연령에 따른 여성의 가치의식이 화장품 쇼핑성향에 미치는 영향

The Effects of Value Consciousness by Age on Cosmetics Shopping Orientation in Women

This study attempted to determine the effects of women’s value consciousness by age on cosmetics shopping orientation. For this, a questionnaire survey was conducted among women in their 20-50s living in Busan and Gyeongnam. The collected data were analyzed using SPSS 20.0. Then, reliability analysis, one-way ANOVA, multiple regression analysis and analysis of scale reliability were performed using Cronbach’s alpha. The results found the following: Materialistic and esthetic consciousness prevailed in women in their 20s. For women in their 30s, an impulsive shopping orientation was strong among those with consciousness of other people while self-esteem, loyalty, store exploration and planned shopping orientation were found among consumers with higher self-esteem. For consumers in their 20-30s, coherent shopping orientation was observed among those with a consciousness of other people. For consumers in their 40s, impulsive and other-conscious shopping orientation was strong among those with materialistic consciousness. Among the consumers with esthetic consciousness, in contrast, planned shopping orientation was observed. In fact, planned shopping orientation was weak among those with materialistic consciousness. For women in their 50s, lastly, impulsive and store-exploratory shopping orientation was strong among those with esthetic consciousness. Among the consumers with materialistic consciousness, on the contrary, planned shopping orientation was low, showing the same results as consumers in their 40s.