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뷰티관심도가 마스크팩 사용만족도 및 재구매 의도에 미치는 영향

The effect of beauty interest on mask pack satisfaction and repurchase intention

  • 김정민 (서경대학교 미용예술대학원 미용예술학과) ;
  • 김은숙 (서경대학교 미용예술대학)
  • Kim, Jung-Min (About sku Beauty arts, Graduate School of Seo Kyeong University) ;
  • Kim, Eun-Sook (Beauty Art, Professor School of Seo Kyeong University)
  • 투고 : 2019.07.20
  • 심사 : 2019.08.20
  • 발행 : 2019.08.28

초록

본 연구의 목적은 뷰티관심도가 마스크팩 사용 만족도 및 재구매에 미치는 영향을 분석하는 것에 있다. 본 연구는 마스크팩을 사용해본 소비자를 대상으로 설문지 305부의 자료를 SPSS. v21 통계 패키지 프로그램을 활용하여 분석하였다. 분석결과 뷰티 관심도 하위요인은 마스크팩 사용만족도 하위요인에 통계적으로 유의미한 정(+)의 영향을 미치는 것으로 나타났고, 마스크팩 사용만족도 하위요인은 재구매 의도에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 결과 소비자의 뷰티 관심도가 높을수록 마스크팩 사용만족도가 중요하며 그에 따라 재구매 의도가 높아지는 것으로 나타남을 알 수 있었다. 본 연구를 통해 향후 마스크팩 판매기업이 소비자들의 니즈를 파악하고 마케팅 요소로 활용한다면 성공적인 마케팅 효과를 기대할 수 있을 것이다.

키워드

뷰티관심도;마스크팩;사용만족도;재구매 의도;마케팅

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