Journal of the Korean Society of Cosmetology 2017;23(1):65-72.
Published online February 28, 2017.
비합리적 소비성향이 피부관리실 선택에 미치는 영향
최재민, 정연자
The Impact of Unreasonable Propensity to Consume on the Choice Behavior of Skin Care Salon
Jae-min Choi, Yeon-ja Jung
Abstract
This study has the objective of finding out whether the consumers have unreasonable consumption behavior patterns(Veblen effect and Bandwagon effect) in determining their skin care salon. Two hypotheses were set for the achievement of the research purpose. Hypothesis 1. Veblen effect will affect the skin care choices. Hypothesis 2. Bandwagon effect will affect the skin care choices. For analysis, frequency analysis, factor analysis, reliability analysis and regression analysis were performed by utilizing SPSS ver.19.0. It was verified that the behavior of unreasonable consumption greatly affects the patterns in the use of skin care salons. It appeared that the research hypotheses of `Veblen effect will affect the skin care choices.` and `Bandwagon effect will affect the skin care choices` could be partly adopted. The results of the study show that most of the users choose the skin care services with their friends, acquaintances or people they interact with, and therefore, it was difficult to say that they use the services based on their own intention or needs. Therefore, consumers are required to make efforts to perform more objective and reasonable decision.
Key Words: Bandwagon effect, Consumer choice, Skin care, Unreasonable consumption, Veblen effect


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