본 연구에서는 향수 관여수준에 따른 향수 제품의 사용 및 구매행동과 가장 선호하는 향수 제품에 대한 향기감성태도를 고찰하였다. 자료수집은 한국에서 가장 핵심적인 향수 소비자층으로 인식되고 있는 20-24세 여성인 241명의 여대생을 대상으로 설문조사를 통해 이루어졌으며, 수집된 자료는 빈도분석, 요인분석, t-검정 등을 통해 분석되었다. 결과로 향수 제품 사용 및 구매행동과 향기감성태도의 일부 항목에 있어 향수 관여수준 집단간 차이가 발견되었다. 특히 향수 관여수준이 높은 집단은 낮은 집단에 비하여 향수제품 소유개수, 사용빈도, 구매액이 더 많았으며, 향수 전문점을 더 많이 활용하는 것으로 나타났다. 또한 향수 고관여 집단은 타인에게 좋은 이미지를 주기 위하여 사용하는 비율이 더 높았으며, 향수 시향 테스트를 더 중요한 정보원으로 고려하였다. 또한 여대생들은 유쾌하며 젊은 감성의 향수 향기를 가장 선호하고 자극적이며 강한 향을 좋아하지 않았는데, 특히 고관여 집단은 저관여 집단에 비하여 도회적이고 현대적인 향기감성이 느껴지는 향수를 더 선호하는 것으로 파악되었다. 연구결과를 바탕으로 향수 제품개발과 마케팅을 위한 제안점들이 제시되었다.
본 연구에서는 향수 관여수준에 따른 향수 제품의 사용 및 구매행동과 가장 선호하는 향수 제품에 대한 향기감성태도를 고찰하였다. 자료수집은 한국에서 가장 핵심적인 향수 소비자층으로 인식되고 있는 20-24세 여성인 241명의 여대생을 대상으로 설문조사를 통해 이루어졌으며, 수집된 자료는 빈도분석, 요인분석, t-검정 등을 통해 분석되었다. 결과로 향수 제품 사용 및 구매행동과 향기감성태도의 일부 항목에 있어 향수 관여수준 집단간 차이가 발견되었다. 특히 향수 관여수준이 높은 집단은 낮은 집단에 비하여 향수제품 소유개수, 사용빈도, 구매액이 더 많았으며, 향수 전문점을 더 많이 활용하는 것으로 나타났다. 또한 향수 고관여 집단은 타인에게 좋은 이미지를 주기 위하여 사용하는 비율이 더 높았으며, 향수 시향 테스트를 더 중요한 정보원으로 고려하였다. 또한 여대생들은 유쾌하며 젊은 감성의 향수 향기를 가장 선호하고 자극적이며 강한 향을 좋아하지 않았는데, 특히 고관여 집단은 저관여 집단에 비하여 도회적이고 현대적인 향기감성이 느껴지는 향수를 더 선호하는 것으로 파악되었다. 연구결과를 바탕으로 향수 제품개발과 마케팅을 위한 제안점들이 제시되었다.
This research explored perfume consumption behaviors and fragrance sensibility attitude according to perfume involvement level. Data were collected by surveying 241 female college students who are recognized as a core consumer group for perfume products in Korea. The collected data were analyzed thr...
This research explored perfume consumption behaviors and fragrance sensibility attitude according to perfume involvement level. Data were collected by surveying 241 female college students who are recognized as a core consumer group for perfume products in Korea. The collected data were analyzed through descriptive analysis, factor analysis, and t-test. In results, 241 respondents were classified into 2 groups with respect to perfume involvement. Group difference was found in some of consumption behaviors and fragrance sensibility attitude. Specifically, the high involvement group used more often and spent more money on perfume, than did the low involvement group. Also, people highly involved with perfume shopped more often in perfume specialty stores, considering smelling test as the more important information source than did people in the low involvement group. Young females most liked delightful and young sensibility of perfume fragrance while they disliked stimulating and strong fragrance. People in the high involvement group preferred sophisticated and modem feelings of perfume fragrance more than did people in the low involvement group. Based on results, product development and marketing implications were generated.
