모바일 화장품 앱 활용현황 및 소비자의 구매행동이 구매만족도에 미치는 영향

Abstract

While the mobile environment is rapidly absorbing new beauty-related information, the information of mobile cosmetics apps is playing an important role in changing women's personality, beautiful appearance, and life. The purpose of this study is to understand the characteristics of mobile cosmetics apps from this point of view, and through this, the effect of cosmetics apps' utilization status and cosmetics consumers' purchasing behavior on purchase satisfaction. This study was conducted as an empirical analysis through theoretical consideration and questionnaire method. Previous studies, academic journals, reports, and presentation data were collected and analyzed to understand the characteristics and current status of the cosmetics market, and cosmetics purchase behavior through mobile cosmetics apps was analyzed. A questionnaire was conducted and empirical analysis was conducted to analyze the cosmetics purchase behavior, satisfaction, and usage status of cosmetics apps by consumers through the app. The results of the study are as follows. The group that uses mobile cosmetics apps the most is office workers under their 20s, and the preference for cosmetics apps is Olive Young, which is rich in product information, because it is well suited to the lifestyle of the 20s. Housewives in their 50s used offline more than apps. Through this, it can be seen that people in their 20s who are familiar with smartphones use mobile cosmetics apps more than those in their 50s who have difficulty using smartphones. As a result of analyzing the factors affecting the satisfaction of purchasing cosmetics through mobile cosmetics apps, acquisition of makeup information and easy purchase channels were found to have a great influence on purchase satisfaction.