Earticle

초록

영어

This study is a descriptive survey designed to investigate types of lifestyles against regular customers through their cosmetics-purchasing experience and examine their influence on purchase satisfaction and recommendation intention. For this, a mobile questionnaire survey was performed against 250 customers in Jeolla-do and Gyeongsang-do. A total of 243 copies were collected and analyzed using SPSS 21.0, and the results found the followings: In terms of factors having an influence on purchase satisfaction, ‘planned buying (=.433, p<.001)’ and ‘fashion buying (=.194, p=.001)’ were statistically significant with 22.6% explanatory power. Regarding factors affecting recommendation intention, they were not all statistically significant in ‘type of lifestyle’ while purchase satisfaction (=.627, p=.001) showed a statistical significance with 37.9% explanatory power. In cosmetics selling, therefore, it is required to promote marketing to increase purchase satisfaction by a lifestyle type, which could, in turn, enhance recommendation intention.

중국어

本研究作为阐述性调查研究，旨在通过普通消费者的化妆品购买体验，了解生活方式类型, 并确认对购买满意度和推荐意向产生的影响。为此，本研究以居住在全罗道和庆尚道的250名居民为对象进行了问卷调查。利用SPSS.21软件对243份有效问卷进行统计分析，得出如下研究结论。首先，对购买满意度产生影响的因素有计划购买型(=.433、p<.001)和流行追求型(= .194、p=.001)，这一分析解释力度为22.6%。其次，关于推荐意向影响因素，生活方式类型虽然没有产生影响，但购买满意度(=.627, p=.001)是对推荐意向产生影响的因素，这一分析解释力度为 37.9%。鉴于此，销售化妆品时，应该制定在不同生活方式类型中提高购买满意度的营销战略，同时还应该制定随着购买满意度的提升引发强烈推荐意向的相关战略。

목차

Abstract
I. 서론
II. 연구방법
1. 연구설계
2. 연구대상 및 연구방법
3. 연구도구
4. 자료분석 방법
III. 연구 결과
1. 연구대상자의 일반적 특성 및 구매형태
2. 라이프스타일 유형, 구매만족도, 추천의도의 차원
3. 라이프스타일 유형, 구매만족도, 추천의도 정도 및 신뢰도
4. 라이프스타일 유형, 구매만독도, 추천의도의 상관관계
5. 구매만족도와 추천의도에 미치는 영향
IV. 고찰
V. 결론
참고문헌
中文摘要

키워드

저자

• 이계영 [ Lee Gye Young | 순천제일대학교 토탈뷰티미용과 교수 ]
• 하명희 [ Ha Myung Hee | 진주보건대학교 피부미용과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646