Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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Influence of Value Consciousness on Purchase Behavior and Repurchase Intention for Personal Beauty Devices among Women in Self-Beauty Care

셀프 뷰티족 여성의 가치의식이 개인용 뷰티디바이스의 구매행동 및 재구매의도에 미치는 영향

  • Baek, Hyun Jin (Department of Cosmetology, Graduate School of Engineering, Konkuk University) ;
  • Lee, Jae-Nam (Department of Cosmetology, Graduate School of Engineering, Konkuk University)
  • 백현진 (건국대학교 산업대학원 향장학과) ;
  • 이재남 (건국대학교 산업대학원 향장학과)
  • Received : 2020.08.04
  • Accepted : 2020.08.26
  • Published : 2020.08.31
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Abstract

This study attempted to investigate the value consciousness of purchasing behavior and purchasing intentions of personal beauty devices for women undergoing self-behavioral therapy. To this end, a survey was conducted, and a total of 342 copies of data were analyzed. As a result, In terms of the value consciousness, purchase behavior, and repurchase intention of the individual's personal beauty device, the value consciousness was the most materialistic, and the purchase behavior was the most economical. The overall repurchase intention was M=3.73 and SD=0.80. In correlations among value consciousness, purchase behavior and repurchase intention, positive correlations were confirmed (p<0.01). In terms of the influence of value consciousness on purchase behavior (aesthetics, conformity, effectiveness), 'aesthetic-pursuit factor' was the largest. In the effects of value consciousness on the economic aspect of purchase behavior, 'materialistic factor' was the highest. Lastly, in the influence of value consciousness on reliability, 'self-esteem factor' revealed the greatest effect. Furthermore, self-esteem factors had the biggest influence on repurchase intention. The above results confirmed that value consciousness of women in self-beauty care have a positive influence on their purchase behavior and repurchase intention for personal beauty devices. It is anticipated that they would be available as important marketing data in beauty device market.

본 연구에서는 셀프 뷰티족 여성의 가치의식에 따른 개인용 뷰티디바이스 구매행동 및 재구매 의도에 미치는 영향을 알아보고자 하였다. 이를 위해 설문조사를 실시하고 총 342명의 설문지를 분석했다. 그 결과, 대상자의 개인용 뷰티디바이스의 가치의식, 구매행동, 재구매의도 정도에서 가치의식은 물질주의적이, 구매행동은 경제성이 가장 높게 나타났다. 재구매의도는 전체 M=3.73, SD=0.80로 나타났다. 가치의식, 구매행동, 재구매의도의 상관관계 분석에서는 변수들마다의 정(+)의 상관관계가 확인되었다(p<0.01). 셀프 뷰티족 여성의 가치의식이 개인용 뷰티디바이스의 구매행동(심미성, 동조성, 효과성)에는 심미추구적이, 구매행동의 경제성에는 물질주의적이, 구매행동의 신뢰성에는 자아존중적 요인이 가장 큰 영향을 미치는 변수로 확인되었다. 또한 셀프 뷰티족 여성의 가치의식의 자아존중적 요인이 개인용 뷰티디바이스의 재구매의도에 가장 큰 영향을 미치는 변수로 확인되었다. 본 연구를 통하여 셀프 뷰티족 여성의 가치의식은 소비자의 개인용 뷰티디바이스의 구매행동 및 재구매의도에 긍정적인 영향을 미치는 것을 알 수 있었으며, 뷰티디바이스 시장에 중요한 마케팅 기초 자료로써 도움이 될 수 있을 것이다.

Keywords

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