炫耀性消费倾向对韩国化妆品购买行为的影响研究

发布时间：2019-05-22 19:56

【摘要】：本研究是以当今韩流热潮中喜欢韩国化妆品的中国女性消费者为调查对象,分析炫耀性消费倾向对韩国化妆品的购买行为和购买意愿产生的影响,通过了解目前中国市场上韩国化妆品日益多样化的现状分析,为韩国化妆品企业在以这些消费者为目标对象制定商品企划和差别化的市场营销战略时,提供可以灵活使用的基础资料。在2016年12月1日至2017年1月30日的两个月时间内,共发放420份调查问卷,收回410份。在收回的调查问卷中,除去无效问卷,最终共将377份问卷用于分析。笔者使用了 SPSS for windows 21.0对收集到的资料进行分析。通过研究,本文得出以下主要结论。韩国化妆品购买行为随着炫耀性消费倾向有差异;炫耀性消费倾向高的群体在'追求流行的购买行为'、'重视品牌名声的购买行为'、'有计划的购买行为'等三个方面比炫耀性消费倾向低的群体表现出更强烈的购买行为。韩国化妆品购买意愿也随着炫耀性消费倾向有差异。女消费者的炫耀性消费倾向对韩国化妆品购买行为、购买意愿有影响;炫耀性消费倾向越高,在韩国化妆品购买行为、购买意愿上越会显示出积极的态度。本研究的结果可以作为对喜爱韩国化妆品的中国女性的炫耀性消费倾向、韩国化妆品的购买行为、韩国化妆品的购买意愿进行分析时的资料使用,也可作为开发中国美容产品或市场战略的基础材料使用。还以如果将本研究资料用作韩国化妆品品牌进军中国市场时制定市场战略的基础材料,将会起到很大的帮助作用。
[Abstract]:The purpose of this study was to analyze the influence of conspicuous consumption tendency on the purchase behavior and willingness of Korean cosmetics among Chinese female consumers who like Korean cosmetics in the current Korean wave boom. Through the analysis of the present situation of the increasing diversification of Korean cosmetics in the Chinese market, this paper formulates the commodity planning and differential marketing strategy for Korean cosmetics enterprises when targeting these consumers. Provide basic information that can be used flexibly. In the two months from December 1, 2016 to January 30, 2017, 420 questionnaires were sent out and 410 questionnaires were collected. In the collected questionnaire, excluding the invalid questionnaire, a total of 377 questionnaires were used for analysis. The author uses SPSS for windows 21.0 to analyze the collected data. Through the study, this paper draws the following main conclusions. The purchase behavior of cosmetics in South Korea is different with the conspicuous consumption tendency. The groups with high tendency of conspicuous consumption showed stronger buying behavior than those with low tendency of conspicuous consumption in three aspects: 'pursuing popular buying behavior', 'paying attention to brand reputation' and 'planned purchasing behavior'. The willingness to buy cosmetics in South Korea also varies with conspicuous consumption tendencies. The conspicuous consumption tendency of female consumers has an impact on the purchase behavior and willingness of Korean cosmetics. The higher the conspicuous consumption tendency is, the more positive the purchase intention will be in the purchase behavior of Korean cosmetics. The results of this study can be used as data for the analysis of the conspicuous consumption tendency of Chinese women who love Korean cosmetics, the buying behavior of Korean cosmetics and the purchasing intention of Korean cosmetics. It can also be used as the basic material for the development of Chinese beauty products or market strategy. If this research data is used as the basic material for Korean cosmetics brands to formulate market strategy when entering the Chinese market, it will play a great role in helping Korean cosmetics brands enter the Chinese market.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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