중저가 화장품 소비자의 추구혜택과 관련변인 연구

A Study on Low-price Cosmetics Pursuit Benefits and Related Variables: Focusing on appearance orientation, face satisfaction, price sensitivity and purchase criteria

This study attempted to analyze the benefits of investing in low-price cosmetics and the relevance with the related variables such as appearance orientation, face satisfaction, price sensitivity, purchase criteria, level of makeup and makeup source among college students in their 20s. The results found the following: In terms of low-price cosmetics pursuit benefits, four factors were derived: pursuit of appearance improvement, pursuit of hedonic consumption, safety pursuit and brand pursuit. ‘Appearance orientation’ had the largest effect on low-price cosmetics factors while ‘face satisfaction’ revealed an influence on ‘hedonic consumption’. According to the analysis of correlations between low-price cosmetics pursuit benefit factors and purchase criteria, ‘appearance improvement’ was correlated with skin compatibility and product capacity while ‘hedonic consumption’ was related with product quality and capacity. In ‘safety pursuit’, correlation was found between skin compatibility and product container. In addition, ‘brand pursuit’ was correlated with product container. Regarding differences in the benefits of investing in low-price cosmetics by demographic characteristics, a statistically significant difference was found by gender and age. In terms of differences by the level of makeup and makeup source, as the level of makeup increased, more diverse benefits were pursued. In ‘appearance improvement’ and ‘hedonic consumption’, ‘the Internet’ was the most important makeup source.