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한국미용학회> 한국미용학회지> 화장품의 인터넷 쇼핑몰 이용실태가 소비자 신뢰도, 이용도 및 구매의사에 미치는 영향

KCI등재

화장품의 인터넷 쇼핑몰 이용실태가 소비자 신뢰도, 이용도 및 구매의사에 미치는 영향

Effects on Customer’s Reliability, Utilization and Purchase Intention of Using Actual Situation of Cosmetic’s Internet Shopping Mall

신지유 ( Ji-yu Shin ) , 최화정 ( Hwa-jung Choi )
  • : 한국미용학회
  • : 한국미용학회지 28권2호
  • : 연속간행물
  • : 2022년 04월
  • : 239-248(10pages)
한국미용학회지

DOI


목차

Ⅰ. 서 론
Ⅱ. 이론적 배경
Ⅲ. 내용 및 방법
Ⅳ. 결과 및 고찰
Ⅴ. 결 론
References

키워드 보기


초록 보기

This study was studied to analyze significant difference of reliability of online information, utilization of internet shopping mall and cosmetic’s purchase intention of customer according to general characteristics or actual situation of usage of internet shopping mall. The 416 survey were analyzed using the statistical package (SPSS WIN 21.0). As the results, women was 73.6%, 30 age was 42.5%, final education of university was 74.8% and official worker was 32.6%. Subjects using internet of ≥5 hours per day was 22.8% and subjects showing using frequency of 1-3 times per day in cosmetic’s internet shopping mall were 37.3%. In analysis on reliability of online information, utilization of internet shopping mall and cosmetic’s purchase intention of customer according to general characteristics, reliability of online information didn’t significant difference with general characteristics but the utilization of internet shopping mall and cosmetic’s purchase intention of customer showed significant difference with general characteristics exhibiting high utilization of internet shopping mall of ≤20 age (p<0.05 and p<0.01). In analysis on reliability of online information, utilization of internet shopping mall and cosmetic’s purchase intention of customer according to actual situation of usage of internet shopping mall, reliability of online information showed significant difference with cosmetic’s purchasing price through internet during month (p<0.05). Also, utilization of internet shopping mall according to actual situation of usage of internet shopping mall showed significant difference with searching prequency and cosmetic’s purchasing rate through internet among the total cosmetic’s purchasing price. Finally, cosmetic’s purchase intention of customer according to actual situation of usage of internet shopping mall showed significant difference with internet usage per day, searching frequency of internet shopping mall, purchasing price and purchasing rate through internet shopping mall (p<0.05, p<0.01 and p<0.001). Therefore, these results will be apply cosmetic’s marketing plan.

UCI(KEPA)

간행물정보

  • : 자연과학분야  > 가정
  • : KCI등재
  • :
  • : 격월
  • : 1229-4349
  • : 2765-5881
  • : 학술지
  • : 연속간행물
  • : 1995-2022
  • : 2510


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KCI등재

1미용종사자의 여가활동이 매출증대와 장기근속에 미치는 영향

저자 : 주은솔 ( Eun-sol Ju ) , 박은준 ( Eun-jun Park )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 185-193 (9 pages)

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With the advent of the beauty industry, social awareness is higher than in the past, more systematic and more commercialized. Research is being actively researched to reduce turnover in the beauty industry where human management of workers is important. This study tries to find out how extra leisure time for hairdressers affects sales growth and long-term service. The study was conducted on 458 central hairdressers in Seoul and other areas. Brief summary of the research results is as follows. The collected data used the SPSS 22.0 program through data coding and data cleaning. As a result of each dimension of leisure activities, sales growth, and long-term service, In leisure activities, two factors were derived: autonomy and efficiency. There are three factors for increasing sales: admission, scarcity, and realism. Two factors were derived for long-term service: non-conformity and regulatoryity. A Study on the Effects of Leisure Activity on Long-Term Roots Admission is in order of efficiency and autonomy of leisure activities. The reality is autonomy and efficiency in order of relevant definition of the influence and leisure activities. Scarcity affects the autonomy of leisure activities. It has been shown that efficiency is not affected. A Study on the Effects of Leisure Activity on Long-Term Roots Vision affects justice in the order of efficiency and autonomy of leisure activities. Compliance affects the autonomy of leisure activities. It did not affect efficiency. The result of this research is reduced turnover intention was for care workers to the increased sense of job satisfaction, and will lead to long-term returns is to be increased. Will, and sales have increased.

