초록 close

대한 전체분산의 설명력은 64.114%로 나타났다. 요인별 고유치와 전체변량 중의 백분율을 살펴보면, 정책적 서비스(고유치: 5.831, 전체변량: 27.765)가 가장 높게 나타났고, 다음은 인적 서비스(고유치: 1.981, 전체변량: 9.434), 쇼핑편의 서비스(고유치: 1.875, 전체변량: 8.926), 상품 가격(고유치: 1.447, 전체변량: 6.892), 상품 구성(고유치: 1.228, 전체변량: 5.847), 디스플레이(고유치: 1.102, 전체변량: 5.250) 순으로 나타났다.6개 요인별 신뢰도를 검증하기 위하여 Cronbach's 신뢰도 검증방법을 사용하였다. 분석결과는 모든 요인이 계수 0.6 이상으로 만족할만하였다.


The purpose of this study was to investigate the differences in the cosmetic purchasing behavior influenced by make-up preference images, and the orders of importance in the cosmetic store selection. The questionnaires were given to female residents in the ages between 20∼45 in Seoul and Kyung-gi province. 322 questionnaires were used for data analysis. The collected data were analyzed by using SPSS 10.0 software with various techniques such as Frequency analysis, Factor analysis, Cronbach's reliability analysis, Paired t-test, ANOVA test and Duncan test.The results of this study were as follows:1. After investigating how the make-up preference image influences the selection of the off-line cosmetic store, it was found out that the personal service, shopping convenience, and product composition had significant differences.2. After investigating how the make-up preference image influences the selection of the on-line cosmetic store, it was found out that only the product composition had significant difference.3. After studying the factors that influence the off-line cosmetic store selection, it was found that the personal service was considered most important. After studying the factors that influence the on-line cosmetic store selection, it was found that the price was considered most important.