중년여성의 상표전환동기에 따른 기능성화장품 구매태도 연구

In order to understand the purchase attitude toward functional cosmetics in accordance with the middle-aged women's motivation for brand-switching, this study distributed 495 questionnaires to the middle-aged women in their 40-59 year old residing in the capital area from February 13th 2017 to March 12th 2017, and then collected 488 questionnaires as valid samples for the final analysis. Using SPSS 18.0 Statistical Program for the collected data, the frequency analysis, factor analysis, reliability analysis, cluster analysis, cross-tabulation analysis, and ANOVA were conducted while also performing Scheffe-test as a post test. The results of this study could be summarized like below. First, in the general characteristics of the subjects, among total 488 subjects, there were the highest percentages of women in their 40s, graduation of high school or lower as academic background, others & sales position as occupation, less than 3million won for monthly average family income, department store as main place for purchase, surrounding people as main information source, 6-7 days a week as the average number of use per week, less than 50,000won as average cost spent each time, and once in six months as purchase period(month). Second, in the results of factor analysis to understand the dimension of motivation for brand-switching, total five factors were extracted like mass media-centeredness, trend-centeredness, product attribute-centeredness, accessibility-centeredness, and promotion-centeredness. Also, in the results of classifying the group of the middle-aged women based on the five factors of motivation for brand-switching, total three-types of cluster were set up such as other brands indifference-type, product attribute centered-type, and shop service centered-type. Third, in the results of examining differences in place for purchasing functional cosmetics in accordance with particular groups of motivation for brand-switching, all the purchase places showed statistically significant differences except for door-to-door sale. Fourth, in the results of examining differences in information source of functional cosmetics in accordance with groups of motivation for brand-switching, information sources except for sales staff showed statistically significant differences, Fifth, in the results of examining differences in satisfaction after purchasing functional cosmetics in accordance with groups of motivation for brand-switching, the skin suitability, free gift/coupon/ mileage benefits, salesperson's knowledge about cosmetics, and shop service showed statistically significant differences.