디지털융복합연구 (Journal of Digital Convergence)

  • 제19권1호
  • /
  • Pages.411-420
  • /
  • 2021
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

뷰티전공 대학생의 쇼핑 성향이 뷰티 콘텐츠 만족도와 구매 행동에 미치는 영향

The Effects of Shopping Orientation of Students Majoring in Beauty On Satisfaction In Beauty Contents and Purchasing Behavior

  • 모정희 (송원대학교 뷰티예술학과)
  • 투고 : 2020.10.18
  • 심사 : 2021.01.20
  • 발행 : 2021.01.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 뷰티 전공 대학생의 쇼핑 성향이 뷰티 콘텐츠 만족도와 구매 행동에 미치는 영향을 검증하였다. 연구대상은 광주, 전남지역 대학생을 대상으로 2019년 9월에 설문조사를 실시하였고, SPSS 21.0을 이용하여 빈도분석, 탐색적 요인분석과 신뢰도 검정, 상관관계 분석, 선형회귀 분석을 실시하였다. 쇼핑 성향이 뷰티 콘텐츠 만족도에 미치는 영향을 검증한 결과는 첫째, 유행추구성향, 편의추구성향, 쾌락추구성향이 뷰티 콘텐츠 만족도에 유의한 영향이 나타났다. 둘째, 쇼핑성향이 구매 행동에 미치는 영향을 검증한 결과 쾌락추구 성향, 유행추구 성향 상표추구 성향 편의추구 성향, 가격추구 성향이 구매 행동에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 뷰티 콘텐츠의 만족도가 구매 행동에 미치는 영향을 검증한 결과 뷰티 콘텐츠 만족도가 높을수록 구매 행동도 높게 나타났다. 이에 뷰티 전공자들의 구매성향이 콘텐츠 만족과 구매 행동의 인과관계의 틀을 밝혀 마케팅전략을 세우는 기초자료를 제공하고자 한다.

This study investigated the effect of shopping orientation of college students majoring in beauty on satisfaction in beauty contents and purchasing behavior. For the study, a survey was made and with the use of Spss 21.0, a frequency analysis, an exploring factor test, a reliability test, a correlation analysis, and a linear regression analysis were conducted. The results of the investigation are presented: First, trend-pursuing, convenience-pursuing and pleasure-pursuing orientation had significant effects on satisfaction in beauty contents. Second, in respect to the effects shopping orientation had on purchasing behavior, pleasure-pursuing, trend-pursuing, brand-pursuing, convenience-pursuing and price-pursuing orientation had a positive effect on purchase behavior. Third, as for the effect of satisfaction in beauty contents on purchasing behaviors, the more satisfaction in beauty contents, the more purchase behaviors were found. Therefore, this study aimed to identify the cause and effects between purchase orientation, contents satisfaction and purchasing behaviors in beauty students and provide basic data for marketing strategies.

