소비자의 독특성 욕구가 화장품 동조구매에 미치는 영향

The Effect of Consumer Desire for Uniqueness on Cosmetics Consumption Choices

The aim of this study was to investigate the prevalence of consumer conformity and to examine how this correlates with consumer desire for uniqueness when purchasing cosmetics. Data were collected from 132 female consumers in the Seoul metropolitan area and analyzed using SPSS. Results show that consumer conformity is strong, irrespective of the level of financial risk perceived by consumers and consumers’ level of cosmetics consumption. Among those surveyed, 81% chose the best-selling essence (the product with high perceived risk) and 76% chose the best-selling cleansing product (the product with low perceived risk), rather than a new product. With regard to consumer desire for uniqueness, only the need for creative uniqueness was negatively correlated with consumer conformity when it came to the purchase of essence and cleansing products.