Analysis of the Types of Attitudes of the Korean MZ Generation to Use Beauty Health Multi-shop: Using Grounded Theory

Purpose: This study applied grounded theory, a qualitative research method, to identify the essence and con-stitutive factors of beauty and health multishop usage experiences perceived by the MZ generation, a key con-sumer group in today's rapidly changing society. Ten participants were selected, five men and five women, using both purposeful and snowball sampling. Method: Data collection began with a preliminary interview to establish a theoretical sample, followed by a second round of in-depth interviews. All interview data were transcribed and cross-referenced with the raw data to ensure reliability. Data analysis was conducted in a step-by-step manner, following the procedures proposed by Strauss A & Corbin, including open coding, axial coding, and selective coding. Results: As a result of the analysis, ‘Genderless perception of appearance management and shift in percep tion of beauty and health multi-shops’ were derived as the core categories, and three types were identified based on usage experience and acceptance attitude: ‘appearance management-centered type’, ‘experiential consumption type’, and ‘convenience-seeking type’. Conclusion: This study theorized the MZ generation’s experience of using beauty and health multi-shops as a processual structure in which perception and attitude are formed through experience accumulation, rather than as a simple consumption choice. Through this, it aims to present the changing beauty consumption paradigm of Korean society in depth from an experiential perspective and to contribute to expanding the understanding of overseas researchers interested in K-beauty and Korean consumer culture.