중·노년 여성의 외모관심도가 화장품 구매의도 및 브랜드 충성도에 미치는 영향

초록

The purpose of this study was to analyze whether appearance concern has an effect on purchase intention andbrand loyalty of cosmetics of middle and elderly women. A survey was conducted from January 20 to February10 in 2006, among middle and elderly women. Response form the 393 subjects underwent statistical analyzesincluding frequency analysis, reliability analysis, factor analysis, and multiple regression analysis.First, appearance concern factors were determined to be appearance-important, appearance-care, and skin-care. Second, appearance concern factors of appearance-important and skin-care had an effect on purchaseintention of cosmetics of middle and elderly women. All of appearance concern factors had an effect on brandloyalty of cosmetics of middle and elderly women. Third, purchase intention of cosmetics had an effect on brandloyalty of cosmetics of middle and elderly women. The propitiation of putting basic and colored cosmetics was highin the appearance concerned group.after controlling for main effects.

키워드