| 외모관리 기대가치와 화장추구혜택이 화장행동과 구매행동에 미치는 영향 |
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박수경 |
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| The Influence of Expected Values for Appearance Management and Cosmetic Pursue Benefits on Cosmetic Behavior and Purchasing Behavior |
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Soo Kyeong Park |
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| Abstract |
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The purpose of this study is to examine the influence of expected values for appearance management and cosmetic pursue benefits cosmetic behavior and purchasing behavior. Questionnaires and being administered to 397 cosmetics consumer. The data were analyzed by factor analysis, reliability analysis, t-test, ANOVA, frequency analysis and regression analysis using SPSS statistical program. Expected values of appearance management were categorized into pleasure value, power value and conformity value. Consumer's cosmetic pursue benefits were categorized into self-power pursue benefit, attractiveness pursue benefit, social pursue benefit. First, pleasure value and power value for expected values for appearance management had significant effects on self-power pursue benefit, attractiveness pursue benefit and social pursue benefit. The most effective significant was attractiveness pursue benefit among research model. Conformity value had significant effects on attractiveness pursue benefit, social pursue benefit, but had not significant on self-power pursue benefit. Second, There were differences in appearance management expected value and cosmetic pursuit benefits according to gender and age, Third, self-power pursue benefit and attractiveness pursue benefit had significant effects on cosmetic frequency, whearas attractiveness pursue benefit and social pursue benefit had significant effects on the extent of cosmetic behavior. This results concluded that expected values for appearance management and cosmetic pursue benefit are very important variable to understand cosmetic behavior and purchasing behavior. |
| Key Words:
Cosmetic behavior, Cosmetic pursue benefits, Expected values for appearance management, Purchasing behavior |
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