| 여성의 독특성 욕구에 따른 화장품 구매 및 정보 활용 특성에 관한 연구 |
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이승자 |
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| Research Paper : A Study of Cosmetic Purchases and Information Use Patterns by Women`s Need for Uniqueness |
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Sung Ja Rhie |
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| Abstract |
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This study aims to find out women`s cosmetic purchases and information use patterns based on their desire for uniqueness conducting a survey with a self-administered questionnaire. For this, a total of 469 women aged 40 or under living in Seoul, Gyeonggi-do and Gangwon-do were analyzed for 46 days from September 1 to October 15, 2014. In terms of statistical analysis, frequency analysis, t-test and factor analysis were used. The study results found the following. According to factor analysis for the classification of women`s need for uniqueness, the following three factors were observed: creative choice, unpopular choice, and avoidance of similarity. The result also shows that in the respect of cosmetic purchase patterns, purchase frequency, purchase cost, and places are significantly different. In terms of the use of cosmetics purchase information, as the need for uniqueness was weak, dependence on acquaintances`` experience was high. As the need for uniqueness was strong, on the contrary, experts` opinions or users` own experiences were more influential. In conclusion, it is expected that the study results will be used as basic data in developing new cosmetics and planning marketing strategy. |
| Key Words:
Need for uniqueness, Cosmetics purchase, Information use, Makeup behavior |
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