피부노화 인식이 이너뷰티 구매 행동의도에 미치는 영향 연구

Abstract

There has been a rising demand for rational and professional skincare habits to slow down or prevent skin aging. Under these circumstances, inner-beauty products have recently played a major trend. This study attempted to investigate the perception of skin aging and inner-beauty product purchase behavior intention-related factors against adult women and analyze their correlations, and the results found the followings: First, the perception of skin aging had a statistically significant influence on inner-beauty purchase behavior intention. Second, the perception of skin aging revealed a statistically significant effect on skincare behavior. Third, skincare behavior affected inner-beauty purchase behavior intention with statistical significance. Fourth, skincare behavior between perception of skin aging and inner-beauty purchase behavior intention revealed a statistically significant influence as a mediator variable. The above results confirm that perception of skin aging and skincare behavior such as use of cosmetics have an influence on inner-beauty purchase behavior intention. It is anticipated that the study results would be available as basic data for developing inner-beauty products and marketing strategies.