노년 여성의 웰빙 성향과 외모관심도가 화장품 구매의도 및 충성도에 미치는 영향 The Effect of Well-being Disposition and Appearance Concern on Cosmetic Purchase Intention and Brand Loyalty for Elderly Women원문보기
질적인 삶을 추구하는 노년 여성이 증가하고, 아름답게 가꾸고 싶어하는 미적 욕구가 커짐에 따라 화장품 산업의 급성장이 예견되고 있다. 이러한 시점에서 본 연구는 노년 여성들의 웰빙 성향과 외모관심도에 대하여 알아보고, 이들 변인이 화장품 구매의도와 브랜드 충성도에 미치는 영향을 알아보고자 하였다. 이를 위하여 서울 경기도에 거주하는 만 55세 이상의 여성 209명을 대상으로 설문분석을 실시하였고, SPSS를 이용하여 빈도분석, 요인분석, 신뢰도분석, 회귀분석을 실시하였다. 그 결과 노년 여성의 웰빙 성향은 친환경요인, 생활만족요인, 신체건강요인으로 나뉘어졌고, 외모관심도는 외모중시요인, 외모관리요인, 피부관리요인으로 구분되었다 이들 요인 중 웰빙 성향의 신체건강요인과 외모관심도의 외모중시요인이 노년 여성의 화장품 구매의도에 영향을 미치고, 화장품 구매 의도는 브랜드 충성도에 영향을 미치는 것으로 나타났다. 이와 같이, 노년 여성들이 신체건강 및 외모를 중시할수록 화장품 구매의도 및 브랜드 충성도가 높아졌으므로, 이들의 웰빙 성향과 외모관심도는 브랜드 충성도를 유발하는 요인이라 할 수 있다.
질적인 삶을 추구하는 노년 여성이 증가하고, 아름답게 가꾸고 싶어하는 미적 욕구가 커짐에 따라 화장품 산업의 급성장이 예견되고 있다. 이러한 시점에서 본 연구는 노년 여성들의 웰빙 성향과 외모관심도에 대하여 알아보고, 이들 변인이 화장품 구매의도와 브랜드 충성도에 미치는 영향을 알아보고자 하였다. 이를 위하여 서울 경기도에 거주하는 만 55세 이상의 여성 209명을 대상으로 설문분석을 실시하였고, SPSS를 이용하여 빈도분석, 요인분석, 신뢰도분석, 회귀분석을 실시하였다. 그 결과 노년 여성의 웰빙 성향은 친환경요인, 생활만족요인, 신체건강요인으로 나뉘어졌고, 외모관심도는 외모중시요인, 외모관리요인, 피부관리요인으로 구분되었다 이들 요인 중 웰빙 성향의 신체건강요인과 외모관심도의 외모중시요인이 노년 여성의 화장품 구매의도에 영향을 미치고, 화장품 구매 의도는 브랜드 충성도에 영향을 미치는 것으로 나타났다. 이와 같이, 노년 여성들이 신체건강 및 외모를 중시할수록 화장품 구매의도 및 브랜드 충성도가 높아졌으므로, 이들의 웰빙 성향과 외모관심도는 브랜드 충성도를 유발하는 요인이라 할 수 있다.
Appearance concern of elderly women has been rapidly increasing with the expansion in aesthetic desire for growing old gracefully and pursuing a healthy and qualitative life. In this regard, the cosmetic industry has great possibilities and it is necessary to develop actively elderly women-oriented ...
Appearance concern of elderly women has been rapidly increasing with the expansion in aesthetic desire for growing old gracefully and pursuing a healthy and qualitative life. In this regard, the cosmetic industry has great possibilities and it is necessary to develop actively elderly women-oriented silver marketing. The purpose of this study was to review well-being disposition and appearance concern of elderly women. Furthermore, this study investigated the influence of well-being disposition and appearance concern on cosmetic purchase intention and brand loyalty. The sample of this research consisted of 209 elderly women over 55, which was selected from Seoul and the metropolitan area. Frequency analysis, factor analysis, the analysis of confidence level and regression analysis were used for the data analysis using SPSS. The study results showed that the factor of well-being disposition for elderly woman can be classified into an environment-oriented factor, an life satisfication factor and a physical health factor. In addition, the factor of appearance concern can be classified into 3 factors: serious consideration of appearance, appearance care and skin care. Among these factors, the physical health factor of well-being disposition and the factor for serious consideration of appearance related to appearance concern had effects on cosmetic purchase intention, which fumed out to be a potent influence on brand loyalty.
