The purposes of this study were to investigate consumer characteristics and marketing variables in low price cosmetic buying behavior and, to make basic suggestions date to marketers in low price cosmetics. So that, to investigate the main and interac...
The purposes of this study were to investigate consumer characteristics and marketing variables in low price cosmetic buying behavior and, to make basic suggestions date to marketers in low price cosmetics. So that, to investigate the main and interact effect of the consumer characteristics(perceived shopping value, perceived risk, variety seeking behavior) and marketing stimulus variables (retailing factors' environment, sailer service, assortment of products, quality and price, sale promotion) to the low price cosmetic buying behavior(satisfaction, trust, information by word of mouth , repurchasing behavior).
For this study , data was collected during October 30- November 9, 2007 to used questionnaire. The subject of this study were 600 female university students who live in Gwang-ju city and have been bought about low price cosmetic. SPSS for Window 12.0 Statistics Package using the 531 date and also tool were applied to account for the mentioned, hypothesis, factor analysis, correlation, regression analysis, two-way ANOBA, t-test.
The results were as follows;
1. The perceived shopping value was divided by hedonic value, utilitarian shopping value and it positively influenced low pried cosmetics buying behavior(P<.001). The hedonic value was more effected than utilitarian shopping value to satisfaction, information by word of mouth , repurchasing behavior. But, utilitarian shopping value was more effected than hedonic value to trust.
2. The perceived risk was divided by physical risk, social and psychological risk, financial risk and it negatively influenced low pried cosmetics buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior(P<.001).
3. The variety seeking behavior positively influenced low pried cosmetics buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior(P<.001). In particular variety seeking behavior most influenced to satisfaction.
4. As verifying effect of interaction between perceived shopping value and perceived risk on the low price cosmetic buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior(P<.001).
5. As verifying did not effect of interaction between perceived shopping value and variety seeking behavior on the low price cosmetic buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior.
6. As verifying did not effect of interaction between perceived risk and variety seeking behavior on the low price cosmetic buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior.
7. The marketing stimulus variables significantly influenced low pried cosmetics buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior(P<.001).
8. As verifying did not effect of interaction between marketing stimulus variables and perceived shopping value on the low price cosmetic buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior.
9. As verifying did not effect of interaction between marketing stimulus variables and perceived risk on the low price cosmetic buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior.
10. As verifying did not effect the interaction between marketing stimulus variables and variety seeking behavior on the low price cosmetic buying behavior that satisfaction, trust, information by word of mouth , repurchasing behavior.