20대 중국여대생의 외모관리가 한국화장품 구매행동에 미치는 영향

Abstract

This study looks into how appearance management of Chinese university women's students in their twenties would influence Korean cosmetics purchase behavior in order to offer not only basic information that multinational companies might need when they try to challenge the cosmetics markets in China but also other references that would contribute to the companies’ marketing strategies. The study designed a survey with findings of a preliminary research to understand both of appearance management and Korean cosmetics purchase behavior of Chinese university women's students in their twenties. The study then analyzed differences and effects of purchase behavior focusing on general characteristics and appearance management of the research participants and Korean cosmetics. Results that had been gained through a series of research procedures are presented as below. The analysis on the demographic characteristics of the research participants reported that the differences significantly vary depending on if the participants are in relationships and if they have worked part-time as well as how much they get as monthly pocket money on average and how much money they spend on purchasing Korean cosmetics. The result confirmed that before trying to do cosmetics marketing in the future, the multinational companies should first come up with any differentiated marketing strategies targeting these Chinese university women's students who will grow to be their potential key consumers. Second, the findings of the research on how the demographic characteristics would affect differences in appearance satisfaction and Korean cosmetics purchase behavior revealed that as for if the research participants are in relationships and if they have worked part-time, they resulted in significant differences in a sub-factor of appearance management, skin care but in terms of the monthly pocket money and the Korean cosmetics purchasing costs, they brought about impressively significant differences in all these factors related to skin care and appearance style management. Based on the result, the study learned that feelings about the opposite gender are definitely led the females to these acts that would help them improve their beauty and that how much the research participants are financially relaxed and secured also causes differences in the appearance management. Third, the study observed effects of the appearance management on the Korean cosmetics purchase behavior and noticed highly significant relations of skin care and appearance style management with brand awareness and product quality awareness. The study also learned that skin care and appearance style management have statistically significant connections with promotion awareness and media awareness, respectively. When it comes to Chinese university women's students, they are described as a generation that has not experienced financial difficulties and, they mind the least foreign cultures and Korean culture. Various categories of Hallyu the Korean Wave have had positive influences on young Chinese university women's students and particularly, in case of Korean cosmetics, they were so popular that they even became wannabe items. This study discussed Korean cosmetics purchase behavior of Chinese university women's students who will become the most important next-generation consumers in the Chinese cosmetics market and improved understanding on the students’ diverse needs in relation to purchase. What the study had found out from the discussion helped the study talk about conditions that could be actually used for marketing and promotion. In the light of that, the study now believes that as significant references, the findings of the research will be used for creation of any different marketing strategies targeting female college students in the Chinese cosmetics market in the future.