중국 소홍서에서 K-Beauty 중저가 화장품의 SNS 마케팅이 소비자의 지각된 가치 및 행동의도에 미치는 영향: 지각된 가치의 매개효과와 한류관여도의 조절효과

초록

This study empirically analyzed the impact of various SNS marketing(information, advertising, event, and user review marketing) for K-Beauty mid- to low-priced cosmetics on consumers' perceived value and behavioral intention and the moderating effect of Hallyu involvement in Red of China. Results of the study confirmed that SNS marketing in Red had a positive influence on consumers' perceived value and behavioral intention. However, SNS advertising marketing had a positive influence on purchase intention through perceived value, and SNS review marketing had a positive influence on word-of-mouth intention through perceived value. Additionally, the moderating effect of Hallyu involvement was verified in the relationship between consumers' perceived value and behavioral intention(purchase intention, word of mouth intention). This study classifies the SNS marketing elements of the K-Beauty industry in the Chinese market and demonstrates the influence on consumer behavioral intention through perceived value and the moderating effect of Hallyu involvement, thereby providing important academic reference materials. It is expected that it will be able to provide practical help in marketing and promotion of the K-Beauty products in the Chinese market.

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