화장품의 품질지각 속성이 소비자 구매행동에 미치는 영향

Abstract

ABSTRACT

The Effects of Cosmetics Perceived Quality Attributes on the Consumers' Purchasing Behaviors

by Kim, Hyun-Chul Advisor : Prof. Kim, Jong-Ho, Ph.D. Department of Business Adminstration Graduate School of Business Adminstration Chosun University

This Study is to examine factors affecting the perceptions of the cosmetics quality and consumers' purchasing behaviors(consumers' attitude, purchasing intention). The literature study and empirical analysis were performed as a methodology of this study. A study model was designed for empirical analysis on the basic of data from the literature study. Primary data collected by the questionnaire was used to verify the model and the verified results were analyzed. The collected data was processed statistically with SPSS 12.0 and LISREL 8.30. The study hypotheses and models were verified with frequency analysis, factors analysis, reliability analysis, covariance structured model analysis, correlation analysis, and two-way ANOVA. This study is attempted to research the consumers' perception as a major customer of basic cosmetics for the quality of their preferred brand's cosmetics, preferred brands image and prices, and their attitudes and intentions to the cosmetics quality and the causes in details, and to suggest marketing implications to cosmetics. The detailed objectives of this study are as follows. First, This study is to examine effects of brand images and price level affecting the cosmetic quality. Second, this study is to examine effects of cosmetic quality affecting consumers' attitudes. Third, this study is to examine effects of consumers' attitudes affecting purchasing intention. The findings of this study showed that current many consumers' perceived cosmetics quality by direct application of products, and the quality was the most important factor affecting the consumers' purchasing behaviors. Accordingly, cosmetics managers should manufacture products suitable for skin of women to be a main subject of family with cheaper price and higher quality and establish a policy to enhance the band image in future.