초등학생의 외모 관심 및 만족도가 화장품 구매행동의도에 미치는 영향

The effect of appearance in elementary school students and their appearance satisfaction upon purchasing cosmetic products -Based on the survey of fifth and sixth grade girl students-

This study has analyzed the beauty conformity orientation of elementary school students and the correlation between the degree of concerning about beauty and appearance satisfaction in modern society, in which a person's appearance is all-important. It also shows the preference of elementary school students for the use of cosmetic products, as well as a survey of their experiences; whether or not they have used cosmetics and the specific purposes for purchasing the products. The subjects of the study are 240 female elementary school students; 97 fifth grade students and 143 sixth grade students. By region, 104 of those students are currently living in Seoul, the other 136 students live in Kyungkido. The survey confirmed that 135 students, or 56.3% of the students surveyed, have had the experience of purchasing cosmetics. Whereas the remaining 105 students, 43.7%, have not. Here are the results of the research through the analysis of demonstrations. Elementary school students' interest in appearance and the alignment of beauty commercials affect the willingness to purchase whatever they like to have. On the contrary satisfaction about the cosmetic goods never affects their will to purchase things. Overall, elementary school students' interest in appearance was very high, while satisfaction with their own appearance depended on their region and economic situation. Students living in wealthy areas had little to no complaints about their appearance. However, their interest is very high regardless of region and economy. As a result of this, cosmetic companies should attempt to understand an elementary school students' desire to purchase cosmetics and thus provide appropriate organic cosmetics in cute containers featuring characters students like. This standpoint can be suggested to cosmetic companies in the beauty industry.