TV home shopping by suggesting the specific dimensions of product demonstration factors, which play a significant role in TV home shopping but have not been much explored yet. Furthermore, the findings of the study suggest useful management implications for the cosmetic industry that develops and produces make-up artist brands.