여대생의 퍼스널컬러 인식과 메이크업 행동, 색조화장품 구매행동과의 상관관계
Correlation Between Female University Students’ Personal Color Perception, Makeup Behavior, Color Cosmetics Purchase Behavior
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초록
The present study aimed to investigate the relationship between personal color perception, makeup behavior, and color cosmetics purchase behavior of female university students. For the study, survey questionnaires were handed to the above-mentioned student participants, out of which 434 scripts were used for analysis. Data analysis was done using statistical program SPSS v. 21.0. The results obtained are as follows. First, analysis of makeup recognition and actual conditions revealed that the most important parts for highlighting appearance included 44.9% of the cosmetics expenditure items were ‘eye and lip point makeup cosmetics,’ 36.9% was ‘skin care’ in ‘appearance investment,’ 32.5% was ‘face’ and 39.6% was ‘for self-satisfaction’. Second, personal color perception was the highest information and demand perception by sub-factor, followed by personal color perception and preferred color perception. Makeup behavior appeared in the order of satisfaction-oriented behavior and fashion-oriented behavior by sub-factor. For color cosmetics purchase behavior, color consideration purchase by sub-factor had the highest expenditure percentage, followed by quality consideration purchase and fashion consideration purchase. Third, personal color perception was found to have a statistically significant positive (+) correlation with makeup behavior. Fourth, analysis of the relationship between personal color perception and color cosmetics purchase behavior showed that personal color perception and preference color perception of personal color perception had significant positive correlation with purchase considering the trend of color cosmetics purchase behavior. Fifth, from the analysis of relationship between makeup behavior and color cosmetics purchase behavior, it was found that makeup behavior had a significant positive (+) correlation with color cosmetics purchase behavior.
Abstract
The present study aimed to investigate the relationship between personal color perception, makeup behavior, and color cosmetics purchase behavior of female university students. For the study, survey questionnaires were handed to the above-mentioned student participants, out of which 434 scripts were used for analysis. Data analysis was done using statistical program SPSS v. 21.0. The results obtained are as follows. First, analysis of makeup recognition and actual conditions revealed that the most important parts for highlighting appearance included 44.9% of the cosmetics expenditure items were ‘eye and lip point makeup cosmetics,’ 36.9% was ‘skin care’ in ‘appearance investment,’ 32.5% was ‘face’ and 39.6% was ‘for self-satisfaction’. Second, personal color perception was the highest information and demand perception by sub-factor, followed by personal color perception and preferred color perception. Makeup behavior appeared in the order of satisfaction-oriented behavior and fashion-oriented behavior by sub-factor. For color cosmetics purchase behavior, color consideration purchase by sub-factor had the highest expenditure percentage, followed by quality consideration purchase and fashion consideration purchase. Third, personal color perception was found to have a statistically significant positive (+) correlation with makeup behavior. Fourth, analysis of the relationship between personal color perception and color cosmetics purchase behavior showed that personal color perception and preference color perception of personal color perception had significant positive correlation with purchase considering the trend of color cosmetics purchase behavior. Fifth, from the analysis of relationship between makeup behavior and color cosmetics purchase behavior, it was found that makeup behavior had a significant positive (+) correlation with color cosmetics purchase behavior.
참고문헌 (17)
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