여대생의 네일 컬러링 구매행동

• 영문명: A Study of College Women's Purchase Behavior toward Nail Coloring - Gyeonggi Province Centrally -
• 발행기관: 한국인체미용예술학회
• 저자명: 김현정(Hyun-Jung Kim) 오인영(In-Young O) 전연숙(Yeun-Suk Jeun)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제13권 제4호, 41~63쪽, 전체 23쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2012.12.20

영문 초록

This study has performed multiple response analysis, factor analysis, cluster analysis and ANOVA using SPSS 20.0 in order to determine the difference between college women’s use pattern of nail services and their awareness of nail color by consumer type with a total of 214 college women living in Gyeonggi-do. First, according to the analysis of their perception of nail color, ‘it makes me feel better’ had the most responses, followed by ‘it is a way to invest in myself.’ Second, in terms of susceptible perception toward nail color, they responded that transparent and see-through color felt natural while pink felt feminine. In addition, they said that red felt sexy while orange, gold brown, silver and blue felt refined and stylish. Third, to segment consumers by the characteristics of nail-related fashion lifestyle, five factors – interest in fashion, showing off fashion, awareness of others, fashion innovation and egoism – were obtained. In addition, consumers have been classified into four clusters; trendsetting, trend-oriented, showing off self-worth and self worth-oriented. In Cluster 1, ‘fashion innovation’ was high while ‘awareness of others’ was low. In Cluster 2, ‘interest in fashion’ was the highest while ‘fashion innovation’ was the lowest. In Cluster 3, ‘awareness of others’ was the highest while ‘self-oriented’ was the lowest. In Cluster 4, ‘self-oriented’ and ‘showing off fashion’ were high while ‘interest in fashion’ was the lowest.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구 결과

Ⅴ. 결론 및 제언

참고문헌

키워드

네일 컬러 구매 행동 소비자 유형 네일 컬러링 Purchase Behavior toward Nail Color Consumer Pattern Nail Coloring