키워드

참고문헌

  1. J. M. Yu. (2012). A Study on the Promotional Activities Employing SNS(Social Network Service), Journal of business and Economics, 35(2), 101-123.
  2. S. H. Hwang. (2019). Analysis of the Types of Beauty Youtubers' Video Contents at Home and Abroad : Focused on Hair and Makeup. Master dissertation. Konkuk university, Seoul.
  3. H. J. Son. (2018). The Analysis of Beauty Youtuber's Video Contents, Master dissertation. Konkuk university. Seoul.
  4. Y. K, Byun., Y. Gak. & J. S. Yun. (2017). The Effects of Sympathy in the MCN Marketing, The Korean Journal of Advertising, 28(5), 97-116. DOI:10.14377/KJA.2017.7.15.97
  5. L. E. KIM. & S. I. Kim. (2019). A study on the User Experience in SNS shopping service -Focused on Instagram-Focused on Instagram, Journal of Digital Convergence, 17(8), 407-413. DOI : 10.14400/JDC.2019.17.8.407
  6. M. N. Kim. (2019). A Study on Factors Influencing Credibility of Beauty Information through Youtube, Master dissertation. Dongkuk university.
  7. G. Y. Lee. (2018). The Impact of YouTube Daily Vlogs' Intimate Viewing on Viewing Satisfaction : Focusing on Parasocial Interaction and Social Presence. Master dissertation. Ehwa university, Seoul.
  8. S. G. Park. (2019). Beauty YouTube Contents on Cosmetology Service Purchase Behavior by Appearance Interest and Hairstyle Involvement, Master dissertation. Gunkuk university, Seoul.
  9. H. H. Cho. (2020) Effects of SNS Beauty Contents on the Beauty Care Behavior and Brand Switching Behavior of Consumers, Master dissertation. Hansung university, Seoul.
  10. G. I. Ku. (2019). A study on how the creator and content characteristics of beauty one-person media influence on purchasing intent and behavior : with setting as a moderator variable, Master dissertation. Hanyang university, Seoul.
  11. I. G. Lee. (2019). Effects of Beauty Creators' Creative Contents and Consumers' Shopping Orientations on Contents Satisfaction and Purchase Intention. Master dissertation. Dongduk university, Seoul..
  12. H. K. An. (2020). A Study on the Characteristics of Beauty Contents of Youtube. Journal of The Korean Beauty Management Society, 8(1), 63-74. https://doi.org/10.35883/kbmj.2020.8.1.1.1
  13. H. J. SON. (2018). The Analysis of Beauty Youtuber's Video Contents, Master dissertation. Gunkuk university, Seoul..
  14. S. H. Hwang (2019). Analysis of the Types of Beauty YouTubers' Video Contents at Home and Abroad : Focused on Hair and Makeup. Master dissertation. Gunkuk university, Seoul.
  15. S. Y. Mun. & Y. A. KIM. (2019). A Study of Youtube Beauty Contents, Usage motivation, Satisfaction and Intention of Continuous Usage of Beauty Majors. Journal of Korean Society of Cosmetics and Cosmetology, 9(3), 405-415.
  16. H. K. Ryu. (2019). The Effects of Beauty Content on Information Reliability and Information Satisfaction, Master dissertation. Honam university, Seoul.
  17. J. M. Lee. & S. H. Park. (2016). Effect of shopping tendency for luxury goods of female consumers on self-satisfaction : focused on mediating effect of purchase behavior. Journal of the Korean Society of Design Culture, 22(4), 519-532.
  18. H. A. Kim. (2016). The effects of consumer shopping tendency types of advertisement using art collaboration. Doctor dissertation. Sookmyung University, Seoul.
  19. R. Jin. (2014). Study on the Influence of Shopping Propensity and Web Site Evaluation Component to the Internet Shopping Mall's Satisfaction, Loyalty and Repurchase Intention- comparison between korean and Chinese shoppers, Master dissertation. Tongmyung University, Busan.
  20. M. Brown. N. Pope. & K. Vogues. (2003), Buying or Browsing? An expioration of shopping orientation and on line purchase intentio, Journal of European Marking, 37(11/12), 1666-84. DOI.org/10.1108/03090560310495401
  21. Y. K. Na. & H. S. Suh. (2005). Effect of Internet Shopping Mall Characteristics, Consumer Shopping Propensity on Perceived Shopping Values and Satisfaction, Journal of the Fashion & Textile Research, 7(6), 626-636.
  22. J. H. Bae. (2009). Shopping Orientations, Preference for A Classification of Online Special Events, E-satisfaction and Loyalty to Online Shopping Malls, Master dissertation. Dongduk University, Seoul.
