Z세대의 화장품 소비성향이 구매행동에 미치는 영향

The Influence of Cosmetics Consumption Propensities on Purchase Behavior among Z Generation

This study attempted to investigate cosmetics purchase propensities influence on purchase behavior among the Z generation and provide useful advertising and marketing information and basic data needed to understand their cosmetics consumption patterns. For this, a questionnaire survey was performed from December 28, 2020, to January 17, 2021. A total of 295 copies were used for the final analysis, and the results found the following: As the perception of others, impulsive buying, and the value orientation properties were higher, problem awareness increased. Second, when the planned purchase and resource-saving properties rose, information searches and the selection criteria increased. Third, as the resource-saving property was higher, impulsive buying was lower, and the time between cosmetics purchases increased. Fourth, when the planned purchase and resource-saving propensities rose, customer satisfaction improved. The above results confirmed that those in the Z generation, key consumers in the global cosmetics market, tend to get cosmetics after comparing various products. It is anticipated that the study results would be available as basic data needed to analyze the consumption patterns of Z generation, develop differentiated products, and promote new styles of marketing.