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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.16 no.10, 2018년, pp.465 - 477
한유리 (건국대학교 산업대학원 향장학과) , 김민경 (건국대학교 교육대학원 미용교육학과) , 리순화 (건국대학교 교육대학원 미용교육)
본 연구는 20-50대 여성 311명을 대상으로 피부인식이 세안제 구매행동 및 구매성향에 미치는 영향을 연구하고자 피부인식을 중요도, 관심도, 만족도로, 구매성향을 충동구매형, 브랜드의존형, 계획구매형으로 하위요인을 구성하여 설문조사를 통하여 분석하였다. 피부인식에서 관심도가 높은 그룹이 세안시간이 길었으며 피부지식도가 낮은 그룹은 구매정보를 주변으로부터, 높은 그룹은 인터넷에서 얻는 것으로 나타났다. 구매성향에서 피부관심도가 높은 여성들은 충동구매형과 계획구매형 성향이 강하고 피부중요도가 높은 여성은 충동구매형 성향이 낮은 것으로 나타났다. 결론적으로 피부 관심도, 중요도 인식이 세안제 구매행동 및 구매성향에 영향을 미치기 때문에 고객의 피부인식을 파악하여 세안제 마케팅에 적용하는 것이 필요할 것으로 사료된다.
The purpose of this study is how it affect them what the effect of skin recognition on the purchasing behavior and propensity to buy facial cleanser in 311 women in their 20s and 50s. This study analyzed by importance, interest, and satisfaction of skin recognition, and type of impulse buying, type ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
세안이란? | 세안은 피부 표면에 부착되어 있는 피지, 땀, 각질 등으로 인한 노폐물이나 공기 중의 먼지, 메이크업 잔여물을 제거하는 과정이다[19]. 자외선에 의하여 피지와 메이크업 잔여물이 공기 중에서 산화하여 과산화지질이 되는데 오랜 시간 방치되면 피부노화를 촉진시키는 원인이 된다[20]. | |
외모가 개인에게 미치는 영향은 무엇인가? | 외모는 대인관계에서 첫 대면 시 인상형성에 중요한 역할을 하며 자기 확립과 발전에 중요한 요소로 개인 생활에 많은 영향을 미치게 된다[15]. 따라서 외모 향상은 자신이 목표로 하는 다양한 욕구를 동시에 충족시키고 자아 존중감과 자기애를 높일 수 있다는 점에서 더욱 큰의미를 갖는다[16]. | |
세안을 해야하는 이유는? | 이처럼 깨끗하고 건강한 피부를 위한 피부관리의 첫단계는 세안이다. 피부가 유해산소, 미세먼지 등 환경오 염에 항시 노출되어 있고 피부 자체가 분비하는 땀, 피지, 각질과 잦은 메이크업에 오염되면 피부는 본연의 기능을 잃어버리게 된다[9]. 건강한 피부는 유·수분의 균형을 맞추고 자외선, 바람 등과 같은 외부 환경으로부터 피부를 보호하여 외부자극에 저항성을 갖게 해야 한다[10]. |
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