Research Paper : A Study on the Consumer`s Purchase Motivation and Attributes to Evaluate in Skin Care Related to the Level of Appearance Involvement

Oh, Soo Yeon; Jeon, Ji Hyun; Rhee, Young Sun

Journal of the Korean Society of Cosmetology 2013;19(5):850-857.
Published online October 31, 2013.

외모관여수준에 따른 피부관리 구매동기와 상품평가속성 차이 연구

오수연, 전지현, 이영선

Research Paper : A Study on the Consumer`s Purchase Motivation and Attributes to Evaluate in Skin Care Related to the Level of Appearance Involvement

Soo Yeon Oh, Ji Hyun Jeon, Young Sun Rhee

Abstract

With adding interest in the appearance, people have invested time and effort to make their appearance better. From recent advances in digital technology, people are interested in skin condition and care. Therefore, this study was to examine the appearance involvement and consumer purchasing behaviors(purchase motivation and attributes to evaluate) by involvement degrees. In order to achieve the goals, survey was performed for randomly selected 620 customers lived in Pusasn, Ulsan, Kyungnam, and Daejeon. These surveys were analyzed as with SPSS-WIN 19.0. and performed as frequency, factor, reliability, cluster, and ANOVA. The results were as follows. First, in measuring the level of involvement, respondents were divided to two groups according to means. Seconds, there were significant differences by the level of involvement in the purchase motivation. Thirds, there were significant differences by the level of involvement in the attributes to evaluate. In conclusion, the results of this study are to expect to be utilized as fundamental resource which plan differentiated marketing strategy for customers using skin care services.

Key Words: Appearance involvement, Purchase motivation, Attributes to evaluate, Skin care