소비자 혁신성이 증강현실(AR) 메이크업 경험과 색조화장품 구매 행동에 미치는 영향 : 20~40대 여성을 중심으로

다국어 초록 (Multilingual Abstract)

This study examined how consumer innovativeness influences augmented reality (AR) makeup experiences and color cosmetics purchase behavior among women in their 20-40s from Busan and Gyeongsangnam-do. A survey was conducted with 340 respondents, and 327 valid responses were analyzed using SPSS 25.0 and AMOS 25.0 through structural equation modeling (SEM) and bootstrapping. The results revealed that functional, hedonic, and cognitive innovativeness significantly enhanced AR makeup experiences, while social innovativeness had no effect, indicating that AR is more closely linked to efficiency, enjoyment, and curiosity than social display. Functional and cognitive innovativeness positively influenced purchase behavior, whereas hedonic and social innovativeness had partial effects. AR makeup experiences themselves exerted a strong positive impact on overall purchase behavior. These findings demonstrate that AR makeup experiences play a key role in converting innovative tendencies into actual buying behavior. The study contributes a new framework for consumer behavior research and provides practical implications for digital marketing strategies in the beauty industry.

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론적 배경
• 1. 소비자 혁신성
• 2. 증강현실 메이크업
• 3. 색조화장품 구매행동
• III. 연구방법
• 1. 연구대상 및 기간
• 2. 연구도구
• 3. 연구모형 및 가설
• 4. 자료수집방법 및 자료분석방법
• IV. 연구결과 및 고찰
• 1. 일반적인 특성
• 2. 타당성 및 신뢰도 검증
• 3. 측정모형의 검증
• 4. 구조모형 및 가설검증
• 5. 직, 간접효과 및 총효과 검증
• V. 결론
• 참고문헌
• 中文摘要