Effects of Cosmetic Advertising Image Recognition and Advertising Credibility on Purchasing Action of Cosmetic Products

Abstract

Investigating how advertising-related factors affect cosmetic purchasing action may be necessary for the cosmetics industry or consumers. Therefore, this study targeted women who have purchased or used cosmetic products. The following results were obtained as a result of analyzing 388 copies collected through a survey conducted from March 11 to March 15, 2024. The survey results show that the medium having the greatest influence on purchasing cosmetic products is social media, and the biggest influencing factor for direct purchases is an advertisement emphasizing the efficacy of the product. Teenagers and people in their 20s or 30s answered social media as a medium for purchasing action, but those in their 40s and up answered broadcasting as the most efficient medium. The efficacy of the product was given top priority as an influencing factor in purchasing. Advertisement image recognition and advertising credibility directly influenced purchasing action, and it was found that advertisement image recognition had a greater influence. The biggest factor influencing purchasing action is product information, and it can be seen that consumers place great importance on the content of advertisements. Therefore, it can be concluded that purchasing action of cosmetic products highly depends on the information learned from advertisements, and so in order for cosmetics companies to be recognized by consumers, it is necessary to focus on advertising strategies that accurately and quickly deliver product information.