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KMID : 1023120100080020053
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Korean Journal of Aesthetic Society
2010 Volume.8 No. 2 p.53 ~ p.62
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A Study on the Oriental Cosmetics Purchasing Behavior and Attitudes According to Middle, Elderly Women’s lifestyle
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Whang Wan-Kyun
Lee Young-ae
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Abstract
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The purpose of this study was to identify purchasing behaviour and attitudes toward oriental cosmetics according to middle, elderly women’s lifestyle. Self-administered questionnaires were distributed to 330 women aged 30-70. SPSS was used for data analysis. The results were as follows: 1. Factors of lifestyle were service oriented, environmental consciousness, family centered, individuality consciousness, healthy life, information search. Women were clustered into information group, individual group, environmental group, service group, healthy group. 2. Most women had a bit of knowledge and experienced oriental cosmetics. Over 21% of women had intention to use oriental cosmetics. 3. Knowledge and experiences of oriental cosmetics were the most effective factors on the use intention of oriental cosmetics.
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KEYWORD
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Oriental Cosmetics, Cosmetics Purchasing Behavior and Attitudes, Middle, Elderly Women’s lifestyle
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