earticle

영어

This study had been conducted for the total of 21 days from May 6 to 27, 2013 for the 300 females from 20s to 40s residing in Seoul and Gyeonggi region who were currently experiencing medical beauty care. As a result, purchase motivation was found to be high in accordance with the special factor for each sub-factor as for active achievement striving type or relationship striving type, whereas it was found to be the lowest in the case of others consciousness striving type. In active achievement striving type, the degree of consideration was found to be high for overall hospital selection property, expertise and quality of each sub-factor, amenities and convenience while it was found to be high for amenities and convenience in the case of pleasure striving type and staff services in the case of relationship striving type. Thus, it is believed that it would be necessary to establish a marketing strategy for the consumer group of active achievement striving type since active achievement striving type appeared to have the biggest impact on purchase behavior of medical beauty care. Furthermore, it would also be required to create a variety of services to meet the psychological desires for each consumer group type.