Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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A Study on the Influence of Social Risk Perception due to COVID-19 on Cosmetic Purchase Behavior of University Students

코로나19로 인한 사회적 위험지각이 대학생들의 화장품구매 행동에 미치는 영향연구

  • 조혜연 (경기대학교 한류문화대학원 K-뷰티학과)
  • Received : 2023.07.25
  • Accepted : 2023.08.24
  • Published : 2023.08.31
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Abstract

This study conducted an empirical analysis through a survey to analyze the effect of social risk perception caused by COVID-19 on college students' cosmetics purchase behavior. Factors were extracted through factor analysis, and Pearson's correlation analysis and multiple regression analysis were used to analyze the correlation of each factor and the impact of variables. To this end, a statistical analysis was conducted using 320 copies of the questionnaire as a sample. Studies have shown that the higher the fear of COVID-19, the higher the fear of infection, changes in life, and awareness of the economic crisis, and the higher the tendency to buy ostentatiously, habitually, and reasonably. The more changes in life, the higher the awareness of the economic crisis, and the higher the trademark habitual purchase and rational purchase behavior. Fear of infection has been shown to affect trademark habitual purchases, and fear of infection and changes in life have been shown to have a significant impact on rational purchase behavior.

본 연구는 코로나19로 인한 사회적 위험지각이 대학생들의 화장품구매 행동에 미치는 영향을 분석하기 위하여 설문을 통한 실증분석을 시행하였다. 요인분석(Factor analysis)을 통하여 요인을 추출하고 피어슨의 상관관계 분석(Pearson's correlation analysis)과 다중회귀분석(Multiple linear regression analysis)을 이용하여 요인별 상관관계와 변수가 미치는 영향을 분석하였다. 이를 위하여 설문지 320부를 표본으로 하여 통계분석을 하였다. 연구 결과 코로나19에 대한 두려움이 높을수록 감염의 두려움, 생활의 변화, 경제위기에 대한 인식이 높아지는 것으로 나타났으며, 과시적 구매, 상표 습관적 구매, 합리적 구매성향이 높아지는 것으로 나타났다. 생활의 변화가 많을수록 경제적 위기에 대한 인식이 높으며, 상표 습관적 구매, 합리적 구매 행동이 높아졌다. 감염의 두려움은 상표 습관적 구매에 영향을 미치는 것으로 나타났고, 감염의 두려움과 생활의 변화는 합리적 구매 행동에 영향을 유의미한 영향을 미치는 것으로 나타났다.

Keywords

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