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중국 내 K-Beauty에 대한 인지도와 화장품 선택요인 연구
이선미(Sun-Mi Lee),량쉬(LIANG XU) 한국화장품미용학회 2021 한국화장품미용학회지 Vol.11 No.2
Korean cosmetics companies introduced the domestic beauty industry to the world along with the global Korean wave, and showed high growth especially in China, the largest exporter of K-Beauty. In order for the K-Beauty industry to continue to grow at this point of time, it is important to understand the selection attributes of Chinese people for cosmetics, and to apply them to establish a marketing strategy. For this purpose, this study investigated the awareness of K-beauty in China through a questionnaire study. As a result, 37.4% of Chinese who responded to the survey answered that they recognize K-beauty as Korean cosmetics, and the route they experienced K-beauty was through social networking service (SNS) and the Internet the most with 34.1%. Chinese people who think K-dramas and K-pop have an impact on the K-beauty industry accounted for 70.3%. In terms of purchasing Korean cosmetics, the most common reason for purchasing cosmetics was product excellence (39.3%), and online shopping was the most common purchase route (37.3%). The selection attributes that have the greatest influence on the satisfaction of Korean cosmetics were found to be the image and advertisement of cosmetic brands, and the quality of cosmetics.
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