화장품브랜드의 점포선택속성이 고객의 쇼핑성향 및 관계품질에 미치는 영향 = The Effects of Store Selection Attributes of Cosmetic Brands on Customer Shopping Orientations and Relationship Quality

다국어 초록 (Multilingual Abstract)

The cosmetics industry is an organically interconnected sector that can be converged with various fields such as medical and biotechnology. It is a high value-added industry combining multiple areas of basic science, and at the same time a representative cultural industry that creates new value through the integration of national branding and comprehensive cultural content. Today, due to the rapid development of the internet, the cosmetics industry is facing intensified competition among companies, fueled by the widespread expansion of online distribution channels. In particular, cosmetic brand stores that operate primarily offline rely on direct face-to-face interactions with customers, making the formation of positive relationships with customers an essential part of their business. Because human interaction between customers and staff is indispensable, it becomes especially important to accurately understand customer needs and establish relationship-building practices through effective personnel management. The operation of cosmetic brand stores involves continuous interaction from the moment a customer visits the store through the entire shopping process, and these interactions shape the perceived relationship quality. Accordingly, store selection attributes may influence customers’ shopping tendencies as well as their relationship quality. Despite the importance of store selection attributes, shopping tendencies, and relationship quality as strategic variables that can be effectively used for market segmentation, empirical research on these topics remains insufficient. Thus, there is a growing need to investigate customers’ shopping tendencies and relationship quality in addition to the store selection attributes of cosmetic brands, and empirical analysis is required. Based on this need, the present study establishes the following research objectives. First, this study aimed to examine store selection attributes, shopping tendencies, and relationship quality, and to determine whether these factors differ according to respondents’ general characteristics. Second, it sought to investigate the effects of cosmetic brand store selection attributes on shopping tendencies and relationship quality, and to identify the key sub-factors of store selection attributes. Third, it examined the influence of shopping tendencies on relationship quality and aimed to derive the major sub-factors of shopping tendencies. Fourth, it sought to identify the mediating role of customers’ shopping tendencies in the relationship between store selection attributes and relationship quality for cosmetic brands. Through this process, the study intended to demonstrate the importance of store selection attributes and shopping tendencies, and to provide information that may help support effective store operations for cosmetic brands. To achieve these research objectives, this study employed both domestic and international literature reviews as well as empirical investigation. The literature review examined prior studies related to store selection attributes, shopping tendencies, and relationship quality, thereby establishing a theoretical foundation for the factors addressed in this research. Based on the findings of the literature review, a research model was developed and hypotheses requiring empirical testing were formulated. For the empirical survey, a total of 600 questionnaires were distributed to customers who had visited and used cosmetic brand stores in Busan, Ulsan, and the Gyeongsangnam-do and Gyeongsangbuk-do regions. Of these, 536 valid responses were used for the analysis after excluding questionnaires with insincere or noncompliant responses. The survey was conducted over approximately one month, from 20 March to 20 April 2025. For data analysis, SPSS 25.0 was used. Frequency analysis was performed to identify respondents’ general characteristics. To verify the validity and reliability of the measurement tools, confirmatory factor analysis and reliability analysis were conducted, and Cronbach’s α coefficients were calculated. Descriptive statistical analysis was carried out to examine store selection attributes, shopping