맞춤형 화장품에 대한 인지적 평가와 감성적 평가가 구매행동에 미치는 영향
The Effects of Cognitive Evaluation and Emotional Evaluation of Customized Cosmetics on Purchase Behavior
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Studies on establishment of new system for customized cosmetics currently are in its nascent stage. Therefore, the present study is intended to help marketing of cosmetics products which are being exported overseas due to the domestic and K-Beauty influences, and seek measures against the perception of customized cosmetics by looking into the effects of cosmetics perception on cognitive evaluation, emotional evaluation and purchase behavior of customized cosmetics. The research methodology adopted is as follows. A survey was conducted among 500 women living in Chungcheong area for 17 days. A total of 462 questionnaires were used for final analysis. The SPSS (Statistical Package for Social Science) v. 21.0 was used to analyze the collected data through the process of data coding and data cleaning. Consumers’ various behavioral patterns toward the effects of cosmetics perception level on cognitive evaluation, emotional evaluation and purchase behavior of customized cosmetics could be understood from the analysis of the results. It is expected that by understanding and analyzing more clearly the consumers’ needs for customized cosmetics in this ever growing cosmetics market, it will be possible to revitalize the customized cosmetics market.
Abstract
Studies on establishment of new system for customized cosmetics currently are in its nascent stage. Therefore, the present study is intended to help marketing of cosmetics products which are being exported overseas due to the domestic and K-Beauty influences, and seek measures against the perception of customized cosmetics by looking into the effects of cosmetics perception on cognitive evaluation, emotional evaluation and purchase behavior of customized cosmetics. The research methodology adopted is as follows. A survey was conducted among 500 women living in Chungcheong area for 17 days. A total of 462 questionnaires were used for final analysis. The SPSS (Statistical Package for Social Science) v. 21.0 was used to analyze the collected data through the process of data coding and data cleaning. Consumers’ various behavioral patterns toward the effects of cosmetics perception level on cognitive evaluation, emotional evaluation and purchase behavior of customized cosmetics could be understood from the analysis of the results. It is expected that by understanding and analyzing more clearly the consumers’ needs for customized cosmetics in this ever growing cosmetics market, it will be possible to revitalize the customized cosmetics market.
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