소비자의 소비성향 및 제품선택속성이 네일스트립 제품의 소비행동에 미치는 영향

The Effects of Consumer’s Consumption Tendencies and Product Selction Attributes on Consumption Behavior in Nail Strip Products

This study attempted to investigate the causes of selective attributes in nail strip products through analysis of causality among consumption tendencies, product selection attributes and consumption behavior. The results found the following: First, according to the analysis of the consumption tendencies on nail strip products’ selection attributes, consumers’ impulsive and practical tendencies had a positive influence on internal factors with statistical significance while conspicuous and practical tendencies revealed a positive influence on external factors with statistical significance. Second, in terms of the effects of consumption tendencies on nail strip products’ consumption behavior, practical, impulsive and emotional tendencies had a positive influence on consumption behavior with statistical significance. Third, regarding the effects of selection attributes on consumption behavior, both internal and external factors revealed a positive influence with statistical significance. In other words, if consumption tendencies are understood and used in marketing strategies, sale strategies that can enhance advertising effects and consumers’ purchase desires could be explored. Furthermore, it’s anticipated that the study results would be available as basic marketing data for other products.