메디컬뷰티 소비자 집단의 가치관 유형에 따른 구매동기와 병원선택유형


Purchase Motivation and Hospital Selection Type of Medical Beauty Consumer Group in Accordance with Their Typology of Sense of Value

전남진, 최영재, 주명원, 장미혜, 이인희

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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.


  1. 연구대상 및 기간
  2. 연구도구
  3. 자료처리 및 분석
 결과 및 고찰
  1. 일반적 특성
  2. 가치관, 구매동기, 병원선택속성의 요인분석
  3. 가치관 유형에 따른 소비자 집단의 군집분석
  4. 가치관 유형에 따른 구매행동


  • 전남진 Jeon, Nam-Jin. 서경대학교 미용예술대학원 미용예술학과
  • 최영재 Choi, Young-Jae. 서경대학교 대학원 미용예술학과
  • 주명원 Joo, Myung-Won. 서경대학교 대학원 미용예술학과
  • 장미혜 Jang, Mi Hye. 국제대학교 보건관리과
  • 이인희 Lee, In-Hee. 서경대학교 미용예술학과


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