KCI등재

2헤어살롱의 서비스품질과 지각된 가치 및 구전의도의 관계

저자 : 최재영 ( Jae-yeong Choi ) , 박은준 ( Eun-jun Park )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 194-203 (10 pages)

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In modern society, it is important to manage the external image. As a result, as the beauty-related service industry develops, so does the beauty salon. However, the overload of hair salons and the competition between hair salons is overheating. As a result, beauty salons must increase their satisfaction with high service quality to their customers for effective store development. We conducted a survey to see how the perceived value of customer service affects customers' word of mouth, and analyzed using 579 valid questionnaires, selecting consumers who use beauty salons in Daegu and Gyeongbuk. As a result of the analysis there was no problem in factor analysis reliability to verify the validity of service quality and the perceived value of word of mouth, and regression analysis on the impact of service quality on perceived value was not a problem. The intention of the word of mouth had an impact. Has confirmed. In addition, the results of regression analysis on the effect of perceived value on word of mouth were also found to have a significant effect. In conclusion, As the perceived value of service to customers increases, beauty salons influence the customer's word of mouth intentions. Therefore, personal and beauty salons are providing marketing materials for business development by researching ways to improve service and increase value. There is a purpose.

KCI등재

320-30대 남성의 외모관심도와 반영구 화장 인식 및 만족도의 상관관계

저자 : 송민주 ( Min-ju Song ) , 김선형 ( Sun-hyoung Kim )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 204-215 (12 pages)

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This study attempted to investigate correlations between appearance interest and perception and satisfaction with semi-permanent makeup against adult men in their 20-30s to provide basic data needed to develop marketing strategies which are useful in responding to semipermanent makeup markets for men. The results found the followings: In appearance interest, self-expression, appearance management and other orientation revealed a positive correlation with perception of semi-permanent makeup with statistical significance. They also had a positive correlation with physical factors, human services and retreatment intention with statistical significance. In addition, perception of semi-permanent makeup revealed a positive correlation with physical factors, human services and retreatment intention with statistical significance. As appearance management and other orientation increased, perception of semi-permanent makeup also rose. As appearance management, other orientation and self-expression were higher, physical factors and retreatment intention also increased. Furthermore, as self-expression and appearance management increased, satisfaction with human services improved. Furthermore, as perception of semi-permanent makeup increased, physical factors, retreatment intention and satisfaction with human services improved.

KCI등재

4미용사의 다차원적 완벽주의와 반복사고가 직무스트레스에 미치는 영향

저자 : 안은수 ( Eun-su An ) , 진용미 ( Yong-mi Jin )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 216-225 (10 pages)

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In this study, a total of 341 questionnaires were used to analyze the effect of hairdressers' multidimensional perfectionism and repetitive thinking on job performance through SPSS 21.0. The results of the survey are as follows. First, Multidimensional perfectionism (Selforiented, Other-oriented, and Social imposition) appeared in three dimensions, Repetitive thought (Abstract, Specific) appeared in two dimensions, and Job stress (Education, Physical, Economy, work, Psychological) appeared in five dimensions. Second, hairdressers' perfectionism had a partial positive (+) effect on job stress, abstract repetitive thought of repetitive accidents had a positive (+) effect on job stress, and specific repetitive thought had a negative (-) effect on job stress. Summarizing the above, relieving rigid beliefs about the courage and overly high goals of hairdressers to accept the inferiority complex will help reduce work stress. This study is expected to be used as basic data for relieving job stress, and research is expected to be conducted by subdividing various variables and age groups in the future.

