Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effects of Skin Recognition on the Purchasing behavior and Propensity to buy Facial Cleanser

피부인식이 세안제 구매행동 및 구매성향에 미치는 영향

  • Han, Yu-Ree (Dept. of Cosmetology, Graduate School of Engineering Konkuk University) ;
  • Kim, Min-Kyoung (Dept. of Beauty Education, Graduate School of Education Konkuk University) ;
  • Li, Shun-Hua (Dept. of Education Theory of Cosmetology, Graduate School of Education, Konkuk University)
  • 한유리 (건국대학교 산업대학원 향장학과) ;
  • 김민경 (건국대학교 교육대학원 미용교육학과) ;
  • 리순화 (건국대학교 교육대학원 미용교육)
  • Received : 2018.07.23
  • Accepted : 2018.10.20
  • Published : 2018.10.28
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Abstract

The purpose of this study is how it affect them what the effect of skin recognition on the purchasing behavior and propensity to buy facial cleanser in 311 women in their 20s and 50s. This study analyzed by importance, interest, and satisfaction of skin recognition, and type of impulse buying, type of depending on brand, type of planning buying. The group with high interest in skin recognition had a long time to clean. As they got a purchasing information the group with low knowledge had the information from nearby, and the group with high knowledge got information from internet. At the view of purchasing propensity the women who are highly interested in the skin have a tendency of type of impulse buying and type of planning buying, and the women with high skin importance are less inclined to type of impulse buying. In conclusion, Skin recognition uses purchasing behavior and propensity to buy facial cleanser.

본 연구는 20-50대 여성 311명을 대상으로 피부인식이 세안제 구매행동 및 구매성향에 미치는 영향을 연구하고자 피부인식을 중요도, 관심도, 만족도로, 구매성향을 충동구매형, 브랜드의존형, 계획구매형으로 하위요인을 구성하여 설문조사를 통하여 분석하였다. 피부인식에서 관심도가 높은 그룹이 세안시간이 길었으며 피부지식도가 낮은 그룹은 구매정보를 주변으로부터, 높은 그룹은 인터넷에서 얻는 것으로 나타났다. 구매성향에서 피부관심도가 높은 여성들은 충동구매형과 계획구매형 성향이 강하고 피부중요도가 높은 여성은 충동구매형 성향이 낮은 것으로 나타났다. 결론적으로 피부 관심도, 중요도 인식이 세안제 구매행동 및 구매성향에 영향을 미치기 때문에 고객의 피부인식을 파악하여 세안제 마케팅에 적용하는 것이 필요할 것으로 사료된다.

Keywords

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