가정용 뷰티디바이스 구매 결정요인에 관한 연구

A Study on Purchase Decision factors of Home Beauty Devices: Focused on Chinese Women Aged 20~50

Due to the challenges posed by the COVID-19 pandemic, face-to-face interactions have become difficult, leading to the continuous growth of the non-face-to-face market, including the beauty device market. This study attempted to investigate the beauty device consumption market against Chinese adult women in their 20~50s.The goal is to unveil differences in purchase decision factors by consumers’ general characteristics after analyzing such factors. For this, a questionnaire survey was performed against a total of 321 adult women in their 20~50s from August 19 to September 25, 2023. Excluding 21 poorly answered ones, 300 copies were used for final analysis. The collected data were analyzed by frequency analysis, factor analysis and one-way ANOVA, using SPSS 29.0, and the results found the followings: Regarding differences in at-home beauty device types, a statistically significant difference was found by age, marital status,occupation and average monthly income. In addition,three purchase decision factors were derived: ‘product’, ‘price’, ‘brand’. Furthermore,it has been found that age and income level are the general characteristics that influence price factors,education level affects the product factors.Therefore, it is suggested that manufacturers focus on price positioning and research and development of products in the development of beauty devices.