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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 665 - 674 (10page)
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초록· 키워드
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The beauty industry is subdivided and specialized into areas such as skin beauty, hair beauty, makeup, and nail art. Among them, skin beauty has witnessed rapid development with the introduction of medical skin care. But compared with the overall expansion of the industry, the skin beauty area is finding it difficult to maximize revenue and satisfy the diverse needs of its customers. Therefore, this study was to examine the value the consumers hold and subsequently categorize them into consumer types. Furthermore, by analyzing the differences in purchasing behavior this study attempts to provide new implications regarding skin care marketing and suggest product development directions and marketing strategies which could be appropriate to the corresponding markets. For these purposes, the subjects in this study were women living in Busan, Ulsan,Kyung-Nam Province, and Daejeon; 250 people were from medical institutions that provide medical skin care and 300 were from general skin care specialist shops. The data from 506 respondents were analyzed, and frequency analysis, factor analysis, reliability analysis, cluster analysis, and ANOVA of SPSS WIN 19.0 were used. The results were as follows. First, values consisted of relation-oriented and success-oriented and value type was distinguished into relation-oriented type, success-oriented type, and passive type. Second, there were significant differences by consumer types in the benefits. Third, laser in the area of medical skin care was used by all consumers. It is expected that this study can contribute what has not been proposed before; information that leads to direct development of marketing strategies for the skin beauty market.
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참고문헌 (37)
참고문헌 신청
Aaker, D. A / 1991 / Management Brand Equity: Capitalizing on the Value of a Brand Name / Free Press : 10 ~ 12
Carman, J. H / 1978 / Values and consumption patterns: A closed loop / Adv. Cons. Res 5 : 403 ~ 407
Davis, F. D / 1992 / Extrinsic and intrinsic motivation to use computers in the workplace / J. App. Soc. Psycho 22 : 1111 ~ 1132
Kahle, L. R / 1986 / Alternative measurement approaches to consumer values: The list of values (LOV) and values and life style (VALS) / J. . Cons. Res 13 : 405 ~ 409
Keller, K. L / 1993 / Conceptualizing, measuring, and managing customer based brand equity / J. Mar 57 : 1 ~ 22
Carman, J. H / 1978 / Values and consumption patterns: A closed loop / Adv. Cons. Res 5 : 403 ~ 407
Davis, F. D / 1992 / Extrinsic and intrinsic motivation to use computers in the workplace / J. App. Soc. Psycho 22 : 1111 ~ 1132
Kahle, L. R / 1986 / Alternative measurement approaches to consumer values: The list of values (LOV) and values and life style (VALS) / J. . Cons. Res 13 : 405 ~ 409
Keller, K. L / 1993 / Conceptualizing, measuring, and managing customer based brand equity / J. Mar 57 : 1 ~ 22
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