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The Effect of Usage Behavior and Usage Satisfaction on Repurchase Intention of Facial Skin Care Devices: Focus on Skin Type

The purpose of this study was to investigate the effect of usage behavior and usage satisfaction on the repurchase intention of facial skin care devices. A survey was conducted using a 35-question questionnaire among 356 women and the responses were statistically analyzed. Based on the results, skin type was classified into dry (3.4%), neutral (3.1%), oily (13.8%), combination (12.1%), sensitive (17.1%), and aging skin (20.8%). The most common skin type was combination 2, with 29.8%. Among the respondents, 63.8% answered 'yes' to 'repurchase intention', and the reasons were 'better than cosmetics use (33.3%)', 'easy skin care (32.3%)', 'good skin improvement effect (14.6%)', and 'time saving (13.0%)'. The most of wanted devices were LED mask (28.9%). The desired effects were elasticity, lifting (33.2%), and the improvement of skin tone and the reduction of blemishes (23.1%). ‘Neutral’ and ‘combination 1’ were shown to be significantly higher than other skin types in usage behavior, usage satisfaction, and repurchase intention (p<.001). A positive correlation was revealed between usage behavior and usage satisfaction (r=.464~633). Usage behavior and usage satisfaction were shown to have a significant effect on repurchase intention (p<.05). In conclusion, these results may be highly useful as basic data for the research and development of facial skin care devices. Women in China preferred the convex shape. For long hair styles, women in Korea did not like long hair without layers or with stumpy cut lines, which were favored among women in China.