중저가 화장품 소비자의 추구혜택과 관련변인 연구

• 영문명: A Study on Low-price Cosmetics Pursuit Benefits and Related Variables: Focusing on appearance orientation, face satisfaction, price sensitivity and purchase criteria
• 발행기관: 한국인체미용예술학회
• 저자명: 하종경(Jong kyung Ha)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제18권 제4호, 157~170쪽, 전체 14쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2017.12.20

영문 초록

This study attempted to analyze the benefits of investing in low-price cosmetics and the relevance with the related variables such as appearance orientation, face satisfaction, price sensitivity, purchase criteria, level of makeup and makeup source among college students in their 20s. The results found the following: In terms of low-price cosmetics pursuit benefits, four factors were derived: pursuit of appearance improvement, pursuit of hedonic consumption, safety pursuit and brand pursuit. ‘Appearance orientation’ had the largest effect on low-price cosmetics factors while ‘face satisfaction’ revealed an influence on ‘hedonic consumption’. According to the analysis of correlations between low-price cosmetics pursuit benefit factors and purchase criteria, ‘appearance improvement’ was correlated with skin compatibility and product capacity while ‘hedonic consumption’ was related with product quality and capacity. In ‘safety pursuit’, correlation was found between skin compatibility and product container. In addition, ‘brand pursuit’ was correlated with product container. Regarding differences in the benefits of investing in low-price cosmetics by demographic characteristics, a statistically significant difference was found by gender and age. In terms of differences by the level of makeup and makeup source, as the level of makeup increased, more diverse benefits were pursued. In ‘appearance improvement’ and ‘hedonic consumption’, ‘the Internet’ was the most important makeup source.

목차

Abstract

Ⅰ. 서론

Ⅱ. 화장품 추구혜택과 관련변인

Ⅲ. 연구방법 및 내용

Ⅳ. 연구결과 및 고찰

Ⅴ. 결론

참고문헌

키워드

추구혜택 외모지향성 얼굴만족도 가격민감도 구매기준 Pursuit Benefit Appearance Orientation Face Satisfaction Price Sensitivity Purchase Criteria