여대생의 화장동기가 화장품 구매성향과 구매행동에 미치는 영향

• 영문명: Analysis of the Influence of Makeup Motives on Cosmetics Purchasing Tendency and Behavior in College Women
• 발행기관: 한국인체미용예술학회
• 저자명: 최정순(choi jung soon) 황선희(hwang sun hee)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제19권 제1호, 57~69쪽, 전체 13쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2018.01.30

영문 초록

This study is aimed to investigate the effects of makeup motives on cosmetics purchasing tendency and purchasing behavior in college women. For this, a total of 328 college women in Seoul and Gyeonggi-do were examined. The study results found the following: In terms of the influence of makeup motives on purchasing tendency, ‘ability’ was the highest, followed by ‘change’ in economic orientation with statistical significance. In personal purchase, ‘change’ and ‘interpersonal etiquette’ revealed a relative contribution. In impulsive purchase, ‘change’ was the highest, followed by ‘ability’ in terms of relative contribution. Regarding multiple regression analysis on the influence of makeup motives on purchasing behavior in college women, ‘value expression’ was the highest, followed by ‘ability’ and ‘interpersonal courtesy’ in terms of relative contribution according to analysis on the influence of makeup motives on an ostentatious type. In terms of the effects of makeup motives on brand preference, ‘value expression’ was the highest, followed by ‘interpersonal courtesy’ with statistical significance. Regarding multiple regression analysis on the influence of purchasing tendency on purchasing behavior, ‘impulsive purchase’ was the highest, followed by ‘economic orientation’ and ‘personal purchase’ in terms of relative contribution in the influence of purchasing tendency on an ostentatious type. According to analysis on the influence of purchasing tendency on brand preference, ‘impulsive purchase’ was the highest, followed by ‘personal purchase’ and ‘economic orientation’ in terms of relative contribution.

목차

Ⅰ. 서 론

II. 연구방법 및 절차

III. 연구결과 및 논의

IV. 결론 및 제언

키워드

Makeup Motives(화장동기) Purchasing Behavior(구매행동) Purchasing Tendency(구매성향)