액티브시니어 소비성향이 실버화장품 추구혜택 및 구매행동에 미치는 영향

Abstract

This study attempted to investigate the influence of consumption propensity on silver cosmetics-seeking benefits and purchasing behavior against active seniors (age 55-75) in Daegu. The collected data were analyzed by frequency analysis, factor analysis and multiple regression analysis, and the results found the followings: According to analysis of the effects of consumption propensity on benefits (brand-seeking orientation) sought for silver cosmetics, all consumption propensities but ‘economical pursuit type’ revealed a statistically positive influence on ‘brand-seeking orientation’. In addition, ‘economical pursuit type’ ‘planned purchase’ and ‘impulse buying’ showed a statistically positive effect on ‘economic efficiency-seeking orientation’. Furthermore, ‘trend-seeking’, ‘function-seeking’ and ‘impulse buying’ types revealed a statistically positive influence on ‘rarity-seeking orientation’. Moreover, ‘function-seeking’ and ‘trend-seeking’ had a statistically positive effect on ‘product efficacy-seeking orientation’. In the influence of consumption propensities on silver cosmetics purchase behavior and satisfaction, ‘trend-seeking’ and ‘function-seeking’ types showed a statistically positive effect. The above results confirm that active seniors’ consumption propensities have a significant effect on silver cosmetics-seeking benefits, purchasing behavior and satisfaction.