여성의 생활 방식과 화장품 광고유형에 따른 화장품 구매 요구도에 대한 연구

A study on the women’s recognition to the cosmetic Advertising

&nbsp;&nbsp;The purpose of this study is to understand sensitivity on cosmetic advertisement by women&quot;s life style need for buying cosmetics.<BR>&nbsp;&nbsp;A survey was conducted among a random sample of 147 over the age of 20 in Kangwon area and the questionaries were filled by themselves.<BR>&nbsp;&nbsp;To process the data, χ²-test was performed using SPSS, a statistics program, and logistic regression and discriminant analysis were carried out as well.<BR>&nbsp;&nbsp;All of statistical significance was at p&lt;.05, p&lt;.01 and the results are as follows.<BR>&nbsp;&nbsp;Hypothesis 1.‘As increasing the age, women&quot;s need for buying cosmetics will be increased.’ was accepted<BR>&nbsp;&nbsp;Hypothesis 2.‘As higher the socio-economical status, need for buying cosmetics will be increased.’ was accepted.<BR>&nbsp;&nbsp;Hypothesis 3.‘As higher the level of income, need for buying cosmetics will be increased.’ was accepted.<BR>&nbsp;&nbsp;Hypothesis 4.‘As higher the price of the cosmetics, need for buying cosmetics will be decreased.’ was not accetped.<BR>&nbsp;&nbsp;Hypothesis 5.‘As good on the function of cosmetics, need for buying cosmetics will be increased.’&quot; was be accepted.<BR>&nbsp;&nbsp;Hypothesis 6.‘The appearance of cosmetics are not related on cosmetics need.’ was accepted.<BR>&nbsp;&nbsp;Hypothesis 7.‘As higher reputation on cosmetics, cosmetic need will be increased’ was accepted.