지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study provides an efficient marketing strategy for the cosmetic market by analyzing the effect of consumer desire on buying motive, brand satisfaction, brand attachment, and brand loyalty. The research conducted a survey using convenience sampling for adult women (from 20 years to 60 years) who purchased cosmetic items within 6 months. A total of 463 samples were used for the final analysis. Data analysis consisted of descriptive statistics, Cronbach's alpha, a confirmatory factor analysis, and a structural equation modeling analysis. Customer cosmetic consumption need had six factors: exhibition need, safety need, need to look younger and to pursue beauty, need to go along with others, eco-friendly need, and pleasure need. The buying motive had four factors: others-oriented motive, motive to keep skin healthy, economic motive, and motive to change products. The causality model showed that customer consumption need influenced buying motive, brand satisfaction, brand attachment, and brand loyalty. There were also significant effects on buying motive for brand satisfaction, brand attachment, and brand loyalty. In addition, there were indirect effects on the relationship between customer consumption need and brand loyalty. The pursuit for pleasure had a significant indirect effect on brand loyalty.
목차
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참고문헌 (43)
참고문헌 신청
안광호 / 2006 / 소비자-브랜드 관계의 질이 브랜드충성도와브랜드커뮤니티 충성도에 미치는 영향에 관한 연구: 커뮤니티 규모와 브랜드지식수준의 조정효과 / 소비자학연구 17(4):193~215
Bhattacherjee, A. / 2004 / Understanding changes in belief and attitude toward information technology usage; A theoretical model and longitudinal test / Management Information System Quarterly 28(2):229~254
Chae, J. M. / 1997 / The various types of life style of women in their 50's and 60's and clothing purchase behaviors
Charan, R. / 2007 / What the customer wants you to know: How everybody needs to think differently about sales / Portfolio
Cui, X. M. / 2009 / A study on the shopping tourists' emotional consumption tendencies, the luxury brand benefit, attachment and loyalty
Bhattacherjee, A. / 2004 / Understanding changes in belief and attitude toward information technology usage; A theoretical model and longitudinal test / Management Information System Quarterly 28(2):229~254
Chae, J. M. / 1997 / The various types of life style of women in their 50's and 60's and clothing purchase behaviors
Charan, R. / 2007 / What the customer wants you to know: How everybody needs to think differently about sales / Portfolio
Cui, X. M. / 2009 / A study on the shopping tourists' emotional consumption tendencies, the luxury brand benefit, attachment and loyalty
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