KCI등재

5중국 전지역 20~30대 여성들의 전자상거래 생방송 특성이 뷰티제품 구매의도에 미치는 영향

저자 : 응교몽 ( Qiao-meng Ying ) , 김경란 ( Kyeong-ran Kim )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 226-232 (7 pages)

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This study is based on women in their 20s and 30s who had purchased beauty products in Chinese e-commerce live broadcast. In order to verify the impact of live broadcast characteristics on the intention of buying beauty products, the survey was conducted using WeChat, Wenjuanxing Program from April 25 to May 20, 2021, and 572 research subjects were analyzed. And the data analysis was conducted by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability identification, technical statistical analysis, correlation analysis, and multiple regression analysis. The results of the study were as follows: The participants were mostly unmarried, bachelors and professionals aged 20 to 25. In terms of the characteristics of e-commerce live broadcast, the three factors with higher average scores are: 3.78 points for service, 3.68 points for interaction, and 3.65 points for intention to buy beauty products. The purchase intention of beauty products reflects that the interaction of e-commerce live broadcast characteristics, the relationship between service and positive(+), interaction and service have an important influence on the purchase intention of beauty products. This proves that the higher the service and interactivity of the live broadcast feature, the higher the intention and relevance of buying beauty products, and it will have a positive impact. The characteristics of e-commerce live broadcasts provide an effective service marketing strategy for attracting Chinese women to buy beauty products.

KCI등재

6식물성 지방산과 에센셜 오일로 제조한 수제 액체 비누의 노인의 발 피부에 미치는 영향

저자 : 구미영 ( Mi-young Gu ) , 오수연 ( Soo-yean Oh ) , 최화정 ( Hwa-jung Choi )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 233-238 (6 pages)

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We purposed to analyze the effect of liquid soap manufactured by hand on corneous, moisture, oil and pH changes of foot skin in 12 elderly (≥65 age). The elderly were 12 persons using elderly community center in Ulju-Gun. The foot skin were diagnosed by a ARM PRO 100 device, measuring corneous, moisture, oil and pH of foot skin. The data were analyzed by independent two sample t-test and paired t-test. The liquid soap manufactured with plant fatty acid (Coconut oil, caster oil and lim oil), four essential oils and etc. We applied them on left foot skin (experimental) one time per day for 4 weeks. The right foot skin applied water as a control. As the results, application of the liquid soap on 12 elderly decreased corneous amount and increased moisture content significantly. Furthermore, the application of the liquid soap on 12 elderly didn't change oil content and pH change. Therefore, the liquid soap is considered as a form of foot skin wash that is suitable for foot skin care.

KCI등재

7화장품의 인터넷 쇼핑몰 이용실태가 소비자 신뢰도, 이용도 및 구매의사에 미치는 영향

저자 : 신지유 ( Ji-yu Shin ) , 최화정 ( Hwa-jung Choi )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 239-248 (10 pages)

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This study was studied to analyze significant difference of reliability of online information, utilization of internet shopping mall and cosmetic's purchase intention of customer according to general characteristics or actual situation of usage of internet shopping mall. The 416 survey were analyzed using the statistical package (SPSS WIN 21.0). As the results, women was 73.6%, 30 age was 42.5%, final education of university was 74.8% and official worker was 32.6%. Subjects using internet of ≥5 hours per day was 22.8% and subjects showing using frequency of 1-3 times per day in cosmetic's internet shopping mall were 37.3%. In analysis on reliability of online information, utilization of internet shopping mall and cosmetic's purchase intention of customer according to general characteristics, reliability of online information didn't significant difference with general characteristics but the utilization of internet shopping mall and cosmetic's purchase intention of customer showed significant difference with general characteristics exhibiting high utilization of internet shopping mall of ≤20 age (p<0.05 and p<0.01). In analysis on reliability of online information, utilization of internet shopping mall and cosmetic's purchase intention of customer according to actual situation of usage of internet shopping mall, reliability of online information showed significant difference with cosmetic's purchasing price through internet during month (p<0.05). Also, utilization of internet shopping mall according to actual situation of usage of internet shopping mall showed significant difference with searching prequency and cosmetic's purchasing rate through internet among the total cosmetic's purchasing price. Finally, cosmetic's purchase intention of customer according to actual situation of usage of internet shopping mall showed significant difference with internet usage per day, searching frequency of internet shopping mall, purchasing price and purchasing rate through internet shopping mall (p<0.05, p<0.01 and p<0.001). Therefore, these results will be apply cosmetic's marketing plan.

