뷰티 애플리케이션이 기초화장품 재구매 의향 및 화장품 선택에 미치는 영향

Effects of Beauty Applications on the Repurchasing of Basic Skincare Products and Cosmetic Preferences

With the increasing prevalence of smartphones, skin analysis and cosmetic recommendation applications have gained popularity among consumers. These apps, which assess individual skin conditions and suggest suitable products, play a crucial role in shaping purchasing decisions, driving their widespread adoption. This study aimed to explore the impact of skin applications on the purchase of basic skincare products. A survey was conducted among 305 women aged 10 to 49, examining differences in consumer trust and purchasing behavior across various types of applications. The findings reveal that apps featuring ingredient analysis and AI-driven recommendations significantly enhance consumer trust and increase the likelihood of actual purchases. In contrast, applications primarily reliant on user reviews often present mixed opinions, which can complicate purchasing decisions. Furthermore, frequent users of skin analysis apps demonstrated greater brand loyalty and a stronger intent to repurchase skincare products. This study offers valuable insights into how consumers engage with skin applications and how these influence their purchasing behaviors. The results provide practical implications for skincare brands aiming to establish consumer trust and develop effective marketing strategies in the digital era. Ultimately, this research emphasizes the potential of mobile applications in delivering personalized skincare solutions, contributing to the evolution of the beauty industry.