20대 여대생의 구매행동 특성에 따른 샘플화장품에 대한 태도 차이
A Differences in Consumer Attitudes According to purchasing Behavior variables on Sample of Cosmetics
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초록
본 연구는 대구‧경북 20대 여대생의 샘플화장품에 대한 구매행동 특성에 따라 만족도, 선호도, 태도, 그리고 사용 후 느낌의 차이를 알아보고자 하였다. 자료수집 방법은 총 520부의 설문지를 배포하여 그 중 응답내용이 미비한 설문지를 제외한 총 502부를 최종 분석에 사용하였으며, 자료 분석 방법으로는 T/F-검정과 일원배치 분산분석 (one-way ANOVA)을 하였고 사후검정으로는 던컨 (Duncan) 의 방법을 사용하였다. 그 결과 대구‧경북 20대 여대생의 샘플화장품에 대한 구매행동 별 샘플화장품에 대한 만족도는 구입 동기, 구입 동행인, 구입 장소, 관련 정보원에서 통계적으로 유의미한 차이를 나타났으며, 대구‧경북 20대 여대생의 샘플화장품에 대한 구매행동 별 샘플화장품에 대한 선호도, 일반적 태도, 사용 후 느낌‧태도는 최근 구매 종류 및 이용목적, 구입동기, 관련 정보원에서 통계적으로 유의미한 차이를 나타났다.
Abstract
This study wanted to find out the differences in satisfaction, preference, attitude, and usage feeling depending on the characteristics of purchase behavior of a female college student in her 20s, Daegu, North Gyeongsang Province. The data collection method distributed a total of 520 questionnaires and used a total of 502 copies for the final analysis, excluding those that did not respond. The data analysis was done with a T-test and one way ANOVA and the Duncan method was used as a post test. As a result, the satisfaction level of sample cosmetics by purchase behavior was shown in terms of purchase motivation, buyer, place of purchase, preference at the relevant sources, general attitude, and purpose of use and purpose of use. Among the 20 questions, 16 of the 20 questions showed a statistically significant difference in preference, general attitude, and post-use feeling and attitude.
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