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KMID : 1145120180160040545
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Asian Journal of Beauty and Cosmetology
2018 Volume.16 No. 4 p.545 ~ p.554
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Purchasing Behavior for Skin Care Products by Distribution Channel
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Jeong Sun-Hee
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Abstract
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Purpose: The purpose of this study was to explore the purchasing behavior for skin care products by distribution channel.
Method: Following a literature review, a questionnaire was distributed to women who live in Seoul and Kyeonggi-do in August 2018. 107 questionnaires were analyzed using Statistical Package for the Social Sciences. Chi-square (χ2) cross and ANOVA analysis were performed to determine the preferred distribution channel differences by respondent age.
Results: Overall, respondents prefer online shopping because the price is reasonable. Respondents in their 20s answered in favor of road shops while those in their 30s, 40s, and 50s answered in favor of online shops. In terms of preference, reliability, satisfaction, and loyalty by distribution channels, the online shop was considered the best for preference and reliability while the department store was considered the best for satisfaction and loyalty.
Conclusion: The findings in this study provide implications for marketing skin care products based on purchasing behavior by distribution channel and can be used as basic research data for the industrial marketing of skin care products.
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KEYWORD
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Skin care products, Distribution channel, Purchasing behavior, Online shopping, Department store
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