| 10~40대 셀프 뷰티 동영상 여성시청자의 외모관리 기대가치에 따른 화장품 구매행동의 차이 |
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이지용, 김용선 |
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| Research Paper : Differences on the Cosmetic Purchasing Behavior According to the Appearance Management of Female Audiences in their 10~40s for Self-beauty Videos |
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Jiyong Lee, Yongsun Kim |
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| Abstract |
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The purpose of this study is to examine the characteristics of female audiences in their 10~40s who are viewing self-beauty videos and to examine the expected values of purchasing behavior and appearance management. In order to assist the marketing of cosmetic market, a frequency analysis, reliability test, t-test and the one-way ANOVA was conducted using a SPSSWIN 18.0 program targeting 247 people suitable for this study through a professional Internet survey company. As a result, significant difference in selfsatisfaction factor of appearance management according to the categorized age and marital status and in the viewing characteristics, a detailed viewing numbers were significant. In addition, the product purchasing factor was significant after viewing the video. Although the purchasing behavior was not significant, the difference between each purchasing price and purchasing reason was significant in the detailed exercise of power factor and the tuning factor. For non-purchaser, although the difference according to the future purchasing intentions was significant, the difference according to the reasons of non-purchase was not significant. This study was able to identify the expected value of appearance management according to purchasing behavior after viewing and the characteristics of viewers. |
| Key Words:
Self-beauty videos, Purchasing behavior for cosmetics, Expected value of appearance management |
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