| 중.노년 여성의 생활방식에 따른 한방 화장품 구매행동과 태도 |
| 황완균, 이영애 |
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| A Study on the Oriental Cosmetics Purchasing Behavior and Attitudes According to Middle, Elderly Women's lifestyle
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| Wan-Kyun Whang, Young-ae Lee |
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| ABSTRACT |
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The purpose of this study was to identify purchasing behavior and attitudes toward oriental cosmetics according to middle, elderly women's lifestyle. Self-administered questionnaires were distributed to 330 women aged 30-70. SPSS was used for data anaylsis. The results were as follows: 1. Factors of lifestyle were service oriented, environmental consciousness, family centered, individuality consciousness, healthy life, information search. Women were clustered into information group , individual group, environmental group, service group, healthy group. 2. Most women had a bit of knowledge and experienced oriental cosmetics. Over 21% of women had intention to use oriental cosmetics. 3. Knowledge and experiences of oriental cosmetics were the most effective factors on the use intention of oriental cosmetics.
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| Key words:
Oriental Cosmetics, Cosmetics Purchasing Behavior and Attitudes, Middle, Elderly Women's lifestyle
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