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Kor J Aesthet Cosmetol > Volume 9(4); 2011 > Article
기능성화장품 구매성향에 따른 소비자 만족도 -미백개선제, 자외선차단제, 주름개선제-
김명희, 황춘섭
The Difference of the satisfaction level according to the Shopping Orientation of Cosmeceuticals -focusing on whitening, sun screen, anti-aging cosmetics-
Myung-Hee Kim, Choon-Sup Hwang
The purposes of this study were to analyse the factors of shopping orientation of cosmeceuticals, to classify women consumers according to their shopping orientation of cosmeceuticals, and to investigate the differences in the level of satisfaction with cosmeceuticals among the groups classified according to their shopping orientation of cosmeceuticals. The study was implemented through a descriptive survey method using a questionnaire. Subjects were 1258 women in their 20's-60's residing in Seoul and Gyeonggi-do. The data were analyzed by factor analysis, cluster analysis, ANOVA, Cronbach's α. The results of this study were as follows: 1)The shopping orientation of cosmeceuticals consisted of five factors; the impulse buying, brand loyalty, product characteristics, depending on information and planned purchase. 2)Respondents were classified into three groups according to their shopping orientation toward cosmeceuticals: the “Brand and product charateristics oriented shopper type," “resonable/enjoying shopping type," and “information oriented shopper type." 3) Significant differences were found in the level of satisfaction with whitening, sunscreen and anti-aging cosmetics according to consumer's shopping orientation toward cosmeceuticals.
Key words: shopping orientation of cosmeceuticals, satisfaction
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