KCI등재

8악녀 및 마녀 이미지 캐릭터 메이크업의 미적 특성 -영화 '수어사이드 스쿼드'의 사례를 중심으로-

저자 : 한소민 ( So-min Han ) , 한수연 ( Soo-yeon Hahn )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 249-259 (11 pages)

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David Ayer's (2016), a fantasy genre movie based on DC comics, won 89th academy award for best makeup and hair styling, and received attention for the creative makeup by production crew. The Villainess and Witch in the movie are depicted as independent characters who maximize their role as women with their charm, rather than figures that good-hearted leading character should stand against. The purpose of this study is to identify images of Villainess and Witch focusing on Harley Quinn and Enchantress in the movies and explore characteristics of the makeup and hair styling and their aesthetic qualities. It's expected to see this study will understand importance in image making and makeup in playing characters and be helpful in coming up with design idea and providing basic data in future. Literature review with relevant articles and news reports and Internet information review with international news and YouTube were conducted. For case study, 57 pictures that captured scene of , especially close-up photos were chosen to analyze characteristics and aesthetics of the movie character makeup and hair styling. Harley Quinn, the Villainess showed various costume coordination in colors, jumper, dress, letter stockings, and accessories. Shapes and color variations were brought into her hair design. And her body makeup was airbrushed with some tattoos. She put on dramatic, colorful smoky makeup and tried nail arts in different colors, design and coordination. Enchantress, the Witch got tattoo and put on deep, impressive black smoky makeup with pink lips. And her body makeup, letter design makeup with ancient magic spells, and black color nails were used. Harley Quinn's makeup and aesthetic quality expresses aesthetics of reality and playfulness. She's well dressed up with proper coordination to show her social status as a doctor, but she put on natural makeup, wearing real prisoner's uniform when she was imprisoned. Once she transformed into Joker, excessive hair rollers, tattoo makeup and nail arts showed playfulness in terms of design. On the other hand, Enchantress aims to express aesthetics of surrealistic and playfulness. She put on surreal body makeup with oriental patterns, tattoo, accessories, body makeup with coordination, special effect witch's eyes. Plus, she styled with playful, over-sized hair accessories. When comparing two characters featured in the film in this study, it turned out Harley Quinn as Villainess has potential to show diversity. And the research findings indicate that makeup is important way in playing dual roles and the digital makeup with special effect has become prevalent.

KCI등재

930대 직장인 여성의 외모관리행동이 행복감을 매개로 자기결정성에 미치는 영향

저자 : 이나라 ( Na Ra Lee ) , 서현숙 ( Hyun Suk Seo ) , 황혜주 ( Hea-ju Hwang )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 260-270 (11 pages)

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To understand the mediating effects of happiness on the relation between appearance management behavior and self-determination of female workers in their 30s, this study conducted a survey for 34 days from August 5th to September 7th 2021. Using the SPSS v.23.0 Program for the data analysis, this study analyzed the Cronbach's α value to verify the reliability, and also conducted the correlation analysis, multiple regression analysis, and mediation regression analysis. First, the appearance management behavior had effects on happiness. Second, in the effects of appearance management behavior on self-determination, the appearance interest management of appearance management behavior had positive(+) effects on the relationship, and the appearance styling management of appearance management behavior had positive(+) effects on the competence, which verified the effects of appearance management behavior on selfdetermination. Third, in the effects of happiness on self-determination, the external happiness had effects on the relationship, and the internal happiness and external happiness in order had effects on the competence, which verified the effects of happiness on selfdetermination. Fourth, the mediating effects of happiness on the relation between appearance management behavior and selfdetermination were empirically verified. Based on such results of this study, the appearance management behavior would be needed for female workers in their 30s to enhance their self-determination, and the self-expression would increase the efficiency of psychological happiness, which would be helpful for marketing activities of the beauty industry in the future.

