원문정보
The Influence of Customer’s Purchasing Attitude for Cosmetic by Characteristic of SNS on Related Information and Purchase Satisfaction
초록
영어
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.
목차
Ⅰ. 서론
Ⅱ. 연구방법
1. 연구대상 및 기간
2. 연구방법 및 측정도구
Ⅲ. 연구결과 및 고찰
1. 인구통계학적 특성
2. 응답자의 SNS 이용형태
3. SNS특성 요인분석
4. SNS의 특성 하위요인 분석
5. 구매태도가 구매 관련정보에 미치는 영향
6. 구매태도가 화장품 구매 만족도에 미치는 영향
7. 구매 관련정보가 만족도에 미치는 영향
Ⅳ. 결론
참고문헌