피부관리실 이용 여성고객의 감성마케팅 선호 연구

Abstract

This study has an objective of verification about demographic characteristics and preferences according to emotional sensibility elements through empirical research on the influences that sensibility elements in emotional marketing affect female customers visiting skin care shops. Ultimately, this study aims at providing with basic data, which leads to management improvement and industrial development that could revitalize skin care shops in the intensely competitive market. A questionnaire survey was conducted to female customers visiting skin care shops from April 11th to 28th in 2016 (17days, 420 samples) to collect data. After collecting 412 questionnaires, 408 were gone through final analysis except for 4 that have insincere replies or not replied in all questions. The data coding and data cleaning were used as data analysis methods, after then this study employed SPSS WIN 21.0 program to conduct frequency analysis, t-test, one-way ANOVA and Duncan test as post hoc test. Based on this survey and research, we could verify that women’s generally emotional experiences affect their using of skin care shops significantly and they have differences according to their general characteristics. Based on this result, it is assumed that an emotional marketing has a positive influence as a new marketing way. This study has a worth to research and empirical implications in that, research on emotional five sense factors that positively affect customers who visit skin care shops could offer differentiated experiences to them, seeking for solution to revitalize skin care shops if it have an objective of providing with basic data for proceeding management improvement and industrial development enhancing competitiveness of skin care shops.