Z세대의 소비가치가 코스메슈티컬의 안전성과 구매행동에 미치는 영향

This study attempted to analyze the influence of consumption values on cosmeceutical safety and purchase behavior against Generation Z and provide basic data for marketing with a goal of facilitating the cosmeceutical market. First, concerning the influence of consumption values on the safety of cosmeceuticals, ‘functional value’, ‘emotional value’ and ‘epistemic value’ revealed a statistically significant effect. Second, regarding the influence of consumption values on purchase behavior, ‘functional value’, ‘emotional value’ and ‘epistemic value’ showed a statistically significant effect. Third, regarding the influence of cosmeceutical safety on purchase behavior, a statistically significant effect was found in ‘information search’ and ‘selection criteria’. The above results confirmed that satisfying cosmeceutical safety by Gen Z’s consumption values triggers purchase behavior. In other words, it is required for cosmeceutical companies to product specialized products to enhance the value of their marketing strategies, help consumers build beneficial safety and make them interested in their products. Furthermore, they are needed to develop a specific plan to provide correct product information and services by quickly catching consumer needs and trends. It is anticipated that the study results would help in their marketing strategies.