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http://dx.doi.org/10.14400/JDC.2021.19.1.411

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

Mo, Jeong-Hee (Dept of Beauty Art, Songwon University)
Publication Information
Journal of Digital Convergence / v.19, no.1, 2021 , pp. 411-420 More about this Journal
Abstract
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.
Keywords
Beauty Major; Shopping Orientation; Beauty Contents; Contents Satisfaction; Purchase Behavior;
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Times Cited By KSCI : 3  (Citation Analysis)
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