중국여대생 피부관리 지식 및 태도가 행동에 미치는 영향

The Effect of Chinese College Women’s Skin Care Knowledge and Attitudes on their Behavior

Since China joined the World Trade Organization(WTO) in 2001, more women have entered the workforce in Korea because of favorable market conditions such as open markets and economic growth. As a result, they have become more interested in skin care as a part of their appearance management behavior. Therefore, this study has designed a research model and hypothesis and performed a questionnaire survey in order to empirically investigate the effect of differences in skin behavior and skin care attitudes based on knowledge level of skin care behavior. A total of 402 college women in China were surveyed. The analysis method used was SPSS WIN 11.0, and data have been analyzed through descriptive statistics and multiple regression analysis. Hence, the following results have been obtained: First, significant differences in skin care behavior were observed between high and low skin care knowledge level groups. Second, college women’s basic attitudes had a significant impact on the selection of skin care lessons and skin-related products. A passive attitude had a significant impact on the selective use of skin-related products. Third, Chinese college women’s skin care knowledge had a significant impact on the selection of skin care products. Fourth, Chinese college women’s knowledge of skin care had a significant impact on their skin care behavior. In other words, the selective use of skin care products had a significant impact on skin care behavior. It was confirmed that college women in China were more active in terms of skin care-related education and information collection attitudes and skin care behavior as they knew more about skin care. To create active skin care behavior, therefore, it is necessary to provide sufficient information on diverse educational programs and products in advance.