Journal of the Korean Society of Cosmetology 2015;21(2):280-287.
Published online April 30, 2015.
헤어스타일 행동과 TV홈쇼핑 헤어제품 구매행동 및 소비자 만족도의 영향관계
박종옥, 박은준
Research Paper : HairStyle behavior TV Home Shopping Hair Products Purchasing Behavior and Effect Relationship of Customer Satisfaction
Jong Ok Park, Eun Jun Park
Abstract
This study aims to examine the influence relationship behaviors and TV home hair products hairstyle buying behavior and customer satisfaction. While living in Seoul and the metropolitan area was set up to target consumers who ever purchased a TV home hair products. District data collected through the survey section 209 was analyzed by SPSS 20.0. Results are as follows. First, the main reason of this out using the characteristics of the TV home shopping TV shopping results using a convenience, and the place is mostly used at home, watching time is 9:00 to 12:00, the average daily viewing time is 1 hour 2 hours between the preferred promotion Sympathy for the Devil is the highest. Second, hairstyle behavior, TV home shopping hair product purchase behavior, you know the results of five kinds of behavior factors haircut levels of satisfaction, TV home shopping hair product purchase behavior are five factors were derived. Customer satisfaction is the average of the five items were used. Third, hairstyles hair product purchase behavior and TV home shopping behavior and know the result partly of the Influence of customer satisfaction were significant influence. It is needed to build a marketing strategy for the promotion of TV home hair products that it can vary depending on the satisfaction of buying behavior and consumer behavior haircut, hairstyle, if approached by considering the behavior and purchasing behavior of consumers, establishing a revolutionary strategy the food that we could do. Also hope to establish a development and revenue growth of hair products in the beauty industry through a study aimed at hair products can help consumers.
Key Words: Hairstyle behavior, Home shopping, Hair products, Purchasing behavior, Customer satisfaction


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