earticle

영어

This study attempted to examine the effect of cosmetic companies' social responsibility activities on brand trust and purchase intention of the MZ generation, SPSS 26.0 was used for data analysis. Frequency analysis was performed for demographic characteristics, and reliability analysis was performed to measure the internal consistency of the measurement tool. Regression analysis, multiple regression analysis, and t-test were performed as research methods. The resultts are as follows: First, it was found that social responsibility activities of cosmetic companies (non-mandatory responsibility, compulsory responsibility) had an effect on brand trust of the MZ generation, and the relative influence was found to have higher compulsory responsibility. Second, it was found that the social responsibility activities of cosmetic companies had an effect on the purchase intention of the MZ generation, and the relative influence was found to have higher non-mandatory responsibility. Third, it was found that the brand trust of cosmetic companies affects the purchase intention of the MZ generation. Fourth, by age group, the social responsibility activities, brand trust, and purchase intention of cosmetic companies were all higher inamong those in their 20s than those in their 30s. Therefore, in order to increase the brand trust and purchase intention of the MZ generation, it is necessary for cosmeic companies to actively engage in social responsibility activities and to revitalize brand products by targeting people in their 20s with people in their 30s as their main target.

중국어

本研究旨在探讨化妆品企业社会责任活动对MZ一代品牌信赖和购买意愿的影响，本研究采用SPSS 26.0统计程序进行了数据分析。针对人口统计学特征进行了频率分析，为检测测量工具的内在一致性进行了信度分析。研究方法包括回归分析、多元回归分析、t检验。研究结果为如下：第一、化妆品企业的社会责任活动（非强制性责任、强制性责任）对MZ一代的品牌信誉产生影响，其中，强制性责任具有较高影响力。第二、化妆品企业的社会责任活动对MZ一代的购买意愿产生影响，其中，非强制性责任具有较高影响力。第三、化妆品企业的品牌信赖会影响MZ一代的购买意愿。第四、从年龄段来看，化妆品企业的社会责任活动、品牌信赖、购买意向等20-29岁人群都高于30-39岁人群。因此，为提高MZ一代的品牌信赖和购买意向，化妆品企业需要积极开展社会责任活动，以20-29岁人群为主要目标，同时面向30-39岁人群，激活品牌产品将会取得更卓越的效果。