마케팅 활동이 화장품 소비자의 구매행동에 미치는영향 = (The)Influence of Marketing Activity on the Purchase Behavior of Cosmetics Customers

다국어 초록 (Multilingual Abstract)

This study conducted questionnaire poll with 206 people with experiences of using cosmetics who live in Seoul and the metropolitan area so as to investigate the effect of how brand marketing influences customer's purchase behavior and loyalty and analyzed the result. The result of the study on the situation of cosmetics consumers' purchase behavior and image summarized like following. Generally the respondents said they purchased cosmetics which they mostly used at exclusive cosmetic shops, department stores and internet shopping malls and the main reasons why they used such places are convenience in purchasing, and sales clerk's kindness and attendant benefits are also quite important factors. The research said they obtained the information necessary to choose cosmetics from internet and also from sales clerk or TV. They considered most seriously quality of cosmetics when purchasing cosmetics and the design of container and prices are also seriously considered. The activity of price management among cosmetics brand marketing is not proceeded well, and stores to purchase cosmetics among strategies of cosmetics brand marketing is shown higher than average level. In the aspect of cosmetics brand image, the quality perceived by customers is evaluated higher than average level and the recognition and loyalty of cosmetics brand are pretty high. The association of cosmetics brand are a bit higher than average level but it is low level relatively. At such a situation, effect of how a part of brand marketing activities influences the brand image of cosmetics is not clear but lots of marketing activities influences its brand image; the quality perceived influence somewhat ambiguously purchase intention but other brand images influence customer intention; the effect of perceived quality and purchase behavior recognition in customer loyalty is a bit unclear but the influence of other brand images is considerable.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1.1. 소비자 구매행동의 정의 = 1
• 1.2. 소비자 구매행동 모델과 구매결정 과정 = 2
• 1.3. 소비자 구매행동의 유형과 관여도 = 4
• 1.4. 연구목적 = 5
• II. 연구방법 = 6
• 2.1 조사대상 = 6
• 2.2 자료분석 = 6
• 2.3 조사대상자의 인구통계학적 특성 = 6
• 2.4 측정도구의 타당성 및 신뢰도 검증 = 6
• 2.5 마케팅 활동이 구매행동에 미치는 영향 = 7
• Ⅲ. 연구결과 및 고찰 = 8
• 3.1 조사대상자의 인구통계학적 특성 = 8
• 3.2 측정도구의 타당성 및 신뢰도 검증 = 10
• 3.2.1. 마케팅 활동의 타당성 및 신뢰도 검증 = 11
• 3.2.2. 구매행동의 타당성 및 신뢰도 검증 = 13
• 3.3. 마케팅 활동이 구매행동에 미치는 영향 = 15
• 3.3.1. 마케팅 활동이 구매의도에 미치는 영향 = 15
• 3.3.2. 마케팅 활동이 구매충성도에 미치는 영향 = 16
• Ⅳ. 결론 = 17
• 참고문헌 = 19