코로나19 시기의 뷰티소비심리가 구매행동 및 구매만족도에 미치는 영향
Effects of Beauty Consumption Psychology in the Time of Corona 19 on Purchasing Behavior and Purchasing Satisfaction
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초록
This study included 247 male and female consumers. aged 20 and 50, living in Seoul and Gyeonggido; SPSS v. 21.0 was used for data analysis. The study focused on the impact of covid-19-affected beauty service consumption psychology on purchase behavior and satisfaction; the results were as follows: According to hypothesis 1, first, results from analysis of the impact of beauty service consumption psychology on reasonable purchases, a sub-element of purchase behavior, demonstrated that it has a significantly positive impact on general mentality and safety mentality. Second, impulsive purchases have a significantly positive impact on safety mentality and a significantly negative impact on psychology of expectation and general mentality. According to hypothesis 2, results from analysis of beauty service consumption psychology on purchase satisfaction demonstrated that psychology of expectation, general mentality, and safety mentality have a significantly positive impact on purchase satisfaction. According to hypothesis 3, results from analysis of the impact of purchase behavior on purchase satisfaction demonstrated that reasonable purchases, a sub-element of purchase behavior, have a significantly positive impact on purchase satisfaction.
Abstract
This study included 247 male and female consumers. aged 20 and 50, living in Seoul and Gyeonggido; SPSS v. 21.0 was used for data analysis. The study focused on the impact of covid-19-affected beauty service consumption psychology on purchase behavior and satisfaction; the results were as follows: According to hypothesis 1, first, results from analysis of the impact of beauty service consumption psychology on reasonable purchases, a sub-element of purchase behavior, demonstrated that it has a significantly positive impact on general mentality and safety mentality. Second, impulsive purchases have a significantly positive impact on safety mentality and a significantly negative impact on psychology of expectation and general mentality. According to hypothesis 2, results from analysis of beauty service consumption psychology on purchase satisfaction demonstrated that psychology of expectation, general mentality, and safety mentality have a significantly positive impact on purchase satisfaction. According to hypothesis 3, results from analysis of the impact of purchase behavior on purchase satisfaction demonstrated that reasonable purchases, a sub-element of purchase behavior, have a significantly positive impact on purchase satisfaction.
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