여대생의 화장동기가 화장품 구매성향과구매행동에 미치는 영향

Abstract

This study is aimed to investigate the effects of makeup motives on cosmetics purchasing tendency and purchasing behavior in college women. For this, a total of 328 college women in Seoul and Gyeonggi-do were examined. The study results found the following: In terms of the influence of makeup motives on purchasing tendency, ‘ability’ was the highest, followed by ‘change’ in economic orientation with statistical significance. In personal purchase, ‘change’ and ‘interpersonal etiquette’ revealed a relative contribution. In impulsive purchase, ‘change’ was the highest, followed by ‘ability’ in terms of relative contribution. Regarding multiple regression analysis on the influence of makeup motives on purchasing behavior in college women, ‘value expression’ was the highest, followed by ‘ability’ and ‘interpersonal courtesy’ in terms of relative contribution according to analysis on the influence of makeup motives on an ostentatious type. In terms of the effects of makeup motives on brand preference, ‘value expression’ was the highest, followed by ‘interpersonal courtesy’ with statistical significance. Regarding multiple regression analysis on the influence of purchasing tendency on purchasing behavior, ‘impulsive purchase’ was the highest, followed by ‘economic orientation’ and ‘personal purchase’ in terms of relative contribution in the influence of purchasing tendency on an ostentatious type. According to analysis on the influence of purchasing tendency on brand preference, ‘impulsive purchase’ was the highest, followed by ‘personal purchase’ and ‘economic orientation’ in terms of relative contribution.