| 20, 30대 중국 여성 관광객들의 화장 행동에 따른 한국 화장품의 구매 동기와 구매 만족도 |
|
김미지 |
|
|
| Purchase Motivation for and Purchase Satisfaction with Korean Cosmetics in Chinese Female Tourists in Their 20s and 30s according to Makeup Behaviors |
|
Miji Kim |
|
|
| Abstract |
|
The purpose of this study was to examine the purchase motivation of female Chinese consumers in their 20s and 30s for Korean cosmetics and their purchase satisfaction. The subjects in this study were the Chinese group tourists who visited Jeju Island and who were in their 20s and 30s. The findings of the study were as follows: The women who spent approximately 10 to 20 minutes on makeup and who only put on skin makeup bought lots of Korean cosmetics on account of the superiority of the products, and the women who applied makeup everyday, who spent roughly 10 to 20 minutes on makeup and who put on skin makeup attached more importance to skin compatibility than the other women. The women who applied makeup daily were more satisfied with buying Korean cosmetics than the others, and the women who spent 40 minutes or more on makeup were more satisfied with buying Korean cosmetics than the others. And in terms of the degree of makeup, the women who put on full makeup were more gratified with purchasing Korean cosmetics. Given the above-mentioned findings of the study, there were differences among the Chinese women in their 20s and 30s in purchase motivation for Korean cosmetics and purchase satisfaction according to their personal makeup behavior factors. Therefore it's needed to formulate effective segmented marketing strategies geared toward different consumer groups respectively by analyzing the diversity of Chinese women, and customer-oriented differentiated strategies are required. |
| Key Words:
Chinese Women, Makeup Behaviors, Korean Cosmetics, Purchase Motivation, Purchase Satisfaction |
|
PDF Links
Download Citation
