국조(國潮) 화장품 브랜드의 특성이 소비자 구매 의도에 미치는 영향 - 중국 밀레니얼 세대 여성 소비자를 대상으로 -
The Influence of the Characteristics of The China-Chic Cosmetics Brand on Purchase Intention - take the chinese millennials in female consumers -
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중국의 경제가 성장함에 따라 중국의 브랜드도 크게 발전하고 있다. 특히 중국 국조(國潮) 브랜드가 최근 몇 년 동안 급속한 발전을 이루면서 밀레니얼 세대 여성 소비자의 관심을 이끌어 냈다. 이에 따라 본연구의 목적은 최근 소비 주체로 떠오르고 있는 밀레니얼 세대를 대상으로 중국 국조 화장품 브랜드 특성이 구매 의도에 미치는 영향을 검증하는 것이다. 연구의 방법으로는 중국 밀레니얼 세대 여성 소비자의 소비 특성, 국조, 국조 화장품 브랜드 등에 관한 각종 문헌을 고찰했으며, 국조 화장품 브랜드의 특성에 관한 문헌을 살펴보고 문화성, 패션성, 혁신성의 3가지 특성을 도출했다. 그리고 국조 화장품 브랜드를 대표하는 ‘화서자(Florasis)’, ‘바이췌링(SPDC)’, ‘마오거핑(MGPIN)’이라는 3개 브랜드를 중심으로사례를 분석했다. 다양한 선행연구 문헌들을 바탕으로 연구 모형 및 가설을 설정했고, 가설의 검증을 위하여 중국 밀레니얼 세대에 속하는 여성 소비자를 대상으로 설문조사를 진행했다. 총 381부의 자료를수집했지만, 국조 화장품 브랜드에 대해 알지 못하는 응답자 45명을 제외하고 최종 336부의 설문지를유효한 분석 자료로 사용했다. 분석 방법은 국조 화장품 브랜드의 문화성, 패션성, 혁신성의 3개 독립 변수와 1개의 종속 변수인 구매 의도의 인과관계를 파악하고자 SPSS 통계 시스템을 활용하여 분석했다. 분석 결과, 국조 화장품 브랜드의 패션성과 혁신성은 중국 밀레니얼 세대 여성 소비자의 구매 의도에 긍정적인 영향을 미치는 것으로 파악된 반면, 브랜드의 문화성은 이들의 구매 의도에 유효한 영향을 미치지 않았다. 즉, 국조 화장품 브랜드는 중국 고유의 문화적 요소, 중국 문화에 관한 색상, 중국만의 독특한 스타일을 보여주거나 전통 민족문화를 느낄 수 있게 하지만, 이것이 중국 밀레니얼 세대 여성 소비자의 구매 의도에 큰 영향을 미치지 않은 것이다. 따라서 중국 밀레니얼 세대 여성 소비자들의 구매를 촉진시키기 위해서는 국조 화장품 브랜드의 문화성 측면에 대한 투자보다는 브랜드의 유행도와 인지도를높이고, 창의적이고 독창적인 디자인을 개발하여 매력적인 브랜드를 구축하는 것이 적합할 것이다.
Abstract
As China’s economy grows, Chinese brands are developing significantly. In particular, the China-Chic brand has developed rapidly in recent years, drawing attention from millennial female consumers. This study aims to confirm how the characteristics of China-Chic cosmetics brands affect Chinese millennials in terms of their purchase intentions. By reviewing various studies on consumption characteristics, China-Chic, and China-Chic cosmetics brands that they frequently use, the author summarizes the characteristics of China-Chic cosmetics brands as follows: culture, fashion, and innovation. The case was analyzed focusing on three brands, “Florasis,” “SPDC,” and “MGPIN,” which represent China-Chic cosmetics brands. Models and hypotheses of the study were established based on various prior research literature, and a survey was conducted on female consumers belonging to the millennial generation in China to verify the hypothesis. A total of 381 copies of data were collected, but the final 336 copies of the questionnaire were used as valid analysis data, excluding 45 respondents who did not know about the China-Chic cosmetics brands. SPSS was used to understand the causal relationship between the three independent variables of culture, fashion, and innovation of the China-Chic cosmetics brand and one dependent variable, purchase intention. The result found that the fashion and innovation of China-Chic cosmetics brands had a positive effect on the purchase intention of female consumers in Chinese millennials, while the culture did not have a valid effect on their purchase intention. The China-Chic cosmetics brand allows you to see Chinese cultural elements, colors about culture, and unique styles or feel the traditional ethnic culture, but this did not have a positive effect on female consumers in Chinese millennials’ purchase intention. Therefore, to promote the purchase of Chinese millennial female consumers, it would be appropriate to build an attractive brand by raising the China-Chic cosmetics’ popularity and awareness, developing creative and original designs, rather than investing in the culture.
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