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.
이용수
초록· 키워드
오류제보하기
The purpose of this study was to investigate the influence of purchasing behavior on brand attitude, shopping satisfaction, and recommendation of herbal cosmetics consumer. Through judgment sampling method, selected 304 survey questionnaires were used for final analysis from herbal cosmetics consumer. With the collected data, t-test, one-way ANOVA, and multiple regression analysis were performed by SPSS 14.0. The results of the analysis were summarized as follows. First, level of education no significant difference on purchasing behavior, but age, marital status, average income, and job type showed significant difference on purchasing behavior. Second, level of education and average income no significant difference on brand attitude, shopping satisfaction, and recommendation, but age, marital status, and job type showed significant difference on brand attitude, shopping satisfaction, and recommendation. Third, the reasonable purchase, conformity purchase, and conspicuous purchase impacts positively(+) influence, but impulse purchase impacts negatively(+) influence on brand attitude. Fourth, the rational purchase and conspicuous purchase impacts positively(+) influence on shopping satisfaction. Fifth, the conformity purchase and conspicuous purchase impacts positively(+) influence on recommendation.
목차
등록된 정보가 없습니다.
참고문헌 (31)
참고문헌 신청
/ / 2조원 시장을 잡아라 한방화장품 혈전 / 조선일보
D.Grace / 2005 / Service branding:Consumer verdicts on service brands / Journal of Retailing and Consumer Services 12 : 125 ~ 139
Dodds, W. B / 1991 / Effects of price, brand and store information on buyer's product evaluation / Journal of Marketing Research 28 : 307 ~ 319
G.S.Low / 2000 / The measurement and dimensionality of brand associations / Journal of Product and Brand Management 9 (6) : 351 ~
L.M.Richins / 1997 / Measuring emotions as the consumption experience / Journal of Consumer Research 24 : 127 ~ 146
D.Grace / 2005 / Service branding:Consumer verdicts on service brands / Journal of Retailing and Consumer Services 12 : 125 ~ 139
Dodds, W. B / 1991 / Effects of price, brand and store information on buyer's product evaluation / Journal of Marketing Research 28 : 307 ~ 319
G.S.Low / 2000 / The measurement and dimensionality of brand associations / Journal of Product and Brand Management 9 (6) : 351 ~
L.M.Richins / 1997 / Measuring emotions as the consumption experience / Journal of Consumer Research 24 : 127 ~ 146
이 논문의 저자 정보
최근 본 자료
댓글(0)
0