COVID-19 이후의 화장품 구매동향 연구

Abstract

· Research topic: To study the purchasing behavior of cosmetics consumers to understand consumer needs and trends, and to investigate various approaches and marketing directions in the process of acquiring sales and advertising information for the sustainable development of the cosmetics industry. · Background: It is necessary to analyze the purchasing behavior factors and strategic market to choose and focus on according to the consumption value change in the cosmetic industry due to the prolonged Corona 19. · Difference from previous studies: The importance of consumption value of cosmetics after Corona 19, that is, the purchase trend according to the pursuit of functional value, image value, and health value pursuit was studied. · Research method: Frequency analysis, descriptive statistical analysis, factor analysis, reliability and validity analysis, one-way ANOVA and Scheffe's multiple range test were performed through the SPSS 21.0 program. · Research Result: As a result of analysis of purchasing behavior by age, people in their 40s made more non-face-to-face online purchases than those in their 20s. In addition, the functional value pursuit type was expected to appear higher in the age group in their 40s, but it was found through the results of this study that the functional value of cosmetics was considered important in the 20s. · Contribution Points and Expected Effects: To understand the needs and trends of cosmetic consumers. Through this study, it is expected that it will be used as basic data for cosmetics manufacturing, marketing, and cosmetics manufacturing strategy establishment and marketing by identifying the recent purchasing behavior of cosmetics consumers and providing theoretical grounds and implications.