중국 여성 소비자의 라이프스타일 유형별 한국 화장품 소비행동 비교
(주)코리아스칼라
- 최초 등록일
- 2016.11.02
- 최종 저작일
- 2016.08
- 19페이지/ 어도비 PDF
- 가격 5,400원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 복식문화학회
ㆍ수록지정보 : 복식문화연구 / 24권 / 4호
ㆍ저자명 : 박지선, 유혜경, 김찬주
목차
I. Introduction
Ⅱ. Background
1. Lifestyles
2. Consumer lifestyles in cosmetic market andconsumer behavior on cosmetics
Ⅲ. Methods
1. Research questions
2. Data collection and data analyses
3. Sample characteristics
4. Measures
Ⅳ. Results and Discussion
1. Consumer lifestyles in cosmetic market
2. Market segmentation by lifestyles of Chinese female consumers
3. Consumption behavior on Korean cosmetics by lifestyle segments
Ⅴ. Conclusion
References
영어 초록
The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers’ demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) “timid inactive group,” characterized by having low scores in most lifestyle dimensions; (2) “showcase goers,” who tend to be highly fashion/appearance-conscious and brand-oriented; (3) “practical buyers,” who tend to be price-conscious, sensitive and timid; and (4) “sensible buyers,” who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.
참고 자료
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