| 미의식과 화장품 구매평가기준이 화장품 쇼핑성향에 미치는 영향 -한국, 중국 여대생을 중심으로- |
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이상영, 이영숙 |
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| Research Paper : Effects of Aesthetic Sense and Cosmetics Evaluative Criteria on Cosmetics Shopping Orientation -Centering around Korean and Chinese Female College Students- |
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Sang-young Lee, Young- Sook Lee |
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| Abstract |
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Aesthetic sense diversely appears in all different cultural traditions around the world. Due to the effects of betterment of the standard of living and interest in aesthetic sense, cosmetics evaluative criteria and cosmetics shopping orientation has also been changing. Based on these environments, this study conducted a survey of Korean and Chinese female college students to find out how aesthetic sense and cosmetics evaluative criteria affect cosmetics shopping orientation. With 227 questionnaires, we have conducted the statistic exploratory factor analysis. The method of principal component analysis were used for factor extraction, and the varimax formula were applied to factor rotation, which is one of the cross rotation methods. The results of our analysis show that after examining the relation of aesthetic sense with cosmetics evaluative criteria, external beauty factors affect the aesthetic impression of Korean female college students. The more Chinese female college students pursue social beauty, the less they regard practicality as important, revealing the negative(-) relation these two factors, whereas internal and external beauty factors affect practicality. After examining the relation of aesthetic sense with cosmetics shopping orientation, our findings reveal that the more Korean female college students pursue aesthetic sense, the less they regard compulsive shopping orientation as important, again showing the negative(-) relation of the two factors. In the case of Chinese college students, internal beauty affects hedonic shopping, social external beauty, shopping orientation of famous products, and social beauty, brand-loyal shopping orientation, respectively. |
| Key Words:
Aesthetic, Cosmetics evaluative criteria, Shopping orientation |
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