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http://dx.doi.org/10.13106/jwmap.2022.Vol5.no2.1

Analysis of Purchasing Moderating Effect on Perfume Purchasing Propensities & Behavioral Attitudes  

JANG, Hee-In (Dept. of Beauty & Cosmetics, Science College of Bio Convergence, Eulji University)
LIM, Ju-A (Dept. of Health, Eulji University Graduate School)
SO, Young-Jin (Dept. of Beauty & Cosmetic Science, Science College of Bio Convergence, Eulji University)
Publication Information
Journal of Wellbeing Management and Applied Psychology / v.5, no.2, 2022 , pp. 1-9 More about this Journal
Abstract
Purpose: This study looked at perfume buying patterns among 328 adolescents. Research design, data and methodology: The purchasing behaviors and attitudes of adolescents were divided into clusters and whether the purchasing behaviors and attitudes of each cluster had a moderating effect on purchasing behavior factors was analyzed. Results: Group classification according to attitude toward perfume purchasing behavior was divided into group 1, which purchases perfume according to one's own subjective opinion, and group 2, who purchases perfume according to external factors. Among the six purchasing behavior factors, the internal pleasure-seeking (p.<001) and fashion-seeking (p.<001) factors were statistically significant in both clusters 1 and 2, and in cluster 2, economic feasibility (p.<001)) internal product. It was found to be statistically significant other than pleasure and trend-seeking, indicating that there is a difference between the two groups. Conclusion:Adolescents consider economic feasibility when purchasing perfume, so it is necessary to set low prices and diversify products for marketing plans for perfume products
Keywords
Perfume; purchasing pattern; Purchasing behavior & attitude; Moderation effect; Adolescent;
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Times Cited By KSCI : 1  (Citation Analysis)
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