여대생의 인터넷을 통한 화장품 구매행동 연구

A Study of College Women’s Online Shopping Attitudes and Cosmetics Behavior

This study has analyzed the online cosmetics market which has emerged in a new multimedia era using 220 college women who have high interest in their appearance and the influential factors on their online shopping attitudes and behavior about cosmetics. When asked how much money they usually spend on cosmetics every month, they responded ‘KRW 50,000 or less,’ 56.4% of their monthly allowance (KRW 200,000-300,000). In other words, Korean college women tend to spend a great portion of their cash on online cosmetics shopping. In terms of cosmetics buying period through online shopping malls, 25% said ‘less than one (1) month’ while 45% responded ‘more than two (2) months.’ When asked what kind of cosmetics they like, shade cosmetics were the most preferred (42.7%). In purchase satisfaction of cosmetics through online shopping malls, ‘very satisfied (M=3.23)’ was the highest, followed by ‘pretty good (M=3.21)’ and ‘good choice (M=3.17).’ The average purchase satisfaction of online cosmetics shopping was 3.20. A statistically significant positive correlation was observed between the factors to choose online shopping malls (safety, convenience) and factors to select cosmetics (quality, practicality and brand) (p＜.001). In terms of the effect of the factors to choose online shopping malls on the selection of cosmetics, safety and convenience were most critical.