여대생의 화장품 소비성향이 구매 결정요인에 미치는 영향

• 영문명: The Effects of Cosmetics Consumption Propensity on Purchase Determinants in College Women
• 발행기관: 한국인체미용예술학회
• 저자명: 김소연(So Yeon Kim) 이인희(In Hee Lee)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제20권 제1호, 105~117쪽, 전체 13쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2019.03.30

영문 초록

The goal of this study is to make a contribution to the growth and development of the cosmetics market by investigating the effects of cosmetics consumption propensity on purchase determinants in college women and suggesting future directions for cosmetics manufacturers’ success and prosperity. For this, a questionnaire survey was performed among college women in Seoul. For data analysis, 337 copies out of the 350 copies distributed were used. The results confirmed that college women are very interested in their appearance and sensitive to trends. In addition, they are very concerned about what others think of them. Since they don’t yet have a great amount of disposable income, their monthly spending for cosmetics was low. Such college women’s cosmetics consumption propensity can be divided into two categories: planned buying based on consciousness of others and impulse buying. In ‘planned buying based on consciousness of others’, college women want to buy high-quality cosmetics at low prices. They buy them when they are on sale. In ‘impulse buying’, they buy cosmetics when they like their designs in advertising. Therefore, cosmetics manufacturers need to carefully watch product quality and design. They are able to increase consumption by exposing their products to consumers through continued advertisements and increasing discount rates during special offers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

College Women(여대생) Cosmetics(화장품) Consumption Propensity(소비성향) Purchase Determinants(구매결정요인)