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중국 8090세대 여성들의 라이프스타일에 따른 한국 화장품 구매행동 및 브랜드 선호도 차이
유영파 ( Ying Bo Liu ),왕가혜 ( Jia Hui Wang ) 한국미용학회 2015 한국미용학회지 Vol.21 No.2
The purpose of this paper is to target on the Chinese 8090 generation women and to research according their lifestyle the differences between Korean cosmetic purchasing behavior and brand preference, and to put forward basic data for the differentiated marketing strategy of the major consumer``s lifestyle in Chinese cosmetics market. Questionnaires data of 321 Chinese 8090 generation women who had purchase experience of Korean cosmetic products. According to the result of this study, the Chinese 8090 generation women``s lifestyle was classified into 3 groups such as ``Korean trend-oriented group``, ``fashion trend-oriented group``, and ``Entertainment trend-oriented group``, the different groups of 8090 generation who were influenced by the Korean cosmetic purchase behavior and brand preference. The ``Korean trend-oriented group`` used online shopping mall mostly according to their own experience and this group considered their skin types. This group made great point on the brand image, price, store image, advertising models and purchase atmosphere as well. The ``Fashion trend-oriented group`` were considered their skin type according to the TV and Internet advertisements and used internet shopping mall mostly. The ``Entertainment trend-oriented group`` tend to use tax free shop and attached great importance to advertising model and the store identity. The first consideration of their skin condition was according to their own experience.
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