한국과 대만 여대생의 화장품 구매결정요인이 한국화장품의 만족도에 미치는 영향

Abstract

Purpose: The study analyzes and compares the factors of cosmetic purchase decision in female university students in South Korea (“Korea” hereafter) and Taiwan and elucidates their relationship with satisfaction in terms of Korean cosmetics. Methods: Data were collected via a questionnaire survey conducted from December 10, 2019 to March 20, 2020 among female university students in their twenties in Korea and Taiwan. The survey items focused on the factors of cosmetic purchase decision, satisfaction with cosmetics, general characteristics of the survey subjects, and characteristics of cosmetic use. A total of 297 questionnaires were collected and analyzed using SPSS 18.0. Results: First, the main sources of information for purchasing cosmetics were obtained through the Internet and social networking sites (SNSs) in Korea and Taiwan. Second, five factors of purchase decision were identified, namely, quality, design, price, brand, and usage information. Third, the satisfaction of Korean and Taiwanese female university students with Korean cosmetics was higher than average, whereas satisfaction with quality and cosmetic repurchase items was high for only the Korean students. Fourth, when purchasing cosmetics, the satisfaction rate was higher when the Korean students considered the quality and usage information of the cosmetics, whereas the Taiwanese considered quality, brand, and usage information. Conclusion: To increase satisfaction with Korean cosmetics, ensuring that female university students in Korea and Taiwan can accurately identify product quality and usage information when purchasing cosmetics is necessary. Alternatively, the Taiwanese students should develop strategies to actively promote cosmetic brands.