Asian J Beauty Cosmetol. 2011; 9: 0.
The Difference of the satisfaction level according to the Shopping Orientation of Cosmeceuticals -focusing on whitening, sun screen, anti-aging cosmetics-
ABSTRACT
The purposes of this study were to analyse the factors of shopping orientation of cosmeceuticals,
to classify women consumers according to their shopping orientation of cosmeceuticals, and to investigate
the differences in the level of satisfaction with cosmeceuticals among the groups classified
according to their shopping orientation of cosmeceuticals. The study was implemented through a descriptive
survey method using a questionnaire. Subjects were 1258 women in their 20's-60's residing
in Seoul and Gyeonggi-do. The data were analyzed by factor analysis, cluster analysis, ANOVA,
Cronbach's α. The results of this study were as follows: 1)The shopping orientation of cosmeceuticals
consisted of five factors; the impulse buying, brand loyalty, product characteristics, depending
on information and planned purchase. 2)Respondents were classified into three groups according to
their shopping orientation toward cosmeceuticals: the “Brand and product charateristics oriented
shopper type," “resonable/enjoying shopping type," and “information oriented shopper type." 3)
Significant differences were found in the level of satisfaction with whitening, sunscreen and anti-aging
cosmetics according to consumer's shopping orientation toward cosmeceuticals.
Keywords :
shopping orientation of cosmeceuticals, satisfaction