KCI등재

10미용서비스의 회복공정성 인식이 고객충성도에 미치는 영향 -회복만족의 매개효과를 중심으로-

저자 : 김한별 ( Han-byul Kim ) , 박은준 ( Eun-jun Park )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 271-280 (10 pages)

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The purpose of this study is to explore the influencing factors on customer loyalty in terms of service recovery in beauty service field. In a fiercely competitive environment, if a service failure fails to meet customer expectations and needs, what service recovery efforts can have an effective and positive effect on securing customer satisfaction and loyalty. To achieve the purpose of this study, the analysis was conducted based on the collected data of 271 consumers with experience using beauty services. As a result of the analysis, among the factors of recovery equities, the factors of handling equity and information equity showed a significant influence on recovery satisfaction. And service recovery satisfaction confirmed the role of service recovery as a mediator in the relationship between equity recognition and customer loyalty. This study is meaningful in that the equity of service recovery was set as an influence variable for customer loyalty. However, in order to expand the generalization of the results of this study, It seems necessary to balance the subjects and expand the influence variables in subsequent studies.

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KCI등재

1미용종사자의 여가활동이 매출증대와 장기근속에 미치는 영향

저자 : 주은솔 ( Eun-sol Ju ) , 박은준 ( Eun-jun Park )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 185-193 (9 pages)

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(기관인증 필요)

초록보기

With the advent of the beauty industry, social awareness is higher than in the past, more systematic and more commercialized. Research is being actively researched to reduce turnover in the beauty industry where human management of workers is important. This study tries to find out how extra leisure time for hairdressers affects sales growth and long-term service. The study was conducted on 458 central hairdressers in Seoul and other areas. Brief summary of the research results is as follows. The collected data used the SPSS 22.0 program through data coding and data cleaning. As a result of each dimension of leisure activities, sales growth, and long-term service, In leisure activities, two factors were derived: autonomy and efficiency. There are three factors for increasing sales: admission, scarcity, and realism. Two factors were derived for long-term service: non-conformity and regulatoryity. A Study on the Effects of Leisure Activity on Long-Term Roots Admission is in order of efficiency and autonomy of leisure activities. The reality is autonomy and efficiency in order of relevant definition of the influence and leisure activities. Scarcity affects the autonomy of leisure activities. It has been shown that efficiency is not affected. A Study on the Effects of Leisure Activity on Long-Term Roots Vision affects justice in the order of efficiency and autonomy of leisure activities. Compliance affects the autonomy of leisure activities. It did not affect efficiency. The result of this research is reduced turnover intention was for care workers to the increased sense of job satisfaction, and will lead to long-term returns is to be increased. Will, and sales have increased.

KCI등재

2헤어살롱의 서비스품질과 지각된 가치 및 구전의도의 관계

저자 : 최재영 ( Jae-yeong Choi ) , 박은준 ( Eun-jun Park )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 194-203 (10 pages)

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초록보기

In modern society, it is important to manage the external image. As a result, as the beauty-related service industry develops, so does the beauty salon. However, the overload of hair salons and the competition between hair salons is overheating. As a result, beauty salons must increase their satisfaction with high service quality to their customers for effective store development. We conducted a survey to see how the perceived value of customer service affects customers' word of mouth, and analyzed using 579 valid questionnaires, selecting consumers who use beauty salons in Daegu and Gyeongbuk. As a result of the analysis there was no problem in factor analysis reliability to verify the validity of service quality and the perceived value of word of mouth, and regression analysis on the impact of service quality on perceived value was not a problem. The intention of the word of mouth had an impact. Has confirmed. In addition, the results of regression analysis on the effect of perceived value on word of mouth were also found to have a significant effect. In conclusion, As the perceived value of service to customers increases, beauty salons influence the customer's word of mouth intentions. Therefore, personal and beauty salons are providing marketing materials for business development by researching ways to improve service and increase value. There is a purpose.

