Journal of the Korean Society of Cosmetology 2017;23(2):308-317.
Published online April 30, 2017.
여성의 가치의식에 따른 뷰티태도와 화장품 구매요인 연구
이나겸, 우미옥
A study on Women`s Beauty Attitude and Cosmetics Purchasing Factors by their Value Consciousness
Na-kyum Lee, Mi-ok Woo
Women`s consciousness on cosmetics has been changing with changes of their values, moving up in social standing, and as a means of self-expression. This study intends to examine women`s beauty attitudes and some factors that may influence on cosmetics purchasing decision according to their value consciousness. There are two factors in women`s value consciousness including self-centered and other-conscious value consciousness. Also, there are 5 factors in beauty attitude including fashionableness, individuality, conformity and esthetic value, and cosmetics purchasing factors include 5 elements including external designs, brand images, prices, cosmetic functions, and ingredients. Factors of value consciousness were classified by group and the result showed that there are 3 groups including other-conscious group, value-conscious intermediary group, and self-conscious group. Furthermore, a survey was conducted on female consumers residing in Busan, and the survey result was analyzed using such methods as factor analysis,
Key Words: Beauty attitude, Cosmetics purchasing decision factors, Value consciousness

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