tendencies, and relationship quality. To identify differences according to general characteristics, independent t-tests, one-way ANOVA, and Duncan post-hoc tests were performed. Correlation analysis was used to examine relationships among store selection attributes, shopping tendencies, and relationship quality. To test the hypotheses, regression analysis was conducted, and a three-step mediated regression analysis was performed to identify the mediating effect of shopping tendencies. The main findings of this study are summarized as follows. First, differences in store selection attributes, shopping tendencies, and relationship quality according to general characteristics were primarily observed across gender, age, marital status, education level, and monthly income. Women perceived store selection attributes, shopping tendencies, and relationship quality more highly than men. In terms of age, respondents in their 20s to 50s and older showed higher perceptions than those in their teens. Married respondents perceived store accessibility more favorably than unmarried respondents. Regarding education, those who completed a two-year college program, a four-year university program, or a graduate program (master’s or doctoral level) exhibited higher perceptions than those with a high school education or less. Monthly income also showed a clear pattern in which higher income was associated with higher perceptions across all variables. Second, the study examined the effects of cosmetic brand store selection attributes on shopping tendencies and relationship quality and identified the key sub-factors of store selection attributes. For the effects of store selection attributes on shopping tendencies, store-loyal tendencies were influenced by service professionalism, store accessibility, price, and sales promotion in that order. Price-oriented tendencies were influenced by price, service professionalism, and sales promotion. Time-saving tendencies were affected by service professionalism, store atmosphere, price, store accessibility, and sales promotion. Impulse buying tendencies were influenced by store accessibility, price, service professionalism, and sales promotion. Brand-seeking tendencies were influenced by service professionalism, store accessibility, sales promotion, and price. Fashion-oriented tendencies were affected by store accessibility, price, service professionalism, and sales promotion. Exploratory tendencies were influenced by price, sales promotion, and service professionalism. Conformity-oriented tendencies were influenced by store accessibility, service professionalism, sales promotion, and price. For the effects of store selection attributes on relationship quality, all sub-factors including store accessibility, service professionalism, price, sales promotion, and store atmosphere were found to have significant influence. Among these, service professionalism, sales promotion, and price were identified as important factors consistently affecting both shopping tendencies and relationship quality. Third, the results on the effects of shopping tendencies on relationship quality showed that all sub-factors of shopping tendencies influenced relationship quality except for price-oriented tendencies. The influencing factors appeared in the order of fashion-oriented, storeloyal, time-saving, brand-seeking, conformity-oriented, impulse buying, and exploratory tendencies. Fourth, the analysis of the mediating role of shopping tendencies in the relationship between store selection attributes and relationship quality confirmed that all sub-factors of shopping tendencies served as partial mediators. In conclusion, the key research objective of this study was to examine the relationships among store selection attributes, shopping tendencies, and relationship quality in cosmetic brands. The findings confirmed that store selection attributes are significant factors influencing both shopping tendencies and relationship quality. In particular, service professionalism, sales promotion, and price were identified as the most important sub-factors of store selection attributes. Therefore, operators of cosmetic brand stores should make active efforts to enhance and improve store selection attributes. It is especially important for practitioners to recognize the significance of service professionalism, sales promotion, and price, and to incorporate these findings into segmented marketing strategies as well as efficient and competitive operational and policy development within cosmetic brand management.

