연구논문 : 도시여성의 한방화장품 사용에 대한 만족도와 구매특성에 관한 연구

The purpose of this study was to examine the influence of purchase behavior and satisfaction at Korean herbal cosmetics, and to reveal how korean herbal cosmetics purchase motives and demographic variables influence the satisfaction. The questionnaire method was used and the subjects were 984 adult women. Means, percentage, and frequency were calculated. And one-way ANOVA was done by use of SPSS PC(ver. 5.0). The results of this study were outlined as follows; 1. The motive of information provision had significant positive relationships with the satisfaction of quality, skin suitability of Korean herbal cosmetics. 2. Consumers purchased Korean herbal cosmetics from door-to-door salesman and at department stores to benefit from the knowledge of salesperson and the source of information in the mass media. They showed relatively high satisfaction because of the quality of product, convenience to purchase and kindness of the salesperson. 3. From the aspects of selecting information sources about Korean herbal cosmetics, the female consumers were more actively utilizing both human information sources and non-human information sources. 4. The consumers who earned a large income showed high level of expense and relatively high satisfaction. Through this study, it will be applied into program development data for consumer management and education, and salespersons` efficient way to response to consumer for repurchase intention.