20대와 40대 여성의 홈케어 뷰티디바이스 소비가치, 선택속성, 구매행동 차이

Abstract

Our study aims to compare the differences in consumption values, selection attributes, and purchasing behaviors between women in their 20s and 40s to provide foundational data to develop generation-specific marketing strategies in the home beauty device market. The study participants consisted of women in their 20s and 40s. We collected a total of 403 valid responses through self-administered questionnaires. We analyzed the collected data using the SPSS v.25.0 statistical package program. Our results observed significant differences in skin type and home care habits between the generations. Women in their 20s were mainly concerned with combination skin, acne, and pore problems. Those in their 40s were more concerned about dry skin and decreased elasticity. With respect to consumption values, women in their 40s placed more emphasis on functional and social values, while those in their 20s prioritized situational contexts. The results suggest that women in their 40s value product quality and practical applications, while women in their 20s focus largely on trends and external factors such as brand exposure. Aesthetics, conformity, and economic values were important to the women in their 20s, whereas effectiveness was more important to women in their 40s.