Appearance concern of elderly women has been rapidly increasing with the expansion in aesthetic desire for growing old gracefully and pursuing a healthy and qualitative life. In this regard, the cosmetic industry has great possibilities and it is necessary to develop actively elderly women-oriented silver marketing. The purpose of this study was to review well-being disposition and appearance concern of elderly women. Furthermore, this study investigated the influence of well-being disposition and appearance concern on cosmetic purchase intention and brand loyalty. The sample of this research consisted of 209 elderly women over 55, which was selected from Seoul and the metropolitan area. Frequency analysis, factor analysis, the analysis of confidence level and regression analysis were used for the data analysis using SPSS. The study results showed that the factor of well-being disposition for elderly woman can be classified into an environment-oriented factor, an life satisfication factor and a physical health factor. In addition, the factor of appearance concern can be classified into 3 factors: serious consideration of appearance, appearance care and skin care. Among these factors, the physical health factor of well-being disposition and the factor for serious consideration of appearance related to appearance concern had effects on cosmetic purchase intention, which fumed out to be a potent influence on brand loyalty.
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문제 정의
산업의 급성장이 예견되고 있다. 이러한 시점에서 본 연구는 노년 여성들의 웰빙 성향과 외모 관심도에 대하여 알아보고, 이들 변인이 화장품 구매의도와 브랜드 충성도에 미치는 영향을 알아보고자 하였다. 이를 위하여 서울 경기도에 거주하는 만 55세 이상의 여성 209명을 대상으로 설문분석을 실시하였고, SPSS 를 이용하여 빈도분석, 요인분석, 신뢰도분석, 회귀분석을 실시하였다.
제안 방법
The pre-survey was conducted between January 10, 2006 and January 17, 2006 with participants of department store culture center as the subject. Based on the results of presurvey, survey questions were completed after revising and supplementing existing questions. The main survey was conducted between January 20, 2006 and February 10, 2006 in department stores, department store culture center, discount store, senior citizen center, company, and religious facilities of Seoul and Seoul's metropolitan area by means of direct interviews.
In order to investigate the appearance concern of elderly women, factor analysis was conducted and the results were summarized in <Table 2>. Based on the results of factor analysis on appearance concern, the factor of appearance concern was classified into three factors which explained about 61.
In order to investigate the effect of well-being disposition and appearance concern on cosmetic purchase intention of elderly women, multiple regression analysis was conducted. In this analysis, cosmetic purchase intention was a dependent variable and well-being disposition and appearance concern were used as independent variables.
In order to investigate the eflfect of cosmetic purchase intention of elderly women on brand loyalty, multiple regression analysis was conducted with brand loyalty as a dependent variable and cosmetic purchase intention as an independent variable. As was shown in <Table 4>, the model had relatively good explanatory power.
In order to investigate the well-being proportion of elderly women, factor analysis was conducted and the results were summarized in <Table 1>. Based on the results of factor analysis on well-being proportion, the factor of well-being disposition was classified into three factors which explained about 62.
The measurement of this study is composed of questions on well-being disposition, appear concern, cosmetic purchase intention, brand loyalty and demographic characteristics of elderly women. Twelve questions of well-being disposition for this study were reorganized based on the questions of Jung (2004) and questions of Park(2005).
This research had limitations in explaining cosmetic purchase intention and brand loyalty of elderly women due to the sample selection process. This research could not investigate other variables in explaining consumer behavior of the elderly on cosmetic purchase intention and brand loyalty, except for well-being proportion and appearance concern.
대상 데이터
The main survey was conducted between January 20, 2006 and February 10, 2006 in department stores, department store culture center, discount store, senior citizen center, company, and religious facilities of Seoul and Seoul's metropolitan area by means of direct interviews. Among 220 elderly women selected, 220 responded to the questionnaire and 209 reponses were used in the statistical analysis. Eleven cases were dropped due to missing information.
Based on the results of presurvey, survey questions were completed after revising and supplementing existing questions. The main survey was conducted between January 20, 2006 and February 10, 2006 in department stores, department store culture center, discount store, senior citizen center, company, and religious facilities of Seoul and Seoul's metropolitan area by means of direct interviews. Among 220 elderly women selected, 220 responded to the questionnaire and 209 reponses were used in the statistical analysis.
The data was collected with a questionnaire. The pre-survey was conducted between January 10, 2006 and January 17, 2006 with participants of department store culture center as the subject. Based on the results of presurvey, survey questions were completed after revising and supplementing existing questions.
This study defined elderly women as the women aged over 55 who start to arrive at senescence. This study used a sample that was selected from Seoul and Kyunggi-do, using women over 55.