KCI등재

320-30대 남성의 외모관심도와 반영구 화장 인식 및 만족도의 상관관계

저자 : 송민주 ( Min-ju Song ) , 김선형 ( Sun-hyoung Kim )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 204-215 (12 pages)

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This study attempted to investigate correlations between appearance interest and perception and satisfaction with semi-permanent makeup against adult men in their 20-30s to provide basic data needed to develop marketing strategies which are useful in responding to semipermanent makeup markets for men. The results found the followings: In appearance interest, self-expression, appearance management and other orientation revealed a positive correlation with perception of semi-permanent makeup with statistical significance. They also had a positive correlation with physical factors, human services and retreatment intention with statistical significance. In addition, perception of semi-permanent makeup revealed a positive correlation with physical factors, human services and retreatment intention with statistical significance. As appearance management and other orientation increased, perception of semi-permanent makeup also rose. As appearance management, other orientation and self-expression were higher, physical factors and retreatment intention also increased. Furthermore, as self-expression and appearance management increased, satisfaction with human services improved. Furthermore, as perception of semi-permanent makeup increased, physical factors, retreatment intention and satisfaction with human services improved.

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4미용사의 다차원적 완벽주의와 반복사고가 직무스트레스에 미치는 영향

저자 : 안은수 ( Eun-su An ) , 진용미 ( Yong-mi Jin )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 216-225 (10 pages)

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In this study, a total of 341 questionnaires were used to analyze the effect of hairdressers' multidimensional perfectionism and repetitive thinking on job performance through SPSS 21.0. The results of the survey are as follows. First, Multidimensional perfectionism (Selforiented, Other-oriented, and Social imposition) appeared in three dimensions, Repetitive thought (Abstract, Specific) appeared in two dimensions, and Job stress (Education, Physical, Economy, work, Psychological) appeared in five dimensions. Second, hairdressers' perfectionism had a partial positive (+) effect on job stress, abstract repetitive thought of repetitive accidents had a positive (+) effect on job stress, and specific repetitive thought had a negative (-) effect on job stress. Summarizing the above, relieving rigid beliefs about the courage and overly high goals of hairdressers to accept the inferiority complex will help reduce work stress. This study is expected to be used as basic data for relieving job stress, and research is expected to be conducted by subdividing various variables and age groups in the future.

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5중국 전지역 20~30대 여성들의 전자상거래 생방송 특성이 뷰티제품 구매의도에 미치는 영향

저자 : 응교몽 ( Qiao-meng Ying ) , 김경란 ( Kyeong-ran Kim )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 226-232 (7 pages)

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This study is based on women in their 20s and 30s who had purchased beauty products in Chinese e-commerce live broadcast. In order to verify the impact of live broadcast characteristics on the intention of buying beauty products, the survey was conducted using WeChat, Wenjuanxing Program from April 25 to May 20, 2021, and 572 research subjects were analyzed. And the data analysis was conducted by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability identification, technical statistical analysis, correlation analysis, and multiple regression analysis. The results of the study were as follows: The participants were mostly unmarried, bachelors and professionals aged 20 to 25. In terms of the characteristics of e-commerce live broadcast, the three factors with higher average scores are: 3.78 points for service, 3.68 points for interaction, and 3.65 points for intention to buy beauty products. The purchase intention of beauty products reflects that the interaction of e-commerce live broadcast characteristics, the relationship between service and positive(+), interaction and service have an important influence on the purchase intention of beauty products. This proves that the higher the service and interactivity of the live broadcast feature, the higher the intention and relevance of buying beauty products, and it will have a positive impact. The characteristics of e-commerce live broadcasts provide an effective service marketing strategy for attracting Chinese women to buy beauty products.

