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- 저자 : 왕준적(Jun-Di Wang) (검색결과 3 건)
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왕준적(Jun-Di Wang),서현숙(Hyun-Suk Seo),이은희(Eun-Hee Lee) 한국화장품미용학회 2016 한국화장품미용학회지 Vol.6 No.1
This study analyzed Korean and Chinese womens perception of herbal cosmetics, targeting women residing in Seoul of Korea and Beijing of China. The main results of this study are like below. First, the sense of beauty is the statistical rate showing that Chinese women start having it later than Korean women, which means that China is still influenced by Korea. Second, regarding the perception of herbal cosmetics, Korean women focus on the differentiation of ingredients while Chinese women focus on the safety for skin. Third, Chinese women show greater favorable feelings toward herbal cosmetics than Korean women while they are also willing to invest more money in the consumption of herbal cosmetics. Due to the influence of the recent K-wave, there have been active researches on herbal cosmetics using herbal ingredients as raw materials. However, there are not many comparative researches on differences in the concrete perception of herbal cosmetics, targeting Korean and Chinese women. Thus, this study is expected to contribute to active research activities in the future, and also to provide basic data such as education related to herbal cosmetics and marketing strategies in case when Korean herbal cosmetics enter the Chinese market.
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중국 20~30대 여성이 지각하는 화장품 브랜드동일시가 브랜드애착 및 브랜드충성에 미치는 영향
왕준적 ( Jun-di Wang ),김주연 ( Ju-youn Kim ) 한국미용학회 2019 한국미용학회지 Vol.25 No.3
The purpose of this study was to examine the effects of brand identification, which perceived about cosmetics by Chinese female consumers, on brand attachment and brand loyalty. To provide basic information for setting the brand strategy for cosmetics brand companies competing in Chinese cosmetics market. 450 Chinese female consumers located in Beijing were selected as subjects through convenience sampling for a survey for 50 days from January 1 to February 20 in 2019. Date processing and analysis used the SPSS 21.0 program. As a result, firstly, functional brand identification has a significant positive effect on reliability brand attachment. Social brand identification and personal brand identification have a significant positive effect on ego-relevance brand attachment. Social brand identification and functional brand identification have a significant positive effect on intimacy brand attachment. Secondly, all factors of brand identification have a significant positive effect on brand loyalty. Thirdly, all factors of brand attachment have a significant positive effect on brand loyalty. In conclusion, cosmetics brand companies must meet the functional needs of Chinese female consumers, at the same time meet the symbolic needs of Chinese female consumers. In this way, Chinese female consumers will be encouraged to form a long-term friendly relationship with cosmetics brands, and as a result of that the brand loyalty will be formed. Finally, it will help cosmetics brand companies to dominant market position in Chinese cosmetics market.
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중국여성의 메디컬스킨케어 인식이 메디컬스킨케어 만족도에 미치는 영향
왕준적(Jun-Di Wang),서현숙(Hyun-Suk Seo) 한국인체미용예술학회 2019 한국인체미용예술학회지 Vol.20 No.2
This study attempted to analyze the perception of medical skincare and customer satisfaction among Chinese women so as to provide basic data for marketing strategies needed for South Korean medical skincare services to penetrate the Chinese market and for medical skincare-related training for Chinese consumers. For this, a questionnaire survey was conducted among women who had had experienced prior medical skincare treatment among those living in Beijing, China from November 1 to 25, 2018 (25 days). A total of 300 copies excluding 5 poorly answered ones were used for final analysis. For the analysis of collected data, frequency analysis, multiple response analysis, one-way ANOVA and simple regression analysis were performed, using SPSS v. 21.0. The results found the following: First, regarding general characteristics, ‘married’, ‘30s’, ‘professional/technical job’ and ‘less than KRW 1 million’ were most responded in marital status, age, occupation and average monthly income, respectively. Second, concerning medical skincare service patterns, when asked what the biggest advantage of medical skincare was for them, ‘it improves skin conditions, using the most appropriate medical device’ was most responded. In terms of the reasons to get medical skincare, ‘to alleviate skin troubles’ was most responded. When asked what treatment they usually get, ‘pigment, elasticity, erythema, pore and scar-related skincare using laser light’ was highly responded. Third, in terms of differences between the perception of medical skincare and customer satisfaction by general characteristics, a statistically significant difference was found by marital status, occupation and average monthly income while there was no significant difference in age. Lastly, the perception of medical skincare revealed a positive influence on customer satisfaction with statistical significance.
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