20대 여성의 화장품 구매행동에 관한 연구 (2) :화장품 소비가치를 중심으로

Abstract

This study aimed to classify respondents based on cosmetic consumption values, and to investigate the differences in their cosmetic purchasing behavior.their reasons for using cosmetics, the degree to which they use information sources, their product selection criteria, place of purchase, purchase reason, purchase propensity, purchase frequency, purchase quantity, and purchase satisfaction. We collected data from 308 women between the ages 20 and 29 through an Internet survey administered between the 5<SUP>th</SUP> and 10<SUP>th</SUP> of December 2016, and analyzed it using descriptive statistics, factor analyses, cluster analysis, analyses of variance, and chi-square tests. We classified the respondents into four clusters (an emotional consumer group, a rational consumer group, an ostentatious/fashion-oriented consumer group, and a functional consumer group) with cluster analysis using four dimensions of cosmetic consumption value (hedonic value, ostentatious value, functional value, and fashion-pursuing value). The results of the analyses of variance and chi-square tests revealed significant differences in reasons for using cosmetics, degree of information source use, product selection criteria, place of purchase, purchase reason, purchase frequency, purchase quantity, and purchase satisfaction among groups classified based on cosmetic consumption value. However, we found no significant difference in purchase propensity between the four clusters. The findings of this study will contribute to showing that cosmetic consumption value can be used to segment the cosmetic market and to establishing cosmetic marketing strategies for different groups of cosmetic consumption values.