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Kor J Aesthet Cosmetol > Volume 12(4); 2014 > Article
Kor J Aesthet Cosmetol 2014;12(4): 565-573.
SNS 특성에 의한 소비자의 화장품 구매태도가 관련정보와 구매 만족도에 미치는 영향
정나래, 김영란
The Influence of Customer’s Purchasing Attitude for Cosmetic by Characteristic of SNS on Related Information and Purchase Satisfaction
Na-Rae Jung, Young-Ran Kim
ABSTRACT
The purpose of this study is to understand the influence of customer’s purchasing attitude for cosmetics by characteristic of SNS on related information and purchase satisfaction. This study classifies the characteristics of SNS into four: connectivity, accessibility, utility, and reliability. Thus, this study investigate the influence of factors perceived from the characteristics of SNS on purchasing attitude, cosmetic information, and purchase satisfaction. For this study, the date used to analyze demographical characteristics and frequency for SNS use pattern, main causes and reliability to verify the validity of subcategories for SNS’s characteristics, and regression to investigate the hypothesis with SPSS 21.0 program. The results of the survey are summarized below: There is a significant influence for cosmetic purchasing attitude by connectivity, accessibility, utility, and reliability; the purchasing attitude by the characteristics of SNS is influential in both purchase information and purchase satisfaction. Also, the purchase information is analyzed to be significantly influential in purchase satisfaction. Based on these results, companies should firstly understand the expectation and cognition of customers purchasing cosmetics and use SNS as a strategic implement; in sequence, they should provide information and trend about cosmetics and other useful contents for customers, and develop a marketing strategy to induce customer’s participation. This study is expected to help companies to establish the foundation for applying SNS to control customers for cosmetics and create profits.
Key words: Characteristics of SNS, Cosmetic Purchasing Attitude, Cosmetic Information, Satisfaction
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