| 피부미용샵 이용객의 라이프스타일이 피부미용샵 선택속성에 미치는 영향 |
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한지영 |
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| Research Paper : Impacts of Skincare Shop Users`s Lifestyle on Skincare Shop Selection Attributes |
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Ji Young Han |
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| Abstract |
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This study aims to examine how the lifestyle of skincare shop users affects skincare shop selection attributes and also how the effects differ by the types of skincare shops. For positive analysis on this research, a survey was conducted to skincare shop users. According to the analysis result, the lifestyle of skincare shop users consists of five factors: achievement orientation, rational consumption orientation, appearance orientation, impulse buying orientation, and freedom orientation. And skincare shop selection attributes have four factors: image, service, marketing, and system. Among the lifestyle factors, achievement orientation, appearance orientation, impulse buying orientation, and freedom orientation affected image. Achievement orientation, impulse buying orientation, and freedom orientation influenced service. And achievement orientation and rational consumption orientation affected marketing. By the types of skincare shops, in personal shops, achievement orientation and rational consumption orientation affected marketing. Meanwhile, in franchise shops, rational consumption orientation affected image, and achievement orientation, rational consumption orientation, and freedom orientation influenced service, and achievement orientation, rational consumption orientation, and impulse buying orientation affected marketing, and lastly, achievement orientation affected system. Also, in the shops located in hospitals, rational consumption orientation and appearance orientation influenced image while impulse buying orientation affected service. Therefore, it is needed to build marketing strategies based on this result. And in the future, it will be necessary to conduct research on how resort selection attributes differ by demographic characteristics such as income and age. |
| Key Words:
Skincare shop, Lifestyle, Selection attributes |
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