Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Purchasing Behavior of Cosmetics of Chinese Women Depending on Their Complex Purchasing Tendencies

중국여성들의 복합적 구매성향에 따른 화장품 구매행태

  • 장혜정 (서경대학교 미용예술학과) ;
  • 유은경 (신한대학교 글로벌관광경영학과) ;
  • 권혜진 (숭실대학교 화학공학과)
  • Received : 2017.03.01
  • Accepted : 2017.04.20
  • Published : 2017.04.28
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Abstract

This study conducted a survey on 319 Chinese women in their 20s to 50s living in three large cities in China, with an aim to analyze the influence on the purchasing behavior and satisfaction for Korean cosmetics depending on their complex purchasing tendencies. According to the research, the rational tendency was higher when the subjects were over 40 years old and married, and the impulsive tendency was the highest in those in their 30s. There was no huge difference in regions depending on the two tendencies, while there were statistically significant differences in purchasing period, times and costs when buying cosmetics. In addition, purchasing satisfaction for cosmetics had a positive correlation with purchasing tendencies. The subjects pursued convenience in purchasing as their rational tendency was higher, while they sought the trends as their impulsive tendency was higher. Based on the results, it is expected to maximize purchasing satisfaction of Chinese female consumers depending on their purchasing tendencies, if the Korean cosmetics makers provide reliable quality assurance, product exchange and customer management services. It is also expected to help revitalize the beauty market for China as well as Southeast Asia, if the Korean cosmetics companies implement differentiated marketing strategies targeting the customers in the age group with the impulsive consumption tendency.

본 연구는 중국여성들의 복합적 구매성향에 따른 한국 화장품의 구매 행태와 만족도를 알아보고자 중국 대도시 3곳에 거주하는 20~50대 여성 319명을 대상으로 설문조사를 진행하였다. 설문은 선행연구를 바탕으로 재구성하여 총45문항으로 구성하였다. 연구 결과 합리적 구매성향은 40대 이상의 연령과 기혼일수록 높은 경향을 보였고, 충동적 구매성향은 30대에서 가장 높게 나타냈다. 지역별로는 두 성향에 따른 큰 차이를 보이지 않았고, 구매 성향에 따른 화장품 구매 시 구매기간, 구매횟수, 구매비용에서 통계적으로 유의미한 차이를 나타냈다. 또 화장품 구매 만족도는 구매성향과 정의 상관이 있었고, 합리적 성향이 높을수록 편이추구 구매행태를, 충동적 성향이 높을수록 유행지향 구매행태를 나타내었다. 이상의 결과에 따라 국내 화장품 회사가 제품에 대한 신뢰와 고객관리서비스를 뒷받침한다면 중국 여성 소비자들의 구매 형태에 따른 만족도를 극대화 시킬 수 있으며, 충동적 소비성향을 보이는 연령의 고객을 대상으로 차별적 마케팅 전략을 수행한다면 중국뿐 아니라 동남아를 향한 뷰티 시장의 활성화에도 큰 도움이 될 것으로 생각된다.

Keywords

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