Journal of the Korean Society of Cosmetology 2019;25(3):631-642.
Published online June 30, 2019.
한·중 여성의 미디어 이용에 따른 화장품 지각과 구매의도-자아존중감과 자기효능감의 조절효과를 중심으로-
김은수, 정민수
Cosmetics Perception and Purchasing Intention According to Media Use of Korean and Chinese Women-Moderating Effects of Self-esteem and Self-efficacy-
Eunsoo Kim, Minsoo Jung
Abstract
This study aims to analyze the perception of cosmetics and purchasing intention based on the use of beauty products related to media for women reside in Korea and China. Moderating effect is self-esteem and self-efficacy. This study executes a web survey for 20-39 years old women reside in Seoul and Beijing(n=1,200). Through multiple regression analysis, Korean women increased the perception of cosmetics (
Key Words: Cosmetics awareness, K-beauty, Korean and Chinese women, Media, Purchase intention of cosmetics


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