Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

Study of the Purchasing Behavior of Cosmetics :Focused on Japanese, Chinese Tourist and Korean

화장품 구매행동 연구 -한국인과 방한 중국·일본관광자를 대상으로

  • Chun, Joo-Hyung (Department of Tourism Management, Chungwoon University) ;
  • Chun, Yong-Jin (Department of Cosmetic Science, Chungwoon University)
  • 전주형 (청운대학교 관광경영학과) ;
  • 전용진 (청운대학교 화장품과학과)
  • Received : 2014.06.26
  • Accepted : 2014.12.11
  • Published : 2014.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the purchasing behavior of cosmetics among Japanese, Chinese tourists and Koreans, as well as the differences according to nationality. Based on a literature study, a questionnaire was developed and a field survey was performed. A self-administered survey was conducted throughout Myungdong and Suwon. The 251 usable questionnaires were collected. A Reliability test, Factor analysis, Regression test, and ANOVA were used. The purchasing behavior of cosmetics has 5 factors gained by the factor analysis, including the functionality of cosmetics, the newest one of the cosmetics, brand-oriented cosmetics, impulsive purchase, and physical evidence. In addition, the purchasing behavior of cosmetics is becoming complicated, and the attitudes to cosmetics has changed. Finally, there are a few differences among Japanese, Chinese tourists and Koreans. According to this research, cosmetic companies must underline their brand and focus on managing the cosmetic functionality, physical evidence of the store, and the skill and attitudes of point of sales.

이 연구는 최근 증가하고 있는 국외 관광자 중에서 화장품을 구매하는 관광자의 구매행동과 내국인의 화장품 구매행동을 파악하기 위하여 실시되었다. 특히 중국과 일본인 관광자 및 내국인을 대상으로 화장품 구매행동의 속성과 그 영향 및 집단간 차이가 있는 지를 밝히기 위함이 연구목적이다. 연구목적을 달성하기 위하여 문헌 연구와 실증연구가 실시되었다. 문헌연구에서는 화장품 구매행동과 관광자 쇼핑성향을 검토하여 실증연구를 위한 선행연구를 검토하였다. 실증연구는 국내를 방문하는 중국인과 일본인 관광자를 대상으로 설문지를 이용한 실증조사를 실시하여 조사된 자료의 신뢰성과 타당성을 검증하고 회귀분석과 분산분석을 실시하였다. 연구결과는 첫째, 화장품 구매행동은 기능성, 브랜드 지향성, 최신성, 충동성, 물리적 환경의 5개 요인이 추출되었다. 특히 소비자들은 연구자들이 이미 주목한 바 있는 기능성 중심의 화장품 구매에서 보다 복잡한 형태의 구매 즉 브랜드나 최신상품을 구매하려는 성향을 보인다. 더불어 구매전 후에 따라 구매행동 평가가 달라짐도 밝혔다. 그러나 중국, 일본 및 내국인별 화장품 구매속성은 화장품의 기능성 이외의 항목에서는 큰 차이가 없다. 이 연구결과로 볼 때 국내 화장품 기업도 브랜드를 강조하는 전략을 우선시해야 한다. 또한 화장품의 기능성 개발에 노력해야 하고 판매장소의 분위기와 판매원의 태도에 대한 노력도 기울여야 한다.

