한국 중년 여성의 라이프스타일이 메이크업 추구이미지와 화장품 구매행동에 미치는 영향

Abstract

The purpose of the investigation is to understand the life style by Korean middle-aged women. This study research into the life style for Korean Middle-aged women on pursued self-images of make up and the purchase pattern for cosmetics. The research method was a questionnaire response that surveys were conducted first.The survey subjects were Korean middle-aged women in their 40s and 50s of a living in Seoul, Kyung-gi province, Chung-cheong province. The questionnaire were used final analysis materials of a total of 259 from Mar, 1st to Mar, 30 in 2015. As the analysis method, Frequency Analysis, Factor Analysis, Reliability Analysis, Multiple Regression Analysis test were performed with SPSS 20.0 statistics program.In short of this study as follows that first, the survey subject were 162 persons in Korean middle-age of women in their 40s and 97 persons in their 50s. The survey were highly shown that occupied area was Seoul City, marital status was married women, occupation was a full-time homemaker. Second, the result of factor analysis of the life style of Korean middle-age of women in their 40s and 50s were classified to pursuit of social relationship, environment -friendly area, a cultural life, health maintenance. Also, the analysis of makeup image types showed that to pursuit of dignity, a decent appearance, pursuing personality, magnetism and purchasing behavior is classified that brand interest, trend purchase, utilitarian consumption, conspicuous purchase, conservatism purchase, personality purchase. Third, the effect of the life style for Korean middle aged women on pursued self-images of make up were analyzed to be the pursuit of dignity and a decent appearance make up images than to pursuit of pursuing personality and fancy image. Fourth, the effects of the life style for Korean middle aged women on the purchase pattern for cosmetics were analyzed the followings: For the pursuit of social relationship women who purchase pattern for cosmetics in middle aged women 40s and 50s were preferred to buy the cosmetics as the brand interest and trend purchase than buying the function of the cosmetics. Also, for women who were the pursuit of health maintenance were preferred the pursuit of conservatism purchase. Based upon these results, the life style for Korean middle aged women on pursued self-images of make up is affected by social psychological character to express their pursued self-images and it is confirmed that the life style for Korean Middle-aged women the purchase pattern for cosmetics is related to their motive, desire and mental state.