| 향수제품 소비 및 구매행동에 관한 탐색적 연구 |
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| Exploratory Research on Perfume Consumption and Purchase Behaviors |
| Eunah Yoh |
| Dept. of Fashion Marketing, Keimyung Universty |
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| ABSTRACT |
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The purpose of this study was to explore consumer behavior of perfume products. Data were collected through 7 focus group interviews with 33 female consumers whose ages ranged between the 20's and 40's. According to analysis of groups divided by age and frequency of use, some group differences were found in information source, purchase place, consideration factors, fragrance preference, etc. The study results indicated that perfume consumption behaviors could be explained in part by the innovation adoption and communication theories. Especially, relative advantage, compatibility, observability, and trialability were important factors influencing consumers' adoption of new perfume. Also, many respondents used perfume as a tool to present their own image and identity, as well as to send messages regarding their mood and condition to others. |
| Keywords:
향수, perfume, 혁신 채택, innovation adoption, 커뮤니케이션, communication |
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