국문 초록 (Abstract)

화장품 산업은 의료, 바이오 등 다양한 산업과 융복합이 가능한 유기 적 연계산업으로서, 여러 분야의 기초과학이 결합된 고부가가치산업이자 국가 브랜드와 종합문화산업이 결합되어 새로운 가치를 창출하는 대표적 인 문화산업이다. 오늘날 인터넷 발달로 인해 화장품산업은 온라인 유통 의 광범위한 확산으로 업체 간의 경쟁이 심화되고 있는 실정이다. 특히 오프라인이 기반인 화장품브랜드 점포는 고객과의 직접적인 대면을 통해 이루어지는 영업방식이므로 고객과 우호적인 관계 형성은 간과할 수 없 는 중요한 사안이며, 고객과 직원 간의 인적 상호작용이 필수적이기에 적극적인 고객의 니즈 파악과 인적관리를 통한 관계형성이 무엇보다 필 요할 것이다. 화장품브랜드 점포운영은 고객이 점포를 방문하는 과정에서부터 쇼핑 하는 동안 상호작용이 이루어지고 그로 인해 관계품질이 형성되며, 이러 한 점포선택속성이 쇼핑성향 및 관계품질에 영향을 미칠 수 있을 것이 다. 이렇듯 점포선택속성과 쇼핑성향 및 관계품질이라는 변수는 시장세 분화에 유용하게 이용될 수 있는 중요한 전략적 변수임에도 불구하고 이 와 관련한 실증적인 연구는 미흡한 상황이다. 이에 화장품브랜드의 점포 선택속성에 더하여 고객의 쇼핑성향 및 관계품질에 대한 연구의 필요성 이 제기되며, 실증적인 분석이 필요하다. 이에 다음과 같은 연구목적을 설정하였다. 첫째, 점포선택속성, 쇼핑성향, 관계품질에 대해 알아보고, 이러한 요인 들이 조사대상자의 일반적 특성에 따라 차이가 있는지 알아보고자 하였 다. 둘째, 화장품브랜드의 점포선택속성이 쇼핑성향 및 관계품질에 미치 는 영향에 대해 알아보고, 그에 따른 점포선택속성의 중요한 하위요인을 도출하고자 하였다. 셋째, 화장품브랜드의 쇼핑성향이 관계품질에 미치는 영향에 대해 알아보고, 그에 따른 쇼핑성향의 중요한 하위요인을 도출하 고자 하였다. 넷째, 화장품브랜드의 점포선택속성이 관계품질에 미치는 영향에서 고객의 쇼핑성향의 매개역할을 파악하고자 하였다. 이를 통해 점포선택속성과 쇼핑성향의 중요성을 입증하고, 화장품브랜드의 점포 운 영에 도움이 될 수 있는 기초자료 및 정보를 제공하고자 하였다. 본 연구는 연구목적의 성공적인 수행을 위해 국내·외 문헌 조사와 실 증조사 방법을 병행하였으며, 문헌연구를 통하여 점포선택속성, 쇼핑성 향, 관계품질에 관한 선행연구를 고찰함으로써 본 연구가 수행하고자 하 는 요인들의 이론적 근거를 제시하였고, 문헌연구의 결과를 토대로 연구 모형을 설정하고 실증분석으로 검증해야 할 가설을 설정하였다. 연구의 조사대상은 부산·울산광역시 및 경상남·북도 지역에서 화장품브랜드의 점포를 방문하여 이용한 경험이 있는 고객을 대상으로 총 600부의 설문 조사를 실시하였으며, 이 중 응답이 불성실하거나 지시에 따르지 않은 설문지를 제외한 최종 536부의 설문지를 분석에 활용하였고, 조사기간은 2025년 3월 20일부터 4월 20일까지 약 한 달간 실시하였다. 분석방법은 통계 패키지 프로그램인 SPSS 25.0을 사용하였으며, 조사대상자의 일반 적 특성을 위해 빈도분석, 측정도구의 타당성과 신뢰도를 검증하기 위해 확인적 요인분석(confirmatory factor analysis) 및 신뢰도 분석(reliability analysis)으로 Cronbach's α 계수를 산출하였다. 또한 점포선택속성과 쇼 핑성향, 관계품질에 대해 알아보기 위해 기술통계분석을 실시하였으며, 일반적 특성에 따른 차이를 알아보기 위하여 독립 t-검정(t-test), 일원변 량분석(one way ANOVA) 및 사후검증(duncan test)을 실시하였다. 그리 고 점포선택속성과 쇼핑성향, 관계품질의 상관관계를 알아보기 위해 상관관계 분석(correlation analysis)을 실시하였고, 가설의 검증을 위해 회 귀분석(regression analysis)을 실시하였으며, 쇼핑성향의 매개효과를 알 아보기 위하여 3단계 매개회귀분석(three-step mediated regression analysis)을 실시하였다. 본 연구의 주요 결과를 요약하면 다음과 같다. 첫째, 일반적 특성에 따른 점포선택속성과 쇼핑성향, 관계품질에 대한 결과는 성별, 연령, 결혼여부, 학력, 월 평균 소득에서 주로 차이를 보이 고 있음을 알 수 있었다. 먼저 성별은 여성이 남성에 비해 점포선택속성 과 쇼핑성향, 관계품질 모두 높게 인식하고 있으며, 연령은 20-50대 이 상이 10대에 비해 모두 높게 인식하고, 결혼여부는 기혼이 미혼에 비해 상대적으로 입지 편의성에서 높게 인식하고 있음을 알 수 있었다. 또한 학력에서는 전문대(2년) 과정/졸업, 대학교(4년) 과정/졸업, 대학원(석박 사) 과정/졸업이 고졸 이하에 비해 상대적으로 모두 높게 인식하고 있으 며, 월 평균 소득은 월 평균 소득이 많을수록 모두 높게 인식하고 있음 을 확인하였다. 둘째, 화장품브랜드의 점포선택속성이 쇼핑성향 및 관계품질에 미치는 영향에 대해 알아보고, 그에 따른 점포선택속성의 중요한 하위요인을 알 아본 결과는, 먼저 점포선택속성과 쇼핑성향의 영향 관계를 살펴보면, 점 포충성적 성향은 점포선택속성의 하위요인인 서비스 전문성, 입지 편의 성, 가격, 판매촉진의 순으로 영향을 미치고, 가격지향적 성향에서는 가 격, 서비스 전문성, 판매촉진 순으로 영향을 미쳤으며, 시간절약적 성향 에서는 서비스 전문성, 점포 분위기, 가격, 입지 편의성, 판매촉진 순으로 모두 영향을 미쳤다. 또한 충동구매적 성향에서는 입지 편의성, 가격, 서 비스 전문성, 판매촉진 순으로 영향을 미쳤으며, 브랜드추구적 성향에서 는 서비스 전문성, 입지 편의성, 판매촉진, 가격 순으로 영향을 미쳤고, 유행지향적 성향에서는 입지 편의성, 가격, 서비스 전문성, 판매촉진 순 으로 영향을 미친 것으로 확인하였다. 그리고 탐색성향적 성향에서는 가 격, 판매촉진, 서비스 전문성 순으로 영향을 미쳤으며, 동조지향적 성향 에서는 입지 편의성, 서비스 전문성, 판매촉진, 가격 순으로 영향을 미치는 것으로 나타났다. 점포선택속성과 관계품질의 영향 관계를 살펴보면, 점포선택속성의 하위요인인 입지 편의성, 서비스 전문성, 가격, 판매촉진, 점포 분위기 순으로 모두 영향을 미치는 것으로 나타났다. 특히, 점포선 택속성의 하위요인인 서비스 전문성, 판매촉진, 가격은 쇼핑성향 및 관계 품질에 있어 모두 영향을 미치는 중요한 요인임을 확인하였다. 셋째, 쇼핑성향이 관계품질에 미치는 영향에 대해 알아보고, 그에 따른 쇼핑성향의 중요한 하위요인을 알아본 결과는, 쇼핑성향의 하위요인인 가격지향적 성향을 제외한 유행지향적, 점포충성적, 시간절약적, 브랜드 추구적, 동조지향적, 충동구매적, 탐색성향적 성향 순으로 영향을 미치는 것을 알 수 있었다. 넷째, 점포선택속성이 관계품질에 미치는 영향에서 쇼핑성향의 매개 역할을 파악하고자 한 결과는 쇼핑성향의 하위요인 모두 부분매개 하는 것으로 확인하였다. 결론적으로 본 연구의 중요한 연구목적인 화장품브랜드의 점포선택속 성이 쇼핑성향과 관계품질과의 영향 관계에서 점포선택속성은 쇼핑성향 과 관계품질에 영향을 미치는 중요한 요인이며, 특히 점포선택속성의 하 위요인 중 서비스 전문성, 판매촉진, 가격이 가장 중요한 요인임을 확인 한 바, 화장품브랜드 운영자들은 점포선택속성의 향상 및 개선을 위한 노력이 요구되며, 무엇보다 서비스 전문성, 판매촉진 그리고 가격에 대한 중요성을 인식하여 화장품브랜드의 경영환경에 있어 세분화된 마케팅 전 략 수립과 효율적이고 경쟁력 있는 운영 및 정책 수립에 이와 같은 결과 를 적극 수용하고 반영할 필요가 있는 것으로 사료된다.

목차 (Table of Contents)

• Ⅰ. 서 론 ···············································································································1
• 1. 연구의 필요성 및 목적 ···············································································1
• 2. 연구방법 및 논문의 구성 ···········································································6
• Ⅱ. 이론적 배경 ··································································································8
