명품 화장품에 대한 관계혜택이 전환장벽과 브랜드 충성도에 미치는 영향 -온라인 및 오프라인 소매업태의 조절효과를 중심으로- = The Impact of Relational Benefits on the Switching Barriers and Brand Loyalty of Luxury Cosmetics: focused on the moderating role of Online and Offline Retail Formats

국문 초록 (Abstract)

본 연구는 중국에 거주하는 20~50대 여성 소비자를 대상으로 명품 화장품 구매 시 특정　브랜드와의　지속적인　관계에서　얻은　혜택이 전환장벽과 브랜드 충성도에 미치는 영향을 탐구하였다. 연구는 온라인 및 오프라인 소매업태가 소비자에게 미치는 영향의 차이를 분석하며, 중국 소비 시장의 최신 변화에 따른 소비자 심리 상태가 행동 변화에 미치는 영향을 밝히는 것을 목표로 하였다. 또한, 본 연구는 SPSS와 AMOS 프로그램을 통해 500개의 데이터를 분석하였으며, 체험적 혜택, 확신적 혜택, 특별우대 혜택, 편의적 혜택, 결제적 혜택, 정보적 혜택 및 위험부담감소 혜택의 7가지 관계혜택이 소비 과정에서 여러 역할을 강조하였다. 연구결과에 따르면, 관계혜택은 소비자의 전환장벽과 브랜드 충성도를 강화하는 데 중요한 역할을 하며, 이러한 영향은 온·오프라인 소매업태에서 유의한 차이를 보였다. 연구의 결론은 중국 시장에서 명품 화장품 브랜드가 효과적인 전략을 수립하는 데 중요한 참고 자료가 될 수 있다.

다국어 초록 (Multilingual Abstract)

This research　explores the impact of relational benefits, which are the advantages gained from a sustained relationship with a specific brand, on switching barriers and brand loyalty among female consumers aged 20 to 50 residing in China when purchasing luxury cosmetics. The research analyzes the influence difference between different retail formats online and offline, aiming to reveal the shifting psychological dynamics of consumers amid the latest changes in China's consumer market. Using SPSS and AMOS programs, data from 500 participants were analyzed, with a focus on seven types of relational benefits: experiential benefits, confidence benefits, special treatment benefits, convenience benefits, economic benefits, information benefits and risk reduction benefits. The results indicate that relational benefits significantly enhance switching barriers and brand loyalty, and these effects vary distinctly between online and offline retail channels. The findings offer valuable insights for luxury cosmetic brands to formulate effective strategies in the Chinese market.

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