The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Effects of Evaluation Criteria for Natural Cosmetics on Purchase and Word-of-mouth Intentions according to the LOHAS Class

로하스 계층에 따른 천연화장품의 평가기준이 구매의도 및 구전의도에 미치는 영향

  • Received : 2015.02.06
  • Accepted : 2015.02.14
  • Published : 2015.02.27
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Abstract

This study examines the effects of evaluation criteria for natural cosmetics on purchase and word-of-mouth intentions according to the LOHAS class. A survey was conducted from Feb. 2 to 17, 2013 and a total of 410 responses were analyzed using SPSS 18.0. The results of this study are described below. First, evaluation criteria for natural cosmetics had four dimensions - practical, aesthetic, promotional, and social criteria. Second, for the upper LOHAS class, all four dimensions of evaluation criteria for natural cosmetics were important relative to the middle and lower classes. Third, for the upper and middle LOHAS classes, purchase intentions were influenced by practical criteria. However, evaluation criteria had no effect for the lower LOHAS class. Fourth, the upper LOHAS class considered practical criteria, the middle LOHAS class considered practical and social criteria, and the lower LOHAS class considered aesthetic criteria, As a result, word-of-mouth intentions were influenced by evaluation criteria for natural cosmetics.

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  1. 붉나무 열매 추출물의 항균효능 평가에 관한 연구 vol.37, pp.1, 2015, https://doi.org/10.12925/jkocs.2020.37.1.145