• 1. 점포선택속성 ·································································································8
• 가. 점포선택속성의 개념 및 정의 ·····························································8
• 나. 점포선택속성의 구성요소 ···································································13
• 다. 점포선택속성에 대한 선행연구 ·························································27
• 2. 쇼핑성향 ·······································································································30
• 가. 쇼핑성향의 개념 및 정의 ···································································30
• 나. 쇼핑성향의 구성요소 ···········································································33
• 다. 쇼핑성향에 대한 선행연구 ·································································36
• 3. 관계품질 ·······································································································42
• 가. 관계품질의 개념 및 정의 ···································································42
• 나. 관계품질에 대한 선행연구 ·································································49
• Ⅲ. 연구설계 ······································································································57
• 1. 연구모형 ·······································································································57
• 2. 연구가설 및 측정도구 ···············································································58
• 가. 점포선택속성과 쇼핑성향, 관계품질에 대한 가설 및 측정 ········· 58
• 나. 쇼핑성향과 관계품질에 대한 가설 및 측정 ····································60
• 다. 쇼핑성향과 점포선택속성, 관계품질에 대한 가설 및 측정 ··········60
• 라. 관계품질에 대한 측정 ·········································································63
• 3. 연구대상 및 분석방법 ···············································································64
• 가. 조사대상자의 선정 및 기간 ·······························································64
• 나. 설문지의 구성 ·······················································································64
• 다. 분석방법 ·································································································66
• Ⅳ. 연구결과 ······································································································67
• 1. 조사대상자의 일반적 특성 ·······································································67
• 2. 측정도구의 타당성 및 신뢰도 검증 ·······················································69
• 가. 점포선택속성에 대한 타당성 및 신뢰도 검증 ·······························70
• 나. 쇼핑성향에 대한 타당성 및 신뢰도 검증 ·······································72
• 다. 관계품질에 대한 타당성 및 신뢰도 검증 ·······································75
• 3. 기술통계적 분석 ·························································································76
• 가. 점포선택속성 ·························································································76
• 나. 쇼핑성향 ·································································································81
• 다. 관계품질 ·································································································87
• 4. 상관관계 분석 ·····························································································90
• 5. 가설의 검증 ·································································································92
• 가. 가설1의 검증 ·························································································92
• 나. 가설2의 검증 ·······················································································101
• 다. 가설3의 검증 ·······················································································103
• 라. 가설4의 검증 ·······················································································106
• 마. 가설검증 결과 요약 ···········································································122
• Ⅴ. 결 론 ···········································································································124
• 1. 연구결과의 요약 및 논의 ·······································································124
• 2. 연구의 한계 및 향후 연구방향 ·····························································129
• 참고문헌 ·········································································································131
• 부록 ·················································································································144
• Abstract ··········································································································150