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.
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This paper addresses the customer in-store experiences regarding purchase of cosmetics as they closely relate to shopping motives and resulting purchase decision. Customers with particular purchase motives (ie., hedonic vs. rational) toward cosmetics would manifest them through actual shopping experiences in store and it is plausible that customers with particular in-store shopping experiences may be induced to buy on impulse without pre-purchase plans.
This paper examines this facet of attitude-behavior relationships in terms of the antecedent (purchase motives) and consequence (impulse buy) of customer experience. Another key research objective is to determine whether the gender and involvement plays a role with regard to in-store experiences and impulse buying.
This paper based its theoretical framework regarding customer experience on Schmitt"s (1999) SEM (Strategic Experiential Modules) which categories experience into five realms (Sense, Feel, Think, Act, Relate). The study found that the hedonic motives had significant effects on purchase experiences more than rational motives. It also found that involvement played a moderator role between sensory in store- experience and impulse buying. Gender difference was found in shopping motives and some purchase experiences. Gender was also found to moderate the relationship between shopping motives and some purchase experiences.
The study results are expected to offfer useful implications for formulating gender-based experiential marketing strategy for cosmetics
This paper examines this facet of attitude-behavior relationships in terms of the antecedent (purchase motives) and consequence (impulse buy) of customer experience. Another key research objective is to determine whether the gender and involvement plays a role with regard to in-store experiences and impulse buying.
This paper based its theoretical framework regarding customer experience on Schmitt"s (1999) SEM (Strategic Experiential Modules) which categories experience into five realms (Sense, Feel, Think, Act, Relate). The study found that the hedonic motives had significant effects on purchase experiences more than rational motives. It also found that involvement played a moderator role between sensory in store- experience and impulse buying. Gender difference was found in shopping motives and some purchase experiences. Gender was also found to moderate the relationship between shopping motives and some purchase experiences.
The study results are expected to offfer useful implications for formulating gender-based experiential marketing strategy for cosmetics
목차
ABSTRACT
I. 서론
II. 이론적 배경
III. 연구가설 및 연구모형
IV. 연구방법
Ⅴ. 분석결과
Ⅵ. 결론
<참고문헌>
참고문헌 (84)
참고문헌 신청
1. [학술지(정기간행물)] - 강경자 / 1998 / 의류소비자의 충동구매와 마케팅 자극 요인에 관한 연구 / 복식 36 : 25 ~ 41
2. [단행본] - 강혜원 / 1995 / 의상사회심리학, 개정판 / 교문사
3. [학위논문] - 고선영 / 1993 / 의류제품의 충동구매행동에 관한 연구 / 석사 / 서울大學校 大學院
4. [학술지(정기간행물)] - 구자명 / 2000 / 여대생의 성역할 정체감과 화장행동에 관한 연구 / 패션비즈니스 6 (2)
5. [학술지(정기간행물)] - 김경미 / 2005 / 여성들의 외모관심도에 따른 한방화장품 구매속성 / 한국미용학회지 11 (3) : 265 ~ 271
2. [단행본] - 강혜원 / 1995 / 의상사회심리학, 개정판 / 교문사
3. [학위논문] - 고선영 / 1993 / 의류제품의 충동구매행동에 관한 연구 / 석사 / 서울大學校 大學院
4. [학술지(정기간행물)] - 구자명 / 2000 / 여대생의 성역할 정체감과 화장행동에 관한 연구 / 패션비즈니스 6 (2)
5. [학술지(정기간행물)] - 김경미 / 2005 / 여성들의 외모관심도에 따른 한방화장품 구매속성 / 한국미용학회지 11 (3) : 265 ~ 271
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UCI(KEPA) : I410-ECN-0101-2014-381-001028894