네일 서비스 이용고객 특성별 소비자 유형에 따른 구매행동 차이 연구

Abstract

The propose of this study were; 1) finding the pursued benefits and each level of nail service purchasing activities when using the nail services, 2) finding the differences of each subgroup after segmentation of the survey group based on each pursued benefits of nail services, 3) and finding the differences in the nail service purchasing activities for each subgroup. This survey has been performed against the 309 women who live in Seoul and Ilsan from Oct 16th till Dec 4th of 2009. The data collected has been analysed by SPSS 16.0. First, frequency analysis has been processed to find out demographic characteristics. Second, factor analysis and reliability analysis have been processed to find out psychological nail service pursuing benefit, functional nail service pursuing benefit, and each level of the nail service purchasing activities. Principle component analysis and Varimax rotation method have been used for the factor analysis. Third, cluster analysis was processed to segmentate the survey group based on the psychological and functional nail service pursuing benefits. Fourth, frequency analysis, cross-tab analysis (χ²-test), and analysis of variance have been processed to find out the differences of nail service purchasing activities of each subgroup based on the pursuing benefit of nail services. Scheffé-test has been used for the post-hoc tests of variance analysis. As a result of this research, there has been significant differences in the 3 subgroups after segmentation of the survey group based on the pursuing benefit of nail services.