몽골 여성의 한국 기초화장품 구매행동이 구매만족도와 재구매의도에 미치는 영향
The impact of Mongolian women's purchasing behavior of Korean basic cosmetics on purchase satisfaction and repurchase intention
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This study investigated the impact of Korean cosmetic purchasing habits of Mongolian women on purchase satisfaction and intent to repurchase From November 1 to November 21, 2023, a self-administered survey for adults in their 20s to 50s was conducted. Among the questionnaires collected, 2 were excluded as insincere responses. The remaining 238 surveys were used for analysis. The data were subjected to frequency analysis using the SPSS 26.0 program. Factor analysis, reliability analysis, and multiple regression analysis were conducted. Subsequently, this study found that Mongolian women's Korean cosmetic purchasing habits had a statistically significant impact on purchase satisfaction and intent to repurchase. Furthermore, Mongolian women's Korean cosmetic purchasing habits along with purchase satisfaction were each found to have a statistically significant effect on intent to repurchase. Thus, when Korean companies enter the market in the future, skin type and environmental characteristics of Mongolian consumers need to be considered and reflected in the marketing of skin care products as well as makeup and hair care products.
Abstract
This study investigated the impact of Korean cosmetic purchasing habits of Mongolian women on purchase satisfaction and intent to repurchase From November 1 to November 21, 2023, a self-administered survey for adults in their 20s to 50s was conducted. Among the questionnaires collected, 2 were excluded as insincere responses. The remaining 238 surveys were used for analysis. The data were subjected to frequency analysis using the SPSS 26.0 program. Factor analysis, reliability analysis, and multiple regression analysis were conducted. Subsequently, this study found that Mongolian women's Korean cosmetic purchasing habits had a statistically significant impact on purchase satisfaction and intent to repurchase. Furthermore, Mongolian women's Korean cosmetic purchasing habits along with purchase satisfaction were each found to have a statistically significant effect on intent to repurchase. Thus, when Korean companies enter the market in the future, skin type and environmental characteristics of Mongolian consumers need to be considered and reflected in the marketing of skin care products as well as makeup and hair care products.
참고문헌 (23)
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