부모의 소비가치가 유아화장품의 제품신뢰와 구매행동에 미치는 영향

This study examined effects of parental consumption values on trust in products and buying behavior of baby cosmetics. For this, a survey was conducted targeting parents with preschoolers who are 2 to 6 years old and use baby cosmetics from January 20 to February 9, 2020. Total 400 copies of the questionnaires were used in the final analysis. The results of the study are as follows: First, effects of parental consumption values on trust in products of baby cosmetics have found that the higher functional, exploratory, and emotional values are, the higher trust in products of baby cosmetics is. Second, parental consumption values on buying behavior of baby cosmetics have found that the higher functional values of parental consumption values are, the higher buying behavior of functions, quality, and prices of baby cosmetics is, the higher emotional values are, the higher buying behavior of advertising is, and the higher exploratory values are, the higher buying behavior of trends is. These results could be found that parental consumption values are the important factors to improve parental trust in products and buying behavior of baby cosmetics of those who buy them and the higher parental consumption values are, the higher trust in products and buying behavior of baby cosmetics are.