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http://dx.doi.org/10.5850/JKSCT.2012.36.10.1015

Cosmetics Purchasing Behavior by Female Consumers According to Type of Advertisement and Publicity in Women's Monthly Magazines  

Kim, Hee Eun (Graduate School, Dongduk Women's University)
Chung, Sung Jee (Dept. of Fashion Design, Dongduk Women's University)
Kim, Donggeon (Dept. of Statistics & Information Science, Dongduk Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.10, 2012 , pp. 1015-1027 More about this Journal
Abstract
This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.
Keywords
Cosmetics purchasing behavior; Advertisement; Publicity; Women's monthly magazine; Cosmetics shopping orientations;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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