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A Study on the Make-up Expression and Purchasing Behavior Make-up Cosmetics Based on the Lifestyle
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라이프스타일에 따른 색조화장 표현도와 색조화장품 구매행동에 관한 연구

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Type
Academic journal
Author
홍성순 (김포대학 패션디잔인과) 오은정 (경희대학교 박사과정 수료)
Journal
Korean Home Economic Association 대한가정학회지 대한가정학회지 제39권 제7호 KCI Accredited Journals
Published
2001.1
Pages
85 - 100 (16page)

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A Study on the Make-up Expression and Purchasing Behavior Make-up Cosmetics Based on the Lifestyle
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A Study on the make-up expression and purchasing behavior of make-up cosmetics based on the lifestyle. The intention of this study is to classily the consumer group based on the lifestyle, to research the characteristics and desire of the each group, and to find out the differences of the make-up expression and purchasing behavior of make-up cosmetics among each group. The result of this study are as follow; 1. We have obtained seven factors out of twenty six lifestyle items by using AIO lifestyle measurement. The seven factors are make-up high involvement factor, brand loyal factor, make-up bases factor, economical and natural beauty oriented factor, impulsive consumption oriented factor, stubborn choice factor, sensitive to others view factor 2. We have formed four groups based on the seven factors. The four groups are impulsive consumption type, professional make-up type, intentional make-up type, basic type. 3. It was examined that women want to express smart, ellegant and intelligent images form the make-up 4. According to the examination of the differences of the purchsing behavior, only the purchase motive, information source and cosmetics purchase amount per month was differentiate among the groups.
#화장표현도 #화장품 구매 행동 #라이프 스타일

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