earticle

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.