在韩越南留学生的皮肤护理现状及韩国化妆品使用行为研究
Research on Skin Care and the Use and Purchase Behavior of Korean Cosmetics among Vietnamese Students in South Korea
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目的: 本研究旨在探讨在韩越南留学生的皮肤护理行为、韩国化妆品的使用状态及购买行为的差异性，调查韩国化妆品在韩越南留学生的满意度，从而韩国化妆品在越南市场的出口及销售方面提供基础资料。方法: 本研究于2024年12月9日至27日期间，针对韩国忠清南道天安市N大学的100名越南留学生开展了问卷调查，共回收有效问卷85份。数据采用SPSS 25.0统计软件进行分析，通过频数分析(frequency analysis)以及交叉分析(Cross-tabulation analysis)探讨皮肤护理方式、使用化妆品行为及购买习惯。结果: 根据皮肤类型对皮肤护理项目，皮肤护理目的及皮肤苦恼均呈现出显著性差异。性别因素在皮肤色调认知、化妆品使用起始时间、使用类型、防晒霜使用频率、满意度、月均购买费用、购买频率及购买时考量因素等方面均存在显著差异。越南留学生认为主要的皮肤护理项目以保湿护理为主, 皮肤护理的目的为改善皮肤问题。最多的皮肤苦恼是皮脂及青春痘。越南留学生认为影响皮肤问题的主要原因是睡眠不足与饮食习惯、生活习惯有关。越南男留学生使用的化妆品种类有四类而女学生则使用的化妆品包含眼霜在内的5种基础护肤品；大部分留学生每天都使用防晒霜；女留学生购买化妆品频率较高，并且选择适合自己皮肤类型较多，而男留学生更注重化妆品的功效。结论: 本研究的调查对象仅限于N大学，因此未来研究将扩大调查范围，以提高研究的代表性。此外，还将进一步探讨越南本地消费者的皮肤状态及皮肤护理教育现状，以助力韩国化妆品更顺利地进入越南市场。
Abstract
Purpose: This study explored the differences in skin care behaviors, the use of South Korean cosmetics, and the purchase behaviors of Vietnamese students in South Korea. It investigated the satisfaction of these students with South Korean cosmetics and gathered basic data for the export and sales of South Korean cosmetics in the Vietnamese market. Methods: From December 9 to December 27, 2024, a questionnaire survey was conducted with 100 Vietnamese students at a university in Cheonan-si, Chungchengnam-do, South Korea. A total of 85 valid responses were collected. The data were analyzed using SPSS 25.0 statistical software, and frequency and cross-tabulation analyses were used to explore skin care methods, cosmetic use behaviors, and purchasing habits. Results: There were significant differences between skin care items, purposes, and skin distress according to skin type. Gender showed a significant impact on skin tone cognition, experience with cosmetics use, types of use, frequency of sunscreen use, satisfaction, average monthly spending, purchase frequency, and purchase considerations. Vietnamese students prioritized moisturizing in their skin care items and believed that the purpose of skin care is to improve skin problems. The most common skin troubles were excessive sebum and acne. The students primarily attributed their skin problems to a lack of sleep, eating habits, and lifestyle habits. Male students used four basic categories of cosmetics, and female students used five, including eye cream. Most students used sunscreen every day. Female students bought cosmetics more frequently and chose products developed for their skin type, while male students paid more attention to the efficacy of cosmetics. Conclusion: The subjects of this study were limited to one university. Future research will expand the scope of the survey to improve the representativeness of the data. In addition, the skin condition and skin care education of domestic Vietnamese consumers will be further explored to help South Korean cosmetics enter the Vietnamese market more smoothly.