Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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A Comparative Study on the Recognition and Purchasing Behavior of Cosmeceutical Cosmetics and Medical Cosmetics

코스메슈티컬 화장품과 메디컬 화장품의 인식도 및 구매 행동에 따른 비교 연구

  • Lee, Ho-Kyung (Department of Cosmetology, Konkuk University) ;
  • You, Seon-Hee (Department of Beauty Stylist-Major in Skin Care, Yeonsung University) ;
  • Li, Shun-Hua (Department of Education Theory of Cosmetology, Konkuk University)
  • Received : 2019.02.13
  • Accepted : 2019.03.12
  • Published : 2019.03.31
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Abstract

The purpose of this study was to compare and analyze the differences and satisfaction of each purchase behavior by classifying cosmeceutical and medical cosmetics. A total of 861 questionnaires were distributed to males in their 20s to 50s (from 1 march 2017). A total of 446 respondents with experience using cosmeceutical cosmetics and medical cosmetics used as the final analysis material. According to the study, the term recognition for cosmeceutical cosmetics and medical cosmetics was very low. The differences in each purchase behavior were not statistically significant. but cosmeceutical cosmetic products have been found to have a significant impact on quality, price, container design, and service satisfaction among purchase preference factors (p<0.05, p<0.01, p<0.001), In particular, it was found that satisfaction with quality was the greatest. Medical cosmetics have been found to have a significant positive (+) effect on brand image, price, and container design among purchase preference factors (p<0.01, p<0.001), It was also found to have the biggest satisfaction with the brand image. Based on the results of this study, The features of cosmeceutical cosmetics and medical cosmetics are subdivided. It has been deemed necessary to develop differentiated products according to each purchase behavior and preference.

본 연구는 코스메슈티컬 화장품과 메디컬 화장품으로 분류하여 각 구매 행동 차이 및 만족도를 비교 분석 하고자 하였다. 20대~50대까지의 성인 남 녀를 대상으로, 총 861부의 설문지를 배부하였으며, 코스메슈티컬 화장품과 메디컬 화장품을 구매한 경험이 있는 응답자 총 446부의 설문지를 최종 분석 자료로 사용하였다. 본 연구 결과, 코스메슈티컬 화장품과 메디컬 화장품에 대한 용어 인지도는 매우 낮은 편이었으며, 각 구매 행동에 통계적으로 유의한 차이는 없었다. 코스메슈티컬 화장품은 구매 선호도 요인 중 품질, 가격, 용기 디자인, 서비스가 만족도에 유의한 양(+)의 영향을 미치는 것으로 확인되었으며(p<0.05, p<0.01, p<0.001), 특히 품질에 대한 만족도가 가장 큰 것으로 조사되었다. 메디컬 화장품은 구매 선호도 요인 중 브랜드 이미지, 가격, 용기 디자인이 만족도에 유의한 양(+)의 영향을 미치는 것으로 확인되었으며(p<0.01, p<0.001), 브랜드 이미지에 대해 가장 큰 만족도를 미치는 것으로 조사되었다. 이와 같은 결과를 종합해 볼 때, 코스메슈티컬 화장품과 메디컬 화장품의 특징을 세분화 하여, 각 구매 행동과 선호도에 따른 차별화된 제품 개발에 힘써야 할 것으로 사료되어 진다.

Keywords

Table 1. Validation of Purchase Preference

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Table 2. Validation of Purchase Satisfaction

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Table 3. Comparison of General Characteristics and Awareness of Cosmetics

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Table 4. Comparison of Purchasing Behavior of Cosmetics According to Skin Recognition

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Table 5. Comparison of Purchasing Behavior of Cosmetics According to Expected Effects

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Table 6. Comparison of Place of Purchase (Multiple Responses)

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Table 7. Comparing Purchase Preference Differences

HGOHBI_2019_v36n1_73_t0007.png 이미지

Table 8. Comparing Satisfaction Differences

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Table 9. Comparing Repurchase Intent Differences

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Table 10. The Buying Preferences Impact on Satisfaction

HGOHBI_2019_v36n1_73_t0010.png 이미지

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