다이소 화장품 선택속성이 구매만족도와 재구매의도에 미치는 영향

Abstract

This study focused on the rapidly growing Daiso cosmetics market and empirically analyzed the effects, as perceived by consumers, of product selection on purchase satisfaction and repurchase intention. A survey was conducted with 204 consumers who had previously purchased Daiso cosmetics. Multiple regression analysis was conducted on the data using SPSS 28.0. The results showed that, among the selection attributes, quality, price, design, and convenience, had significant effects on purchase satisfaction, while brand image did not. Quality, design, and convenience had significant effects on repurchase intention, whereas price and brand image did not. Furthermore, purchase satisfaction was confirmed as the key factor influencing repurchase intention. These findings suggest that, in the case of Daiso cosmetics, practical product value and user experience play a more important role than brand perception. The results of this study contribute to understanding consumer behavior toward Daiso cosmetics and provide foundational data for practical marketing strategy development.