원문정보
Cosmetic Buying Behavior According to College Women's Shopping Orientation
초록
영어
The purpose of this study is to clasify college women's cosmetimpulse buying, planned buying, fashion leadership, and self-confidence. Obtained data were analyzed one-way ANOVA, Scheff's multiple range, and K-means for comparison on impulse buying, planned buying, fashion leadership, and self-confidence by college women’s cosmetic shopping orientation type. For the study, a questionnaire survey was conduced of 361 women in the Kyoungnam region. The results of this research can be sumarized as folows.; Shoping orientation was clasified hedonic, rence to hedonic and economic shopping, they were classified into four type, low-involvement shopping type, economic shopping type, hedonic shopping type, high-involvement shoping type. The high-involvement shopping type specialy the hedonic shopping type were more impulse buying orientated. The high-involvement shopping type showed the tendencies to the fashion opinion leadership and self-confidence. But low-involvement shopping type showed quite posed to contribute to buying behavior.
목차
I. 서론
II. 이론적 배경
1. 쇼핑성향
2. 충동구매행동
3. 유행섣도력과 자신감
III. 연구방법
1. 연구문제
2. 측정도구
3. 조사대상 및 자료수집
4. 자료분석
IV. 결과 및 논의
1. 화장품쇼핑성향의 요인과 유형화
2. 집단별 충동구매 유형과 계획구매의 비교
3. 집단별 유행선도력과 자신감의 비교
V. 결론
참고문헌