헬스&뷰티 스토어의 소비성향이 제품선호도와 구매결정요인에 미치는 영향

• 영문명: The Effects of Consumption Propensities On Product Preference and Purchase Decision Factors in Health & Beauty Store
• 발행기관: 한국인체미용예술학회
• 저자명: 하종경(Jong-Kyung Ha)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제20권 제3호, 119~132쪽, 전체 14쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2019.09.20

영문 초록

This study attempted to analyze the propensities to consume, product preferences and purchase decision factors against those in their 20s, who are the primary customers of beauty & beauty retailers, and figure out the effects of consumption propensities on product preferences and purchase decision factors. The results found the followings: First, in terms of consumption propensities, three different types were derived: Planned purchase, trend seeking, ostentatious spending. In product preferences, makeups, convenience goods and foundations were found. Lastly, purchase decision factors were divided into brand/store-specific factors and product-specific factors. Second, trend-seeking consumption propensity affected makeup preference while planned purchase propensity had an influence on the preference to face and body foundations. Third, those with planned purchase propensity tend to buy products based on product-specific factors while brand/store-specific factors were more critical among those with trend-seeking propensity. Fourth, according to a survey on consumers’ buying patterns at beauty & beauty stores, they usually put on tone makeup. When asked why thy buy cosmetics, ‘easy to buy’ was mostly responded. When asked about the source of their information, ‘friends or acquaintances’ was answered. Fifth, when differences in consumption propensities were analyzed by demographic characteristics, it was a group of those with planned purchase propensity that revealed a statistically significant difference by the degree of makeup application while those with trend-seeking consumption propensity showed a significant difference in fitness management.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

헬스&뷰티 스토어 소비성향 제품선호도 구매결정요인 Health & Beauty Stores Consumption Propensities Product Preferences Purchase Decision Factors