여성소비자의 한방화장품 인식에 따른 사용실태 융합연구 = A Convergence Study on the Current Use Status according to Women Users' Perception on Medicinal Herb Cosmetics

다국어 초록 (Multilingual Abstract)

This study aims to investigate the status of using medicinal herb cosmetics targeting women who had experiences of using medicinal herb cosmetics and present basic data for future development of medicinal herb cosmetics that can satisfy the needs of future customers and convergence marketing strategies. For the purposes, this study conducted a frequency test and a chi-square test (χ²) on the 351 copies of responses obtained from a survey targeting adult women to identify the use status according to perceptions on medicinal herb cosmetics. As a result, the followings were presented: As the subjects were older, they preferred medicinal herb cosmetics and intended to keep purchasing it. Customers had more confidence in the medicinal herb cosmetics when the cosmetics were good-quality. In respect to efficacy difference according to prices, the subjects who believed that there was difference in efficacy according to prices were more satisfied with the medicinal herb cosmetics and purchased products of higher price. Such results indicate it is suggested that medicinal herb cosmetics would develop further when cosmetic products that can satisfy their need are developed.

국문 초록 (Abstract)

연구목적은 한방화장품을 사용해 본 경험이 있는 여성 소비자를 대상으로 한방화장품 인식에 따른 사용실태를 조사, 분석함으로써 고객의 욕구를 충족시키는 융합 마케팅 전략 수립과 향후 한방화장품 제품 개발 및 시장 활성화를 위한 기초자료를 제공하는데 있다. 연구방법은 광주광역시의 성인 여성을 대상으로 조사한 설문지 351부를 빈도분석과 카이스케어검정(χ²)을 실시하여 한방화장품 인식에 따른 사용실태를 분석하였다. 연구 결과 한방화장품 인식에 따른 한방화장품 사용실태는 높은 연령일수록 한방화장품을 선호하는 것으로 나타났고 다른 연령에 비해 지속적으로 구매의향이 높은 것으로나타났다. 또한 한방화장품의 우수성에 따라 한방화장품을 사용하는 소비자는 한방화장품에 대한 신뢰도가 높다고 나타났으며 가격대별 효능 차이에 대한 사용실태는 효능의 차이가 있다고 여기는 소비자들의 만족도가 높고 구매가격도 높은 것으로 나타났다. 따라서 한방화장품의 효능을 부각시키는 마케팅 전략을 수립하고 다양한 연령층 맞는 제품을 개발하는 등 고부가가치인 화장품 시장에서 소비자들의 욕구를 만족시킨다면, 한방화장품은 명품화장품 브랜드로 거듭날 수 있을 것이다.

참고문헌 (Reference)

1 박성혜, "한방차 조성물의 세포활성과 혈관이완 효과에 대한 융합적 연구" 한국융합학회 8 (8): 291-297, 2017

2 유은경, "인터넷쇼핑몰을 이용하는 소비자들의 기능성화장품에 대한 인식 실태 분석" 한국디지털정책학회 14 (14): 555-561, 2016

3 임현진, "약사법상 한약제제의 정의 중 한방원리의 의미에 대한 고찰" 대한한의학방제학회 23 (23): 1-14, 2015

4 김미원, "네일 융복합보강제의 사용실태 및 인식도 조사" 한국디지털정책학회 13 (13): 535-542, 2015

5 S. Y. Kang., "The study regarding the purchase preference of women in twenties with the oriental medicine cosmetics" Sookmyung Women's University 2006

6 J. R. Kang., "The research regarding the satisfactory tile purchase conduct with the korean herbal cosmetics of the job women : in the Jeollabukdo area" Sookmyung Women's University 2006

7 S. M. Beak., "The Structural Relationship among Customer Preference of Design Element, Customer Satisfaction, and Brand Loyalty in Korean Ethnic Cosmetics : Focused on Chinese Customers" Ewha Womans University 2012

8 M. S. Lee., "Research on the perception of fermented cosmetics and the satisfaction level of ‘Korean Medicine Herb' cosmetics" Konkuk University 2010

9 S. K. Jung, "Industrial Status of Oriental Medicine Cosmetics" 45 (45): 45-50, 2012

10 Ministry of Food and Drug Safety, "Guidelines for Medicinal Herb cosmetics products" Ministry of Food and Drug Safety

11 S. T. K. Suzuki, "Factors which determine attitude of Japanese" Seoul National University 2010

12 S. M. Lee., "Consumer's recognition and actual usage of cosmetic ingredients and functional cosmetics" Seokyeong University 2014

13 홍진철, "B대학생들의 미(美) 인식과 융합교육과의 관련성 연구" 한국융합학회 7 (7): 136-143, 2016

14 J. Y. Um., "An empirical study on the oriental herbal cosmetics purchase behaviors in women in the metropolitan area" Sookmyung Women's University 2003

15 S. S. Shin, "An Investigation of Social Commerce Service Quality on Consumer's Satisfaction" 5 (5): 27-32, 2015

16 K. S. Kim., "Actual Profile on Female Undergraduates' Use and Purchase of Korean Medicinal Herb Cosmetics" Sookmyung Women's University 2007

17 S. Y. Kim., "A study on the use of cosmetics and purchasing behavior" Sookmyung Women's University 2014

18 J. S. Jung., "A study on the perception and reality of usage for fermented herbal cosmetics" Chungang University 2016

19 I. S. Seo., "A Study on the Status of Women’s Using Herb Medicinal Cosmetics and on the Behaviors of Purchasing by Age" Seokyeong University 2010

20 Y. J. Choi., "A Study on the Propensity to Consume Oriental Herbal Cosmetics" Sookmyung Women's University 2006

21 S. H. Park., "A Study on the Actual Result of Herbal Cosmetics according to its purchasing trend :Based on Women Customers" Sungshin Women's University 2015

22 H. Y. Choi., "A Study on Reformation of Korean Medicine Cosmetics' Brand Identity Image" Changwon University 2015

23 M. H. Lee., "A Study on Customer`s Behavior on Purchasing Oriental Herb Cosmetics" Chungang University 2005

24 B. B. Byeom., "A Study on Chinese Women's Satisfaction and Repurchase Intention of the Korean Naturalistic Cosmetics: Focused on Propensity of LOHAS" Konkuk University 2012

25 E. J. Yu., "A Study on Awareness and Use of Korean Herbal Cosmetics" Sookmyung Women's University 2014

26 B. M. Kim, "A Study of Response and Plan to Decrease Damage of ISP Secure Payment" 5 (5): 33-38, 2015

27 Y. P. Sun., "A Comparative Study on Satisfaction and Repurchasing Intention of Korean Oriental Medicine Cosmetics between Korean and Chinese Female Consumers" Konkuk University 2015

28 J. D. Wang., "A Comparative Study for Korea and Chinese Women’s Recognition about Herbal Functional Cosmetics" Seokyeong University 2016