  23. E. H. Park. & Y. S. Ku. (2012). Lifestyle, Fast Fashion Attitude, and Cosmetics Behavior according to College Students' Pursuit of Clothing Benefits Typology. Journal of the Fashion Business, 16(1), 121-136. https://doi.org/10.12940/jfb.2012.16.1.121
  24. I. G. Lee. (2019). Effects of Beauty Creators' Creative Contents and Consumers' Shopping Orientations on Contents Satisfaction and Purchase Intention, Master dissertation. Dongduk University, Seoul.
  25. S. J. Mun. (2019). The Effects of Characteristics of YouTube-based Beauty Contents on Contents Satisfaction and Continuous Use Intention, Master dissertation. Sungkyunkwan university, Seoul.
  26. G. Y. Lee. (2018). The Impact of YouTube Daily Vlogs' Intimate Viewing on Viewing Satisfaction : Focusing on Parasocial Interaction and Social Presence. Master dissertation. Ehwa university, Seoul..
  27. Y. K. Chung. (2018). Why Do Female College Students Watch Beauty Youtubers and What Do They Experience?, Journal of the Research Institute of Social Science, 25(3), 7-28.
  28. Y. Choi. & Y. J. Jung. (2017). The Study on the Strategies of Beauty Influencer Marketing : Mass Media vs. Social Media. The Korean Journal of Advertising, 28(4), 47-72. DOI: 10.14377/KJA2017.5.31.3
  29. G. H. Bae. (2019). Success factor and occupational value for Youtuber : case study of the contents creator. Master dissertation. Yeonsei university, Seoul..
  30. D. C. Park. (2020). Effect of YouTube Usage on the Audience's Attitude and Perception of Importance of Issue ), Journal of Digital Convergence, 18(5), 411-416. DOI.org/10.14400/JDC.2020.18.5.411
  31. S. S. Jung. (2005). Effects of Service Recovery on Consumers' satisfaction in the lodging industry. Doctor dissertation. Gachon university, Sungnam.
  32. S. H. Ryoo. & K. M. Kim. (2014). Purchase Behavior According to the Clothing Attitude of the Purchaser of Luxury or Counterfeit luxury goods(I)-Focusing on purchase motivation, information sources and purchased items, Journal of Living Science Reasearch, 33, 83-100.
  33. S. O. Seo. (2011). Purchase Behavior in Beauty Service by Women's Perception of Hair Style. Master dissertation. Seokyeong university, Seoul.
  34. E. J. Park, E. M. kang. & M. J. Ha. (2005). A Study on Internet Fashion Shopping Mall Environments and Purchase Intention by Shopping Orientation, Journal of the costume culture, 13(4), 564-575.
  35. G. Y. Park. (2008). A Study on Effects of Consumers' Clothing Shopping Orientations on Attitudes towards Advertisements and Intention to Buy Jeans According to Types of Fashion Magazine Advertisements. Master dissertation. Dongduk University, Seoul. 53.
  36. I. G. Lee. (2019). Effects of Beauty Creators' Creative Contents and Consumers' Shopping Orientations on Contents Satisfaction and Purchase Intention, Master dissertation. Dongduk University, Seoul.
  37. M. S. Sim. (2000), Study on the relationship between TV viewing satisfaction and viewing behavior, Broadcasting and communication, 105-131.
  38. P .R. Rye. (2016), The effects of informativeness and entertainingness of broadcasting contents on audience attitude : focused on Korean broadcasting contents to enter the Chinese market, Master dissertation. Kyunghee University, Seoul.
  39. I. G. Lee. (2019). Effects of Beauty Creators' Creative Contents and Consumers' Shopping Orientations on Contents Satisfaction and Purchase Intention, Master dissertation. Dongduk University, Seoul.
  40. K. Y. Ju. & E. J. Lee. (2016). The Effect of Shopping Orientation, Fashion Innovativeness and Perceived Mobile Benefits on Mobile Clothing Purchase. Journal of the Korean Society of Fashion Design, 15(2), 147-164.
  41. Y. N. Lu., S. H. Ko. & Y. S. Rhee. (2017). Effects of Chinese consumers' shopping orientation and browsing on purchasing behavior. Journal of Korea Society of Design Trend, 56, 37-48. DOI : 10.21326/ksdt.2017..56.004
  42. S. Lee. & S. H. Park. (2017). The influence of Chinese` Watching Motivation of and Satisfaction from Korean Drama on their Korea Favorability and Purchase Intention of Korean Cosmetics, International Journal of Tourism management and science, 33(6), 209-226. DOI : 10.5392/JKCA.2012.12.07.323
  43. S. H. Cho. & C. M. Lee. (2012). Impact of Information Contents on Information Service Satisfaction and Purchasing Intention at Online Purchase Sites of Movie Merchandise, The Journal of the Korea Contents Association, 12(7), 323-335. DOI : 10.5392/JKCA.2012.12.07.323