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This study compares and analyzes cosmetics purchasing behavior according to the advertising and publi-city implemented in women's monthly magazines as well as determines effective marketing strategies for thecosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classi-fied into conventional advertising, advertorials, beauty news based on press releases, and beauty articleswritten by editors. In addition, consumer purchasing behavior has been examined in terms of use of infor-mation, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed bycommon factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regressionusing SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a differ-ence in purchasing behavior according to types of cosmetics advertising and publicity in women's monthlymagazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsivepurchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There weresignificant effects of shopping orientation on cosmetics purchasing behavior according to the type of adver-tisement and publicity in women's monthly magazines.Key words: Cosmetics purchasing behavior, Advertisement, Publicity, Women's monthly magazine, Cos-metics shopping orientations;  , , ,  ,

Cosmetics Purchasing Behavior by Female Consumers According to Type of Advertisement and Publicity in Women's Monthly Magazines