20대 중국 여성의 화장품 구매행동 (Ⅰ) : 소비가치와의 관련성을 중심으로

Abstract

This study aimed to examine cosmetic purchasing behavior and its relation to various consumption values, and to investigate the effects of consumption values on the attitude towards Korean cosmetics and the intention to purchase them. Data were collected from 312 Chinese women in their 20s through an Internet survey administered between the 5th and 29th of July 2017, and analyzed it using descriptive statistics, correlation analysis, and multiple regression analysis. The following four consumption value factors were extracted: discriminatory individuality-pursuing value, economical value, social value, and emotional value. The results of the correlation analysis revealed significant relationships between consumption value and cosmetic purchasing behavior, such as reasons for using cosmetics, the degree of information source use, product selection criteria, purchase place, reasons for visit, purchase frequency, purchase propensity, purchase expense, attitude towards Korean cosmetics and purchase intention. The results of regression analysis showed that the consumption values of discriminatory individuality-pursuing value, social value, and emotional value had significant effects on the attitude towards Korean cosmetics and its purchase intention. Discriminatory individuality-pursuing value and social value were stronger predictors of the attitude towards and purchase intention of Korean cosmetics than emotional value.