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6식물성 지방산과 에센셜 오일로 제조한 수제 액체 비누의 노인의 발 피부에 미치는 영향

저자 : 구미영 ( Mi-young Gu ) , 오수연 ( Soo-yean Oh ) , 최화정 ( Hwa-jung Choi )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 233-238 (6 pages)

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We purposed to analyze the effect of liquid soap manufactured by hand on corneous, moisture, oil and pH changes of foot skin in 12 elderly (≥65 age). The elderly were 12 persons using elderly community center in Ulju-Gun. The foot skin were diagnosed by a ARM PRO 100 device, measuring corneous, moisture, oil and pH of foot skin. The data were analyzed by independent two sample t-test and paired t-test. The liquid soap manufactured with plant fatty acid (Coconut oil, caster oil and lim oil), four essential oils and etc. We applied them on left foot skin (experimental) one time per day for 4 weeks. The right foot skin applied water as a control. As the results, application of the liquid soap on 12 elderly decreased corneous amount and increased moisture content significantly. Furthermore, the application of the liquid soap on 12 elderly didn't change oil content and pH change. Therefore, the liquid soap is considered as a form of foot skin wash that is suitable for foot skin care.

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7화장품의 인터넷 쇼핑몰 이용실태가 소비자 신뢰도, 이용도 및 구매의사에 미치는 영향

저자 : 신지유 ( Ji-yu Shin ) , 최화정 ( Hwa-jung Choi )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 239-248 (10 pages)

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This study was studied to analyze significant difference of reliability of online information, utilization of internet shopping mall and cosmetic's purchase intention of customer according to general characteristics or actual situation of usage of internet shopping mall. The 416 survey were analyzed using the statistical package (SPSS WIN 21.0). As the results, women was 73.6%, 30 age was 42.5%, final education of university was 74.8% and official worker was 32.6%. Subjects using internet of ≥5 hours per day was 22.8% and subjects showing using frequency of 1-3 times per day in cosmetic's internet shopping mall were 37.3%. In analysis on reliability of online information, utilization of internet shopping mall and cosmetic's purchase intention of customer according to general characteristics, reliability of online information didn't significant difference with general characteristics but the utilization of internet shopping mall and cosmetic's purchase intention of customer showed significant difference with general characteristics exhibiting high utilization of internet shopping mall of ≤20 age (p<0.05 and p<0.01). In analysis on reliability of online information, utilization of internet shopping mall and cosmetic's purchase intention of customer according to actual situation of usage of internet shopping mall, reliability of online information showed significant difference with cosmetic's purchasing price through internet during month (p<0.05). Also, utilization of internet shopping mall according to actual situation of usage of internet shopping mall showed significant difference with searching prequency and cosmetic's purchasing rate through internet among the total cosmetic's purchasing price. Finally, cosmetic's purchase intention of customer according to actual situation of usage of internet shopping mall showed significant difference with internet usage per day, searching frequency of internet shopping mall, purchasing price and purchasing rate through internet shopping mall (p<0.05, p<0.01 and p<0.001). Therefore, these results will be apply cosmetic's marketing plan.

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8악녀 및 마녀 이미지 캐릭터 메이크업의 미적 특성 -영화 '수어사이드 스쿼드'의 사례를 중심으로-

저자 : 한소민 ( So-min Han ) , 한수연 ( Soo-yeon Hahn )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 249-259 (11 pages)

