여대생의 미투 화장품에 대한 인식과 구매의 결정요인 = Perception and Purchase Determinants of Female College Students for Me-Too Cosmetics

다국어 초록 (Multilingual Abstract)

Me-Too products which are copied from brand-name products have recently appeared on various products group, and have become popular with consumers. In cosmetic industry, Me-Too products have been launched for cosmetic companies to be more competitive. In spite of this situation, this research concluded that related research should be needed because there is lack of study on Me-Too products. For this reason, we tried to find out purchase determinants and awareness about Me-Too cosmetics targeting female college students in their twenties. We have conducted a survey targeting 300 female college students in Cheong-Ju from May 11st 2015 through June 11st 2015, and made use of SPSS Windows 21.0 statistics program, for analysis with descriptive-statistics analysis, factor analysis, regression analysis and a chi-squared test. Conclusions based on the result of the study are as follows. First, female college students generally have positive awareness on Road-shop cosmetic brand. It showed especially high satisfaction in Shop accessibility and Discounts but low in Beauty service . Second, most of the female college students refer to blogs when purchasing cosmetics. Some female college students answered that information in the blogs, however, is subjective and unreliable since there are many bloggers who are being sponsored from cosmetic companies. Third, as s result of analyzing spending habit of female college students, it resulted the highest rank in Efficiency and the lowest rank in Impulsivity . With this result, we could find out that female college students prefer Me-Too products of competitive Road-shop brand to high price brand and tend to spend their money more reasonably than impulsively. Fourth, considering involvement of female college students, Involvement is the most influential factor among factors affecting Me-Too cosmetics selection. We can find that female college students consider cosmetics invaluable and necessary since the highest mean value appeared in a question : Cosmetics is valuable for me . Fifth, financial independence of female college students were mostly low. The higher their financial independence is, the more they spend their money on cosmetics.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 문헌고찰
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 결론 및 제언
• 참고문헌