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대학생들의 두피·모발관리태도에 따른 제품 구매행동에 관한 연구

원문정보

Product Purchase Behavior by Hair and Scalp Care Attitude in College Students

김지현, 함미영

피인용수 : 0(자료제공 : 네이버학술정보)

초록

영어

This study investigated hair and scalp conditions and care attitudes among college students, examine product purchase behavior and provide basic data needed to promote the hair and scalp care industry and develop related products. For this, a questionnaire survey regarding subjects’ general characteristics, self-diagnosis of hair and scalp conditions, hair and scalp care attitude and product purchase behavior was performed among a total of 210 college students in Incheon from October 20 to November 20, 2019, and the results found the following: In terms of hair and scalp care attitude by gender, a statistically significant difference was found (p<.01) in ‘shampooing frequency (p<.001)’, ‘time of shampooing (p<.001)’, ‘time taken for shampooing (p<.001)’, ‘use of hair conditioner (Y/N) (p<.001)’, ‘store from which the hair and scalp care product is purchased (p<.001)’ and ‘a required product (p<.001)’. When differences in purchase behavior by gender were compared, a statistically significant difference was observed (p<.05) with 2.86±0.72 (college men) and 3.05±0.54 (college women). Quality factors have also shown a significant difference with 90±0.60 (college men) and 3.20±0.59 (college women).

중국어

本文对男女大学生的头皮·头发状态以及头皮·头发管理态度进行了调查,并在调查基础上了解其 产品购买行为,旨在为头皮·头发产业以及产品开发提供必要的基础资料。在2019年10月20日~11月 20日期间,面向在仁川地区所在大学学习的210名男女在校大学生进行了以一般特性、对头皮·头发状 态的自我诊断、头皮·头发管理态度、头皮·头发产品购买行动为主要内容问卷调查。根据不同性别, 对头皮·头发管理态度进行的比较结果显示,男同学几乎很少使用护发素,相反很多女同学每天都会使 用护发素。另外,在购买头皮·头发管理产品方面,男同学一般在大型超市购买,多数女同学则在网上购 物商城和美发店或专卖店购买相关产品。在认为有必要购买的产品方面,男同学认为头皮清洁剂和头 皮面膜是必要产品,女同学则认为护发素是必要产品。在根据头皮·头发状态划分的良好群组和不良群 组中,良好群组普遍使用普通洗发露,相反不良组群组则使用防脱发洗发露的比例较高。另外,良好群组 基本不使用改善头皮·脱发产品,但不良群组使用防脱发洗发露的比例较高。经分析,在头皮·头发管 理产品购买行为方面,考虑品质(功效)选择产品的比例最高,其中获取相关信息最多的渠道为互联网,而 在价格方面则通过比较不同品牌进行购买。对于头皮·头发管理产品购买行为,从性别角度进行的比较 结果显示,女同学在品味(p<.05)和品质(效果)(p<.01)选择上都高于男性。对于头皮·头发管理产品购 买行为,从不同头皮·头发状态的对比群组进行比较的结果显示,相比良好群组,不良群组受购买行为相 关因素中广告因素影响更高(p<.001)。

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
1. 연구문제
2. 연구대상 및 기간
3. 설문지 구성
4. 자료분석방법
Ⅲ. 연구결과 및 고찰
1. 연구대상자의 일반적 특성
2. 두피·모발상태에 대한 자가진단
3. 성별에 따른 두피·모발 상태 비교
4. 성별에 따른 두피·모발관리 태도 비교
5. 두피·모발상태에 따른 관리태도 비교
6. 성별에 따른 두피·모발제품 구매행동 비교
7. 두피·모발상태에 따른 두피·모발제품구매행동 비교
Ⅴ. 결론
참고문헌
中文摘要

저자정보

  • 김지현 Ji Hyun Kim. 인천재능대학교 뷰티케어과 시간강사
  • 함미영 Mi Young Ham. 인천재능대학교 뷰티케어과 부교수

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