硏究論文(연구논문) : 유행선도력과 외모관심도에 따른 추구혜택 및 화장행동 비교
분야
자연과학 > 가정
저자
배은정 ( Eun Jung Bae ) , 성희원 ( Hee Won Sung )
발행기관
한국패션비즈니스학회
간행물정보
패션비즈니스 2013년, 제17권 제4호, 107~123페이지(총17페이지)
파일형식
1k901277.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    This study identified market segments by fashion leadership and appearance interest and compared each group in clothing benefits and makeup benefits pursued as well as makeup behaviors. The data were collected from 20~30 women during September, 2012, and a total of 302 surveys were analyzed. About 46.5% was in their twenties, and more than 39% was students and 35.4% was office workers. Findings were as follows. First, according to fashion leadership and appearance interest, three groups were identified, fashion leader group, appearance interest group, and uninterested group. Second, uninterested group showed the oldest average age among three groups. Fashion leader group showed the higher proportion of students and professional. Third, fashion leader group showed the highest mean score of self-esteem, while uninterested group showed the lowest level. Fourth, fashion leader group pursued attractive body image, social benefit, and individuality for clothing benefits, while uninterested group valued convenience. Fifth, with respect to makeup benefits pursued, fashion leader group presented a high level of esthetic, self-confidence, and functional pursuit, whereas uninterested group showed the opposite. Sixth, respondents tended to depend on internet most as cosmetic information sources, followed by family/friends, and magazine in order. Implications for cosmetic business were provided.
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