여성의 연령별 가치의식이 화장품 브랜드태도에 미치는 영향 (A Study of Effects of Women’s Value Consciousness on their Attitude towards Cosmetics Brands)

서지정보

· 발행기관 : 한국인체미용예술학회
· 수록지 정보 : 한국인체미용예술학회지 / 15권 / 2호 / 181 ~ 200페이지
· 저자명 : 이나겸, 박옥련

초록

To figure out the effects of women's value consciousness on their attitude towards cosmetics brands by age, a questionnaire survey was conducted amongst women in their 20s to 50s. A total of 630 surveys were collected and used for statistical analysis. The questionnaire was structured in a 5-point Likert scale format, and SPSS 20.0 was used for data analysis. For value consciousness, the following five factors were derived: social status, self-esteem, materialism, social awareness, and pursuit of aesthetics. In terms of attitude towards cosmetics brands bottle design, function, price, brand name, and ingredient stability were obtained. Among the respondents in their 20s, 'social awareness' was high in 'bottle design ,'price,' and brand name.' Among those in their 30s, 'social awareness' was high in 'bottle design,' and 'brand name,' In those in their 40s, in 'function.' Among the women in their 50s, 'social awareness' and 'pursuit of aesthetics' were high in 'bottle design,' and 'pursuit of aesthetics' was only high in 'function,''brand name,' and 'ingredient stability.' The above result revealed that the consumption propensity between those in their 20s and 30s was not very different. In addition, those in their 40s and 50s were interested in whitening, wrinkle-care, and skin elasticity-related ingredients, showing a stronger desire to make themselves more attractive more attractive than those in other age groups. This study attempted to help female consumers shop wisely and provide companies with basic data for a brand and marketing strategy after investigating the effects of women's value consciousness on their attitude towards cosmetics brands.

영어초록

To figure out the effects of women's value consciousness on their attitude towards cosmetics brands by age, a questionnaire survey was conducted amongst women in their 20s to 50s. A total of 630 surveys were collected and used for statistical analysis. The questionnaire was structured in a 5-point Likert scale format, and SPSS 20.0 was used for data analysis. For value consciousness, the following five factors were derived: social status, self-esteem, materialism, social awareness, and pursuit of aesthetics. In terms of attitude towards cosmetics brands bottle design, function, price, brand name, and ingredient stability were obtained. Among the respondents in their 20s, 'social awareness' was high in 'bottle design ,'price,' and brand name.' Among those in their 30s, 'social awareness' was high in 'bottle design,' and 'brand name,' In those in their 40s, in 'function.' Among the women in their 50s, 'social awareness' and 'pursuit of aesthetics' were high in 'bottle design,' and 'pursuit of aesthetics' was only high in 'function,''brand name,' and 'ingredient stability.' The above result revealed that the consumption propensity between those in their 20s and 30s was not very different. In addition, those in their 40s and 50s were interested in whitening, wrinkle-care, and skin elasticity-related ingredients, showing a stronger desire to make themselves more attractive more attractive than those in other age groups. This study attempted to help female consumers shop wisely and provide companies with basic data for a brand and marketing strategy after investigating the effects of women's value consciousness on their attitude towards cosmetics brands.

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