Generation MZ Beauty Care Behavior on Semi-Permanent Makeup Purchase Intention

Abstract

Recently, generation MZ has emerged as a primary consumption group. Under these circumstances, this study attempted to investigate the influence of generation MZ beauty care behavior on semi-permanent makeup purchase intention against men and women born in 1980-2005, living in Seoul, Gyeonggi-do, Incheon, Daejeon, Sejong, Chungcheongbuk-do and other regions, and the results found the followings: With regard to differences by generation, generation M was higher in general beauty care behavior (<i>p</i><.05), makeup behavior (<i>p</i><.001) and body shaping behavior (<i>p</i><.001) while generation Z was higher in skin care behavior (<i>p</i><.05). When analyzed by occupation, ‘services/sales’ was high in hair care behavior (<i>p</i><.001), skin care behavior (<i>p</i><.001), makeup behavior (<i>p</i><.001) and general beauty care behavior (<i>p</i><.001) while ‘profession’ was the highest in body shaping behavior (<i>p</i><.001). In terms of beauty care behavior by semi-permanent makeup experience, it was higher in all categories when the respondents had semi-permanent makeup before. In terms of the effects of beauty care behavior on semi-permanent makeup purchase intention, makeup behavior was the greatest, followed by hair care behavior, nail care behavior and body shaping behavior, showing positive effects with statistical significance. The above results show that generation MZ beauty care behavior is closely related with semi-permanent makeup purchase intention. Therefore, it is anticipated that the study results would be available as basic data for marketing in semi-permanent makeup markets and make a contribution to the growth of customer-oriented beauty industry.