여대생의 향수 구매행동과 이미지 특성 및 지각된 인식에 관한 연
A Study on the Perfume Purchase Behavior and Perfume Image Characteristics and Perceived Perception of Female University Students
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초록
The objectives of the current study are to examine the relationship between perfume image characteristics, perceived perception, perceived quality, and perceived value of female university students. A survey of 509 female university students was conducted. SPSS 21.0 was used in analysis of the data collected from the survey. A frequency analysis and a multiple response analysis were performed to determine the general characteristics of the survey subjects and perfume purchase behavior. Calculation of exploratory factor analysis and Cronbach's α coefficient was performed in order to confirm the validity and reliability of the measurement tool. Descriptive statistical analysis was performed in order to determine the mean and standard deviation of major variables, and correlation analysis was performed in order to determine the correlation between each variable. A summary of the results is provided as follows. The results of an analysis of the effect of the image characteristics of perfume on the perceived value showed that urban and sweet images had a statistically significant positive effect on the perceived value.
Abstract
The objectives of the current study are to examine the relationship between perfume image characteristics, perceived perception, perceived quality, and perceived value of female university students. A survey of 509 female university students was conducted. SPSS 21.0 was used in analysis of the data collected from the survey. A frequency analysis and a multiple response analysis were performed to determine the general characteristics of the survey subjects and perfume purchase behavior. Calculation of exploratory factor analysis and Cronbach's α coefficient was performed in order to confirm the validity and reliability of the measurement tool. Descriptive statistical analysis was performed in order to determine the mean and standard deviation of major variables, and correlation analysis was performed in order to determine the correlation between each variable. A summary of the results is provided as follows. The results of an analysis of the effect of the image characteristics of perfume on the perceived value showed that urban and sweet images had a statistically significant positive effect on the perceived value.
참고문헌 (29)
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