A Study on Shopping Orientation and Post-Purchase of Cosmetics

The purposes of this study were to classify the contents of shopping orientation of cosmetics, to group women into shopper types of cosmetics, to investigate the differences in cosmetics purchase behavior according to shopper types, and to examine how the cosmetics satisfaction was influenced by cosmetics shopping orientation and demographic variables. Subjects were 479 women in their 20's to 50's in Seoul, Korea. The factors of the shopping orientation of cosmetics derived by factor analysis:'impulsive shopping','conspicuous shopping','rational shopping', and 'independent shopping. Four shopper types were classified by cluster analysis of the 4 factors. The shopper types were the same as the 4 factors. total satisfaction of cosmetics was influenced by independent shopping orientation, age, brand, impulsive shopping orientation, conspicuous shopping orientation, and rational shopping orientation(R2=.217). Satisfaction of basic cosmetics was influenced by conspicuous shopping orientation. independent shopping orientation. age. rational shopping orientation, impulsive shopping orientation, and social class(R2=.407). Satisfaction of coloring cosmetics was influenced by brand, independent shopping orientation, age, and impulsive shopping orientation(R²=.167).

화장품 구매성향과 구매 후 만족도에 관한 연구