중국 여성들의 자기애성향과 외모관심도가 화장품구매와 화장행동에 미치는 영향
The Effect of Chinese women’s narcissistic propensity and appearance interest on Cosmetic Purchasing and Make-up Behavior
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초록
This study mainly analyzes the regional consumption characteristics of women in 20s to 30s with the highest purchasing power in China, their narcissistic tendency and appearance concern, the relationship between cosmetic purchase preference and cosmetic action, and the influence of narcissistic tendency appearance concern on cosmetic purchase preference and cosmetic action. Based on the comprehensive research results, both of narcissistic tendency and appearance concern of Chinese women have an impact on cosmetic purchase preferences and cosmetic behaviors. It can be known that due to age, generation, and regional differences. As the analysis of research results of core consumer stratum of Chinese cosmetics market, women in 20s and 30s tend to be narcissistic, appearance concern, analyze the influence of cosmetic buying preferences and cosmetic behaviors, I hope to provide some understanding of the Chinese market, as well as strategic arrangements for approaching the Chinese market more efficiently in terms of marketing.
Abstract
This study mainly analyzes the regional consumption characteristics of women in 20s to 30s with the highest purchasing power in China, their narcissistic tendency and appearance concern, the relationship between cosmetic purchase preference and cosmetic action, and the influence of narcissistic tendency appearance concern on cosmetic purchase preference and cosmetic action. Based on the comprehensive research results, both of narcissistic tendency and appearance concern of Chinese women have an impact on cosmetic purchase preferences and cosmetic behaviors. It can be known that due to age, generation, and regional differences. As the analysis of research results of core consumer stratum of Chinese cosmetics market, women in 20s and 30s tend to be narcissistic, appearance concern, analyze the influence of cosmetic buying preferences and cosmetic behaviors, I hope to provide some understanding of the Chinese market, as well as strategic arrangements for approaching the Chinese market more efficiently in terms of marketing.
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