Keywords

References

  1. Anderson, L. F. & Littrell, M. A., "Souvenir-Purchase Behavior of Women Tourists, Annals of Tourism Research, 22(2), 1995. 341. DOI: http://dx.doi.org/10.1016/0160-7383(94)00080-8
  2. Chun, T, Y., and Park, N. H., "The Effect of Product Attributes on Brand Image, Customer Satisfaction and Loyalty in Cosmetics," Korea Research Academy of Distribution Information Review, 15(5), 2012. 91-104.
  3. Chung, W. S., "A Study of Shopping Satisfaction of Japanese Tourists in Korea to Increase Productivity in Tourism Sales," Productivity Review, 22(4), 2008, 51-74. https://doi.org/10.15843/kpapr.22.4.200812.51
  4. Han, C. M. and Chen, X. and Rhee, S. Y., "The Korean Wave in China and Perceived Images of Korean Brands: Korean Wave Adverting vs. Country-of-Origin Effects," Korean Management Review, 40(4), 2011. 1055-1074.
  5. Hyun, I. G. and Park, S. J., "20s-30s Chinese Women's Cosmetic Decision: Importance Performance Analysis on Shanghai Consumer's Cosmetics Attribute Selection," Korea Research Academy of Distribution Information Review, 15(3), 2012. 79-87.
  6. Hyun, M. J., & Shin, S. W., "A Study on the Effect of duty Free Shop's Selecetion Attributes on Customer's Shopping Expenditure," Tourism Research, 36, 2012, 145-166.
  7. Kim, C. J., Yu, H. K. and Kim, H. R., "Comparing Korean Cosmetics Purchase Behavior of Japanese and Chinese Tourists," Journal of the Korean Society of Costume, 62(6), 127-138, 2012. DOI: http://dx.doi.org/10.7233/jksc.2012.62.6.127
  8. Kim, G. S., "A Differences in Interests by Usage and Purchasing Behavior of Korean Herbal Cosmetics," Journal of the Korean Society of Cosmetology, 16(4), 2010, 991-1003.
  9. Kim, H. E., Chung, S. J. and Kim, D. G., "Cosmetics Purchasing Behavior by Female Consumers According to Type of Advertisement and Publicity in Women's Monthly Magazines," Journal of the Korean Society of Clothing and Textiles, 36(10), 2012, 1015-1027. DOI: http://dx.doi.org/10.5850/JKSCT.2012.36.10.1015
  10. Kim, H. S., & Choi, E. J., "Seoul Tourists' Perceived Product Satisfaction and Retail Competitiveness during Fashionable Product Shopping: Comparing Japanese, Chinese, and USA Tourists," Journal of the Korean Society of Clothing and Textiles, 33(9), 2009, 1441-1451. DOI: http://dx.doi.org/10.5850/JKSCT.2009.33.9.1441
  11. Kim, H. S., "Research on the Whitening Cosmetics Customers," Journal of the Korean Society of Cosmetology, 15(3), 2009, 891-909.
  12. Ko, M. Y., & Oh, S. H., "Duty Free Shopping Motivation and Satisfaction of Chinese Tourists," Journal of Tourism Sciences, 36(1), 2012, 201-218.
  13. Lee, H. O. and Ku, Y. S., "Structural Study on Purchase Behavior of Cosmeceuticals According to Appearance Concern," Journal of the Korean Society for Clothing Industry, 10(3), 2008, 307-315.
  14. Lee, H. Z. and Kim, H. J., "A Study on Man's Cosmetic Products Attribute Evaluation, Purchasing Behavior and Use Realities According to Lifestyle Type of 20s Men's Consumer," Journal of the Korean Society of Cosmetology, 17(2), 2011, 233-244.
  15. Lee, M. H., "Purchasing Behavior and Use of Cosmetics Associated Self-Monitering and Demographic Variables," The Research Journal of the Costume Culture, 8(5), 2000.771-784.
  16. Lee, Y. J. and Song, Y. M., "An Analysis of Features of Japanese Tourist's Shopping Travel Patterns in Korea," Journal of The Japanese Modern Association of Korea, 32, 2009, 185-209.
  17. Ryu, S. J., "The Study of Behavior on Buying Costmetics according Life Style Type for Women Consumers in the United State," The Research Journal of the Costume Culture, 17(1), 2009, 28-39. https://doi.org/10.29049/rjcc.2009.17.1.28
  18. Shin, A. K., & Lee, H. J., "A Study on the Roles and Attractions of Special Tourism Districts for the Promotion of Foreign Tourist Shopping," Journal of the Association of Korean Photo-Geographers, 20(2), 2010, 1-13.
  19. Sohn, H. K., "An Exploratory Research regarding Shopping Tourism Experiences of Inbound Chinese Tourists: Is Shopping in Korea Tour Planned or Impulsive?" Journal of Tourism Sciences, 35(4), 2011, 113-135.
  20. Spencer, D. M., Kim, D. K. & Holecek, D. F., "An Investigation of Tourists Shopping Behavior," In Travel and Tourism Research Association 30th Annual Conference Proceedings, 1999. 56-79.
  21. Timothy, D. J. and Butler, R. W., "Cross Border Shopping: A North American Perspective," Annals of Tourism Research, 22(1), 1995, 16-34. DOI: http://dx.doi.org/10.1016/0160-7383(94)00052-T
  22. Ministry of Culture, Sports and Tourism, 2012

Cited by

  1. The Cosmetic Purchase Behavior of Women in Their 20s (Ⅰ) : Focused on Consumption Value vol.67, pp.3, 2017, https://doi.org/10.7233/jksc.2017.67.3.047