눈 화장품 사용실태 및 구매행동에 관한 연구 : 20~30대 여성중심으로

다국어 초록 (Multilingual Abstract)

This study has researched and investigated on the usage conditions and purchase behavior by classifying eye make-ups that women place a great deal of emphasis during the make-up into eye shadow, eyeliner, mascara and artificial eyelashes. The subjects of research have been sampled targeting the women of twenties-thirties living in Busan area.
First, as a result of examining the general forms of eye-makeups, the purpose of eye-makeup among the women of twenties-thirties was mostly to make clear eye shape, the part women care about the most during the eye-makeup was shown as eyeliner and mascara was being most widely used for the product used during the eye-makeup among the respondents. The image which women prefer during the eye-makeup was mostly ‘feminine and mature image’.
Second, as a result of examining the usage conditions of eye-makeups, the pearl powder type product was preferred the most in case of the eye shadow. In case of the eyeliner, the women in their twenties preferred gel type products while women in their thirties preferred the products that are convenient to use as pencil-brush type and had the most cases of caring about the application. The volume mascara was preferred the most in case of the mascara and shown as placing a great deal of emphasis on the application. In case of artificial eyelashes, many women were shown as preferring the artificial eyelashes of natural design.

Third, as a result of examining the purchase of eye-makeups, the place to purchase eye-makeups was mostly cosmetic shops. The reason for selecting the purchase site was because the purchase of product was convenient and the information related to the purchase was mostly gained through the internet. For the product purchase cost, many were less than 30,000 won while the parts which women consider as important while purchasing make-ups were shown as quality and function. The motive for purchasing eye shadow products was mostly because of having experience of usage and there were many cases of purchasing the same products for the most part. For the purchased eye shadow brand, women purchased many of domestic cosmetics, shown as re-purchasing after about 4-6 months while eyeliner, mascara and artificial eyelashes have also shown the same result to have no significant difference. The artificial eyelashes were shown as re-purchasing once a week.
Looking from the result of research above, it could be found that most women in their twenties to thirties were doing eye-makeup to make clear eye shape so that it is necessary to have users select and use the suitable products by providing the directions and proper information according to the preference by the form of eye make-up. Also the categorized information about the usage conditions and general purchase behavior on eye-makeups is thought to contribute to the development of domestic eye make-up product cosmetics market by being utilized as the basic material for the product development and setting up the marketing strategy.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 및 목적 1
• 2. 연구의 문제 2
• Ⅱ. 이론적 배경 3
• 1. 눈 메이크업 정의 3
• 2. 눈 화장품 시장현황 5
• 3. 눈 화장품 분류 7
• 1) 아이새도우 (eye shadow) 7
• 2) 아이라이너 (eye liner) 9
• 3) 마스카라 (mascara) 11
• 4) 인조속눈썹 (false eye lashes) 13
• 4. 눈의 형태적 메이크업 15
• 1) 눈의 구조와 명칭 15
• 2) 눈 메이크업 부위별 명칭 16
• 3) 눈 형태에 따른 아이 메이크업 17
• Ⅲ. 연구방법 20
• 1. 연구대상 및 자료수집 20
• 2. 연구내용 및 분석방법 20
• Ⅳ. 연구결과 및 고찰 21
• 1. 연구대상자의 인구 통계학적 특성 21
• 2. 눈 메이크업 화장행동 23
• 1) 눈 메이크업의 목적 23
• 2) 눈 메이크업의 중요도 24
• 3) 눈 메이크업시 신경 쓰는 눈 화장 25
• 4) 선호하는 눈 메이크업의 이미지 26
• 3. 눈 메이크업 화장품의 사용 실태 27
• 1) 아이새도우 사용실태 27
• 2) 아이라이너 사용실태 32
• 3) 마스카라 사용실태 37
• 4) 인조 속눈썹 사용실태 41
• 4. 아이메이크업 화장품의 구매행동 42
• 1) 아이메이크업 화장품 구매 성향 42
• 2) 아이새도우 구매 행동 45
• 2) 아이라이너 구매 행동 49
• 3) 마스카라 구매 행동 53
• 4) 인조 속눈썹 구매 행동 57
• Ⅴ. 결론 및 제언 61
• 1. 요약 및 결론 61
• 2. 연구의 한계점 및 제언 63
• 참고 문헌 64
• 영문초록 66
• 설 문 지 69
• 감사의 글 77