This study used a sample that was selected from Seoul and Kyunggi-do, using women over 55. The data was collected with a questionnaire.
데이터처리
이러한 시점에서 본 연구는 노년 여성들의 웰빙 성향과 외모 관심도에 대하여 알아보고, 이들 변인이 화장품 구매의도와 브랜드 충성도에 미치는 영향을 알아보고자 하였다. 이를 위하여 서울 경기도에 거주하는 만 55세 이상의 여성 209명을 대상으로 설문분석을 실시하였고, SPSS 를 이용하여 빈도분석, 요인분석, 신뢰도분석, 회귀분석을 실시하였다. 그 결과 노년 여성의 웰빙 성향은 친환경 요인, 생활만족요인, 신체건강요인으로 나뉘어 졌고, 외모관심도는 외모중시요인, 외모관리요인, 피부 관리요인으로 구분되었다.
이론/모형
0. For the analysis of respondents' demographic characteristics, frequency analysis was used. In order to investigate well-being disposition and appearance concern, several analyses including factor analysis, the analysis of confidence level and regression analysis were used.
성능/효과
results were summarized in <Table 2>. Based on the results of factor analysis on appearance concern, the factor of appearance concern was classified into three factors which explained about 61.39% of total variations and had significant explanatory power as the confidence level of .60 and upward. Factor 1 was composed of the question on concern of the trends for fashion and beauty care, question on careful attention of overall appearance and question on serious consideration of appearance.
Based on the results of this study, well-being disposition of elderly woman was classified into an environment-oriented factor, an life satisfaction factor and a physical health factor. Also appearance concern was classified into the factor for serious consideration of appearance, appearance care factor and Skin care factor.
of this research. First, elderly women who attach importance to physical health, such as conducting health examination at regular intervals, and who are more concerned about external features, depending on the progress of an aging society and lifestyle changes of the elderly appeared to have higher purchase intention . In this regard, the industry of cosmetics should find the demand of elderly women in accordance with the changes of social environment and should establish successful programs of customer relation management to suit their demand.
Third, elderly women who attach importance to physical health and are concerned about external features appeared to have higher brand loyalty after purchasing cosmetics. Therefore, it is necessary to request marketing strategies to increase their brand loyalty.
이를 위하여 서울 경기도에 거주하는 만 55세 이상의 여성 209명을 대상으로 설문분석을 실시하였고, SPSS 를 이용하여 빈도분석, 요인분석, 신뢰도분석, 회귀분석을 실시하였다. 그 결과 노년 여성의 웰빙 성향은 친환경 요인, 생활만족요인, 신체건강요인으로 나뉘어 졌고, 외모관심도는 외모중시요인, 외모관리요인, 피부 관리요인으로 구분되었다. 이들 요인 중 웰빙 성향의 신체건강요인과 외모관심도의 외모중시요인이 노년 여성의 화장품 구매의도에 영향을 미치고, 화장품 구매 의도는 브랜드 충성도에 영향을 미치는 것으로 나타났다.
그 결과 노년 여성의 웰빙 성향은 친환경 요인, 생활만족요인, 신체건강요인으로 나뉘어 졌고, 외모관심도는 외모중시요인, 외모관리요인, 피부 관리요인으로 구분되었다. 이들 요인 중 웰빙 성향의 신체건강요인과 외모관심도의 외모중시요인이 노년 여성의 화장품 구매의도에 영향을 미치고, 화장품 구매 의도는 브랜드 충성도에 영향을 미치는 것으로 나타났다. 이와같이, 노년 여성들이 신체건강 및 외모를 중시할수록 화장품 구매의도 및 브랜드 충성도가 높아졌으므로, 이들의 웰빙 성향과 외모관심도는 브랜드 충성도를 유발하는 요인이라 할 수 있다.
후속연구
Based on these previous studies, this study expected to show that appearance concern of elderly women have important effects on their beauty care behavior and cosmetic purchase intention.
This research could not investigate other variables in explaining consumer behavior of the elderly on cosmetic purchase intention and brand loyalty, except for well-being proportion and appearance concern. The authors hope that the effects of other significant variables can be investigated in explaining cosmetic purchase intention and brand loyalty in further studies.
Within this context, it is desirable to analyze the impacts of well-being disposition and appearance concern of elderly women on cosmetic purchase intention since this may be a potent influence on brand loyalty. With this study, it should provide useful information to relevant cosmetic industries which are interested in knowing more about con-sumer behavior of elderly people, so that they can develop and achieve their marketing goals.
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