미국의 K-Beauty 인지도와 화장품 구매행동 조사 -켄터키대학교(University of Kentucky)를 중심으로-

Abstract

This study shows information on the purpose of expanding the K-beauty market in the United States of America. by identifying the tendency of American consumers' cosmetic purchase based on a survey conducted to collect the awareness of K-beauty in the USA. The investigation was conducted in the University of Kentucky in America, using an online platform (Instagram) with 207 students and officials. To summarize the survey findings, 57% said they know K-beauty, and 83% of which led to the purchases of Korean cosmetics. 70.35% answered that the Korean wave led to the purchases of Korean cosmetics. Thus, the exchange of information and purchase of Korean cosmetics were made online. 63.4% of people who bought Korean cosmetics said they think the skin care products' quality is excellent, and the price is low, and more than half of them responded that they would purchase the same products or the other products from the same brand. The result of this study, Korean cosmetics were recognized that the products were high quality and reasonable price in the USA. Moreover, it was positive about the same Korea brand and product to repurchase intention. Since this survey was conducted in a limited area, this study has a limitation. When comprehensive studies are conducted in consideration of more regions, it will affect the spread of K-beauty in the United States of America.