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계획적 행동이론(TPB)을 적용한 기능성 화장품 소비자 선택 행동결정에 관한 연구

Author
장민아, 이정민, 배승희
Journal Title
아시안뷰티화장품학술지
Publication Year
2022
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Summary

This study analyzed the factors determining consumer behavior regarding functional cosmetics based on the theory of planned behavior (TPB). The results showed that higher attitude, subjective norm, and perceived behavioral control increased consumer behavioral intention, with perceived behavioral control having the greatest impact. Furthermore, wrinkle improvement was found to have the most significant influence on consumer behavioral intention.

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