| 일부 지역 중국 여대생의 온라인 쇼핑몰에서의 화장품 쇼핑성향과 구매행동에 관한 연구 |
|
이덕일호, 강수경 |
|
|
| A Study on the Cosmetics Shopping Orientation and Purchase Behavior in Online Shopping Malls in Female College Students in Some Parts of China |
|
Yi De Ri, Soo-kyung Kang |
|
|
| Abstract |
|
This study aims to identify the subfactors of cosmetics shopping orientation and purchase behavior in online shopping malls in female college students in some parts of China and verify the correlation between the subfactors of shopping orientation and purchase behavior. It also aims to verify the difference between shopping orientation and purchase behavior depending on general characteristics. As a result, shopping orientation factors were drawn three subfactors: product comments seeking, pleasure seeking, and convenience seeking and cosmetics purchase behavior factors were drawn two subfactors: purchase search criteria and buying decision criteria. The correlation between the subfactors of shopping orientation and cosmetics purchase behavior showed a significant positive (+) correlation in all variables. In subfactors of shopping orientation depending on general characteristics, there was a significant difference in product comments seeking by grade, and in purchase amount, there was a significant difference in product comments seeking and convenience seeking. In subfactors of purchase behavior, there was a significant difference in purchase search criteria by grade, and in purchase amount, there was a significant difference in buying decision criteria only. Also, in online websites used, there was a significant difference in purchase search criteria. However, there was a limitation in generalizing the results of this study. The area of research was limited to the northern parts of China, and cosmetics purchase behavior and shopping orientation were only dealt with. Thus the analyses on the factors that might influence the cosmetics purchase were lacking. Further studies need to verify the difference in different age groups and gender and analyze the influence factors on the cosmetics purchase behavior deeply. It is also considered to be necessary to study a wide range of consumer groups in Asian regions. |
| Key Words:
Cosmetics Purchasing Behavior, Cosmetics Shopping Orientation, Online Shopping Malls |
|
PDF Links
Download Citation
