| Abstract |
| Focusing on the fast-growing make-up artist brands in recent, the current study was conducted in an attempt to investigate the effects of their traits(make-up artist`s reputation, collaborating company`s fame and product distinctiveness) and product demonstration(informativeness, demonstration factuality, model attractiveness and demonstration uniqueness) on consumer response(consumer trust, pleasure, and purchase intent). And 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 results of the study were as follows. First, the higher the make-up artist`s reputation and collaborating company`s fame was, the higher level of trust the consumers showed about the product. Second, the product was more distinctive, consumers showed higher level of trust and felt more pleasure while watching the TV home shopping commercial. Third, as to the demonstration factors, the higher the demonstration factuality was, the higher level of trust the consumers showed about the product. And consumers felt more pleasure with more attractive models and unique demonstration. For the low impulse group, the informativeness positively affected consumer trust while for the high impulse group, the informativeness negatively affected consumer trust. the findings of the study suggest useful management implications for the cosmetic industry that develops and produces make-up artist brands and home shopping commercials. |
|
|
| Key Words |
| 메이크업 아티스트 브랜드, 제품 시연, 홈쇼핑, 충동구매, Make-up artist brand, Product demonstration, Home shopping, Impulsive buying |
|
|
 |
|
Full Text