Journal of the Korean Society of Cosmetology 2020;26(1):60-68.
Published online February 28, 2020.
20대 중국 여성의 화장품 구매행동에 관한 연구(II) -한국 여성과의 비교를 중심으로-
박광희
Cosmetic Purchase Behavior of Chinese Females in Their 20s(II) -Focused on Comparing with Korean Females-
Kwanghee Park
Abstract
This study examined cosmetic purchase behavior of Chinese females and investigated differences in cosmetic purchase behavior between Chinese and Korean females. Cosmetic purchase behavior is composed of variables such as reason for using cosmetics, use of information source, selection criteria, place of purchase, reason for visit, interest in cosmetics, satisfaction with cosmetics, purchase propensity, pursuing image, purchase frequency, and purchase amount. The surveys were conducted with 312 Chinese females in their 20s from July 5th to 29th 2017 and with 308 Korean females in their 20s from December 5th to 10th 2016. Data collected from respondents through internet surveys were analyzed using descriptive statistics, t-tests, and chi-square tests. Chinese females considered skin protection as the most important reason for using cosmetics and mainly gained information on cosmetics through internet, friends or family members. They regarded skin suitability as the most important selection criterion for buying cosmetics and mostly pursued a clear and pure image through makeup. The results of t-tests showed significant differences in reason for using cosmetics, use of information source, selection criteria, place of purchase, reason for visit, interest in cosmetics, and satisfaction with cosmetics between Chinese and Korean females. The results of chi-square tests revealed significant differences in purchase propensity, pursing image, purchase frequency, and purchase amount between them. The results of this study will help to understand difference between Chinese and Korean consumers and develop marketing strategies such as development, sales promotion, and distribution for entering and expanding Chinese cosmetic market.
Key Words: Chinese females, Cosmetic purchase behavior, Reason for using cosmetics, Selection criteria, Use of information source
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