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http://dx.doi.org/10.7233/jksc.2017.67.3.047

The Cosmetic Purchase Behavior of Women in Their 20s (I) - Focused on Consumption Value -  

Park, Kwanghee (Dept. of Fashion Marketing Keimyung University)
Publication Information
Journal of the Korean Society of Costume / v.67, no.3, 2017 , pp. 47-65 More about this Journal
Abstract
The purpose of this study was to divide respondents by consumption values, and to examine the differences in their cosmetic purchase behavior. Cosmetic purchase behavior consisted of variables such as purchase frequency, purchase amount, place of purchase, purchase reason, reason for using cosmetics, purchase propensity, degree of using information source, and selection criteria. A survey was conducted with 308 women between the ages 20 and 29 from December 5th to 10th 2016. Data collected from the respondents through an Internet survey were analyzed using descriptive statistics, factor analyses, cluster analysis, analyses of variance and chi-square tests. Four consumption value dimensions emerged that were termed emotional, differentiated individuality-pursuing, functional and social value. The respondents were classified into three groups(emotional consumer group, functional consumer group, active consumer group) by cluster analysis using four dimensions of consumption value. The results of the analyses of variance and chi-square tests showed significant differences in purchase frequency, place of purchase, purchase reason, reason for using cosmetics, degree of using information source and selection criteria among groups classified by consumption value. However, there were no differences in purchase amount and purchase propensity among them.
Keywords
consumption value; cosmetic purchase behavior;
Citations & Related Records
Times Cited By KSCI : 14  (Citation Analysis)
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