earticle

영어

This study is a descriptive survey designed to investigate types of lifestyles against regular customers through their cosmetics-purchasing experience and examine their influence on purchase satisfaction and recommendation intention. For this, a mobile questionnaire survey was performed against 250 customers in Jeolla-do and Gyeongsang-do. A total of 243 copies were collected and analyzed using SPSS 21.0, and the results found the followings: In terms of factors having an influence on purchase satisfaction, ‘planned buying (=.433, p<.001)’ and ‘fashion buying (=.194, p=.001)’ were statistically significant with 22.6% explanatory power. Regarding factors affecting recommendation intention, they were not all statistically significant in ‘type of lifestyle’ while purchase satisfaction (=.627, p=.001) showed a statistical significance with 37.9% explanatory power. In cosmetics selling, therefore, it is required to promote marketing to increase purchase satisfaction by a lifestyle type, which could, in turn, enhance recommendation intention.

중국어

本研究作为阐述性调查研究，旨在通过普通消费者的化妆品购买体验，了解生活方式类型, 并确认对购买满意度和推荐意向产生的影响。为此，本研究以居住在全罗道和庆尚道的250名居民为对象进行了问卷调查。利用SPSS.21软件对243份有效问卷进行统计分析，得出如下研究结论。首先，对购买满意度产生影响的因素有计划购买型(=.433、p<.001)和流行追求型(= .194、p=.001)，这一分析解释力度为22.6%。其次，关于推荐意向影响因素，生活方式类型虽然没有产生影响，但购买满意度(=.627, p=.001)是对推荐意向产生影响的因素，这一分析解释力度为 37.9%。鉴于此，销售化妆品时，应该制定在不同生活方式类型中提高购买满意度的营销战略，同时还应该制定随着购买满意度的提升引发强烈推荐意向的相关战略。