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David Ayer's (2016), a fantasy genre movie based on DC comics, won 89th academy award for best makeup and hair styling, and received attention for the creative makeup by production crew. The Villainess and Witch in the movie are depicted as independent characters who maximize their role as women with their charm, rather than figures that good-hearted leading character should stand against. The purpose of this study is to identify images of Villainess and Witch focusing on Harley Quinn and Enchantress in the movies and explore characteristics of the makeup and hair styling and their aesthetic qualities. It's expected to see this study will understand importance in image making and makeup in playing characters and be helpful in coming up with design idea and providing basic data in future. Literature review with relevant articles and news reports and Internet information review with international news and YouTube were conducted. For case study, 57 pictures that captured scene of , especially close-up photos were chosen to analyze characteristics and aesthetics of the movie character makeup and hair styling. Harley Quinn, the Villainess showed various costume coordination in colors, jumper, dress, letter stockings, and accessories. Shapes and color variations were brought into her hair design. And her body makeup was airbrushed with some tattoos. She put on dramatic, colorful smoky makeup and tried nail arts in different colors, design and coordination. Enchantress, the Witch got tattoo and put on deep, impressive black smoky makeup with pink lips. And her body makeup, letter design makeup with ancient magic spells, and black color nails were used. Harley Quinn's makeup and aesthetic quality expresses aesthetics of reality and playfulness. She's well dressed up with proper coordination to show her social status as a doctor, but she put on natural makeup, wearing real prisoner's uniform when she was imprisoned. Once she transformed into Joker, excessive hair rollers, tattoo makeup and nail arts showed playfulness in terms of design. On the other hand, Enchantress aims to express aesthetics of surrealistic and playfulness. She put on surreal body makeup with oriental patterns, tattoo, accessories, body makeup with coordination, special effect witch's eyes. Plus, she styled with playful, over-sized hair accessories. When comparing two characters featured in the film in this study, it turned out Harley Quinn as Villainess has potential to show diversity. And the research findings indicate that makeup is important way in playing dual roles and the digital makeup with special effect has become prevalent.

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930대 직장인 여성의 외모관리행동이 행복감을 매개로 자기결정성에 미치는 영향

저자 : 이나라 ( Na Ra Lee ) , 서현숙 ( Hyun Suk Seo ) , 황혜주 ( Hea-ju Hwang )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 260-270 (11 pages)

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To understand the mediating effects of happiness on the relation between appearance management behavior and self-determination of female workers in their 30s, this study conducted a survey for 34 days from August 5th to September 7th 2021. Using the SPSS v.23.0 Program for the data analysis, this study analyzed the Cronbach's α value to verify the reliability, and also conducted the correlation analysis, multiple regression analysis, and mediation regression analysis. First, the appearance management behavior had effects on happiness. Second, in the effects of appearance management behavior on self-determination, the appearance interest management of appearance management behavior had positive(+) effects on the relationship, and the appearance styling management of appearance management behavior had positive(+) effects on the competence, which verified the effects of appearance management behavior on selfdetermination. Third, in the effects of happiness on self-determination, the external happiness had effects on the relationship, and the internal happiness and external happiness in order had effects on the competence, which verified the effects of happiness on selfdetermination. Fourth, the mediating effects of happiness on the relation between appearance management behavior and selfdetermination were empirically verified. Based on such results of this study, the appearance management behavior would be needed for female workers in their 30s to enhance their self-determination, and the self-expression would increase the efficiency of psychological happiness, which would be helpful for marketing activities of the beauty industry in the future.

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10미용서비스의 회복공정성 인식이 고객충성도에 미치는 영향 -회복만족의 매개효과를 중심으로-

저자 : 김한별 ( Han-byul Kim ) , 박은준 ( Eun-jun Park )

발행기관 : 한국미용학회 간행물 : 한국미용학회지 28권 2호 발행 연도 : 2022 페이지 : pp. 271-280 (10 pages)

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The purpose of this study is to explore the influencing factors on customer loyalty in terms of service recovery in beauty service field. In a fiercely competitive environment, if a service failure fails to meet customer expectations and needs, what service recovery efforts can have an effective and positive effect on securing customer satisfaction and loyalty. To achieve the purpose of this study, the analysis was conducted based on the collected data of 271 consumers with experience using beauty services. As a result of the analysis, among the factors of recovery equities, the factors of handling equity and information equity showed a significant influence on recovery satisfaction. And service recovery satisfaction confirmed the role of service recovery as a mediator in the relationship between equity recognition and customer loyalty. This study is meaningful in that the equity of service recovery was set as an influence variable for customer loyalty. However, in order to expand the generalization of the results of this study, It seems necessary to balance the subjects and expand the influence variables in subsequent studies.

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