소비자 라이프스타일 유형별 맞춤형화장품 소비가치인식이 맞춤형화장품 구매의도에 미치는 영향
The Effect of the Consumption Value Recognition Customized Cosmetics by Consumer Lifestyle Type on the Intention to Purchase Customized Cosmetics
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초록
This study examined the use of customized cosmetics according to an individual's lifestyle and the effect of recognizing consumption value recognition customized cosmetics on the purchase intention of customized cosmetics. In this study, a survey of adult females in their 20s and 60s was conducted and 405 copies were used in the final analysis of data. The results of the study were as follows. According to the general characteristics of the study subjects, customized cosmetics were often purchased based on the recommendation of people they were acquainted with, and, in particular, they were purchased by females with high income. In addition, a difference in the intention to purchase customized cosmetics was observed between the personal life-seeking group and the family life- seeking group according to lifestyle. In particular, a difference in the intention to purchase customized cosmetics was observed between the personal life-seeking group and the family life-seeking group. By contrast, the perception of consumption value recognition customized cosmetics according to lifestyle was found to affect the intention to purchase customized cosmetics. Therefore, customized cosmetics vendors or companies should reflect on the needs of consumers with consideration for the functional aspects of the efficacy and quality of cosmetics. In addition, formation of a reasonable price in the market accordingly is considered necessary.
Abstract
This study examined the use of customized cosmetics according to an individual's lifestyle and the effect of recognizing consumption value recognition customized cosmetics on the purchase intention of customized cosmetics. In this study, a survey of adult females in their 20s and 60s was conducted and 405 copies were used in the final analysis of data. The results of the study were as follows. According to the general characteristics of the study subjects, customized cosmetics were often purchased based on the recommendation of people they were acquainted with, and, in particular, they were purchased by females with high income. In addition, a difference in the intention to purchase customized cosmetics was observed between the personal life-seeking group and the family life- seeking group according to lifestyle. In particular, a difference in the intention to purchase customized cosmetics was observed between the personal life-seeking group and the family life-seeking group. By contrast, the perception of consumption value recognition customized cosmetics according to lifestyle was found to affect the intention to purchase customized cosmetics. Therefore, customized cosmetics vendors or companies should reflect on the needs of consumers with consideration for the functional aspects of the efficacy and quality of cosmetics. In addition, formation of a reasonable price in the market accordingly is considered necessary.
참고문헌 (25)
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