| 소비자의 심리적,기능적 추구혜택에 따른 네일 서비스 구매행동 |
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안혜민, 오인영 |
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| Research Paper : Purchasing Behavior of Nail Services` Customers -an Analysis of Psychological and Functional Benefits Sought Outcomes |
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Hye Min Ahn, In Young Oh |
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| Abstract |
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The purpose of this study were: 1) To study the level of psychological, functional benefits sought; 2) To study the level of purchasing behavior of nail services` customers; 3) To study if the psychological, functional benefits sought affect the purchasing behavior of nail services` customers, 4) To study the difference in purchasing behavior of nail services` customers by locations. For this study, the research data were collected from 320 subjects (women between 20 to 40 years old who resided in South or North Seoul, or Gyeonggi Province from 21st September to 4th December, 2009. SPSS 16.0 was used to analyze the data. Firstly, frequency analysis of demographics was performed. Secondly, determinations and reliability analysis (Cronbach`s Alpha) were used to identify each level of psychological benefits sought, functional benefits sought and purchasing behavior of nail services` customers. Component analysis and Varimax rotation were selected and used to back up the determination analysis. Thirdly, Multiple Regression Analysis was used to research effects of psychological, functional nail benefits sought on purchasing behavior of nail services` customers. Independent variables were input stage by stage. Lastly, frequency analysis, cross tabulation analysis (x2-test), and analysis of variance (ANOVA) were used to study differences of purchasing behavior by location. Scheffe-test was used for verification of the analysis of variance. |
| Key Words:
Benefits Sought, Nail Services` Customers, Purchasing Behavior |
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