여성의 라이프스타일과 헬스뷰티스토어 이용 태도가 화장품 구매행동에 미치는 영향
Life Styles and Attitudes of Health Beauty Store Users: Influence on Cosmetic Products Purchasing Behaviors
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초록
purchasing behaviors, we collected data about women in their 10s to 50s through a questionnaire survey and then conducted multiple regression analysis and hierarchical regression analysis. The influence of life styles on health beauty store users’ attitudes was analyzed. As a result, product diversity was influenced positively by aesthetic orientation, personality orientation, and practicability orientation. Reliability was positively influenced by fashion orientation, aesthetic orientation, and practicability orientation. Shopping interest was positively influenced by fashion orientation, aesthetic orientation, reasonable orientation, and personality orientation. Product value was significantly influenced only by fashion orientation. Price suitability was not significantly influenced other than by personality orientation. The influence of life styles on cosmetic product purchasing behaviors was analyzed. As a result, only practicability orientation was not positively influential. In addition to the attitudes of health beauty store users’, the relative influence of these attitudes was analyzed. In life styles, only show-off orientation was significantly influential, and in the attitudes of health beauty store users, reliability and shopping interest were significantly influential.
Abstract
purchasing behaviors, we collected data about women in their 10s to 50s through a questionnaire survey and then conducted multiple regression analysis and hierarchical regression analysis. The influence of life styles on health beauty store users’ attitudes was analyzed. As a result, product diversity was influenced positively by aesthetic orientation, personality orientation, and practicability orientation. Reliability was positively influenced by fashion orientation, aesthetic orientation, and practicability orientation. Shopping interest was positively influenced by fashion orientation, aesthetic orientation, reasonable orientation, and personality orientation. Product value was significantly influenced only by fashion orientation. Price suitability was not significantly influenced other than by personality orientation. The influence of life styles on cosmetic product purchasing behaviors was analyzed. As a result, only practicability orientation was not positively influential. In addition to the attitudes of health beauty store users’, the relative influence of these attitudes was analyzed. In life styles, only show-off orientation was significantly influential, and in the attitudes of health beauty store users, reliability and shopping interest were significantly influential.
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