This research explored perfume consumption behaviors and fragrance sensibility attitude according to perfume involvement level. Data were collected by surveying 241 female college students who are recognized as a core consumer group for perfume products in Korea. The collected data were analyzed through descriptive analysis, factor analysis, and t-test. In results, 241 respondents were classified into 2 groups with respect to perfume involvement. Group difference was found in some of consumption behaviors and fragrance sensibility attitude. Specifically, the high involvement group used more often and spent more money on perfume, than did the low involvement group. Also, people highly involved with perfume shopped more often in perfume specialty stores, considering smelling test as the more important information source than did people in the low involvement group. Young females most liked delightful and young sensibility of perfume fragrance while they disliked stimulating and strong fragrance. People in the high involvement group preferred sophisticated and modem feelings of perfume fragrance more than did people in the low involvement group. Based on results, product development and marketing implications were generated.
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문제 정의
The study results may be meaningful for perfume makers and market ers who want to better serve Korean young female perfume consumers. Objective of this research is to explore perfume consumption behaviors and fragrance sensibility attitude of female college students according to perfume involvement levels.
제안 방법
In future research, a wider range of consumers should be further investigated. Also, survey method was used for data collection in this study. Smelling experimental approaches would be useful fbr future research focusing on fragrance sensibility issues.
An exploratory factor analysis was applied to fig ure out whether 10 question items measuring per fume involvement could explain well perfume involvement(Table 1). In results, only one factor was generated with factor loadings ranged from 0.
A total of 300 ques tionnaires were distributed to a convenient sample; and data from 241 respondents were submitted to analysis, excluding data of 59 respondents who did not provide answers to more than one third of ques tions. Questionnaire was developed based on previ ous research and focus group interviews that were conducted with 15 female college students as a pilot study. Data were analyzed through descriptive statis tics, lector analysis, cross- tabulation and t-Test.
Data were collected by surveying 241 female col lege students in two universities in Daegu and Busan. Survey method was selected to assess fragrance sensi bility attitude toward a wide range of perfume scents since o이y a few perfume scents could be assessed through an experimental setting. A total of 300 ques tionnaires were distributed to a convenient sample; and data from 241 respondents were submitted to analysis, excluding data of 59 respondents who did not provide answers to more than one third of ques tions.
To explore perfiime consumption status of female college students, number of perfume possessed, use frequency, total amount of money spent on perfume, and place fbr perfume shopping were examined (Table 2). Differences of perfume involvement groups were found in the all items indicated above.
대상 데이터
A total of 241 respondents for this study were female college students, including 43 freshmen, 76 sophomores, 64 j니niors, and 58 seniors. Majors of respondents were distributed from Business(N=49), Liberal Arts/Social Science(N=29), Natural Science (N=48), Engineering(N=4), Art(N=95) to Others(N =16).
Data were collected by surveying 241 female col lege students in two universities in Daegu and Busan. Survey method was selected to assess fragrance sensi bility attitude toward a wide range of perfume scents since o이y a few perfume scents could be assessed through an experimental setting.
데이터처리
Questionnaire was developed based on previ ous research and focus group interviews that were conducted with 15 female college students as a pilot study. Data were analyzed through descriptive statis tics, lector analysis, cross- tabulation and t-Test.
성능/효과
In addition, respondents considered price, brand and bottle design, respectively, as important product attributes. Although respondents considered scent and price as important attributes without regard to perfiime involvement level, people in the high involve ment group thought brand more significantly than did people in the low involvement group(p<.05). This result indicates the prior research(Hahn et al.
후속연구
Study results may contribute to the enhancement of understandings on Korean perfume users, espe cially young females who are considered as core con sumers of perfume in Korea. As perfume market share is rapidly growing in the Korean cosmetics market, exploration of consumption behaviors and perfume fragrance preferences would provide valu able information for domestic as well as international perfume makers and marketers.
Studying perfume consumption behaviors and fragrance sensibility attitude of young females would be valuable to enhance understand ings on Korean perfume market. The study results may be meaningful for perfume makers and market ers who want to better serve Korean young female perfume consumers. Objective of this research is to explore perfume consumption behaviors and fragrance sensibility attitude of female college students according to perfume involvement levels.
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