| 웰빙 사회의 소비자 가치지향, 지각된 가치, 브랜드 선호도가 친환경 화장품 구매의도에 미치는 영향 |
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김효진, 이혜주 |
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| Research Paper : The Effect of the Well-being Consumer Value Orientations, the Perceived Value and Brand Preference on Purchase Intention of the Environment-friendly Cosmetic |
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Hyo Jin Kim, Hae Zoo Lee |
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| Abstract |
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The purpose of this study is to understand how environment-friendly cosmetic is perceived and measured by the customer in well-being lifestyle. This study examines the relationships between well-being consumer value orientation, perceived value, brand preference, purchase intention. The improbability sampling method was used on aged from 20s to 40s, and the survey was performed over a one month period. A total of 266 were valid and analyzed for this study. The empirical result were summarized as follows. First, all the well-being consumer value orientations showed positive correlation with the perceived value of environment-friendly cosmetic. Second, all the well-being consumer value orientations showed positive correlation with the brand preference of environment-friendly cosmetic. Third, all the well-being consumer value orientations showed positive correlation with the purchase intention. of environment-friendly cosmetic. Fourth, the brand preference of environment-friendly cosmetic is influenced by brand preference. Finally, the perceived value and the brand preference are influenced by the purchase intention positively |
| Key Words:
Well-being consumer value orientations, Perceived value, Brand preference, Purchase intention, 웰빙 소비가치지향, 지각된 가치, 브랜드 선호도 |
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