복식문화연구 (The Research Journal of the Costume Culture)

  • 제24권4호
  • /
  • Pages.511-529
  • /
  • 2016
  • /
  • 1226-0401(pISSN)
  • /
  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
DOI QR코드

DOI QR Code

중국 여성 소비자의 라이프스타일 유형별 한국 화장품 소비행동 비교

Chinese female consumers' lifestyle groups and consumer behavior for Korean cosmetics

  • 박지선 (인천대학교 패션산업학과) ;
  • 유혜경 (인천대학교 패션산업학과) ;
  • 김찬주 (인천대학교 패션산업학과)
  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University) ;
  • Yu, Haekyung (Dept. of Fashion Industry, Incheon National University) ;
  • Kim, Chanju (Dept. of Fashion Industry, Incheon National University)
  • 투고 : 2016.08.03
  • 심사 : 2016.08.29
  • 발행 : 2016.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

키워드

참고문헌

  1. Ahn, J.-S., & Kim, J. R. (2010). Analyzing Chinese consumers' lifestyle and the perception of country image and its effect. Journal of Northeast Asian Economic Studies, 22(2), 191-233.
  2. Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469-480. doi:10.1037/0003-066X.55.5.469
  3. Bierbower, A. (2015, May 20). The empowered female market in China. China Skinny. Retrieved on August 06, 2016 from http://www.chinaskinny.com/blog/the-empowered-female-market-in-china
  4. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). Orlando: Harcourt College Publishers.
  5. Chaiy, S. (1992). Systematic analysis of Korean lifestyle. Journal of Consumer Studies, 3(1), 46-63.
  6. Fung Business Intelligence Centre. (2014, April). China's cosmetics market, 2013. Retrieved August 01, 2016, from http://www.funggroup.com/eng/knowledge/research/industry_series24.pdf
  7. HKTDC Research. (2016, July 25). China's cosmetics market. Retrieved August 01, 2016, from http://china-trade-research.hktdc.com/business-news/article/China-Consumer-Market/China-s-Cosmetics-Market/ccm/en/1/1X000000/1X002L09.htm
  8. Hong, S.-T., & Park, E.-A. (2005). Comparison of female consumers' purchasing behavior by lifestyle types: In the case of cosmetics. Korea Marketing Review, 20(1), 55-89.
  9. Hwang, J. S., & Kweon, S. A. (2006). The purchasing behavior and the satisfaction for door to door selling cosmetics according to lifestyles. Journal of the Korean Society of Clothing and Textiles, 30(5), 742-752.
  10. Kim, B. Y. (2016, April 05). 한류 바람 타고 화장품 수출 연간 3조 육박 [Cosmetics exports reaching 3 trillion won on the popularity of Hallyu]. YTN, Retrieved August 01, 2016 from http://www.ytn.co.kr/_ln/0102_201604052303198755
  11. Kim, H.-J. (2009). A study of segmentation on environment-friendly cosmetic purchasing behavior according to well-being consumer' lifestyle. Korea Journal of Beauty Design, 5(2), 193-207.
  12. Kim, J. H., & Jia, Y. H. (2005). Assessing the perspective of individual consumers on cosmetics brand purchasing according to their lifestyle of young consumers living in the metropolitan areas of China. Journal of Global Scholars of Marketing Science, 15(3), 1-30.
  13. Kim, J. H., & Son, J. Y. (2008). A study on lifestyle and cosmetics purchasing behavior: Focused on the comparison of Korean and Chinese female college student. Journal of the Korean Society of Clothing and Textiles, 32(7), 1104-1115. doi:10.5850/JKSCT.2008.32.7.1104
  14. Kim, M. H., & Lee, H. J. (2008). A study on brand trust of color cosmetics according to lifestyle of 20-40s woman consumer. Korean Journal of Human Ecology, 17(5), 1015-1026. doi:10.5934/KJHE.2008.17.5.1015
  15. Kim, S.-Y., & Nam, M.-W. (2010). A study on white collar men's knowledge of skin and their pattern of purchasing cosmetics by their lifestyle. Asian Journal of Beauty and Cosmetology, 8(2), 195-210.
  16. Kim, Y. J., & Kim, H. (2000). A literature review on the value and the lifestyle of contemporary Chinese consumers. International Business Journal, 11(1), 1-31.
  17. Kim, Y. J., Kwon, J. E., Park, C. H., & Lee, J. H. (2007). An empirical study on Chinese consumer's lifestyle: Focused on Beijing, Shanghai, Guanzhou. Korea Marketing Review, 22(2), 21-47.
  18. Korea Health Industry Development Institute. (2015). 2015년 화장품산업 분석 보고서 [Report on 2015 cosmetics industry] (자체-화장품-2015-49). Retrieved August 01, 2016, from https://www.khidi.or.kr/board/view?linkId=162722&menuId=MENU00085
  19. Lee, E.-J., Rui, D.-G., & Lee, C.-S. (2012). An empirical study on brand positioning of Korean cosmetics firms at Chinese market - Focused on Chinese student with MDS method. Journal of North-east Asian Cultures, 30, 295-311.
  20. Lee, J. (2016, August 3). Fast beauty: Korean cosmetics shine in China, draw investors. Reuters, Retrieved on August 10, 2016 from http://www.reuters.com/article/southkorea-cosmetics-idUSL4N1A82DF
  21. Lee, J.-H. (2010a). The market segmentation according to lifestyle types of Chinese consumers: Focused on Beijing residents. Journal of Product Research, 28(5), 125-137.
  22. Lee, J.-H. (2010b). The market segmentation according to lifestyle types of Chinese consumers: Focused on Shanhai residents. Journal of Fashion Business, 14(5), 176-194.
  23. Lee, M.-H. (2000). The purchasing behavior and use of cosmetics associated with self-monitoring and demographic variables. The Research Journal of the Costume Culture, 8(5), 771-784.
  24. Lee, M.-Y., & Kim, Y.-S. (2006). A study on the cosmetics purchasing behavior according to the 20-30 year old men's life style. Journal of the Korean Society of Costume, 56(1), 56-69.
  25. Lee, S. H., Yoo, C. J., & Choi, S. M. (2005). A study on cosmetic purchasing behavior and pursuing value based upon types of lifestyle: Focusing on twenties and thirties women. The Korean Journal of Consumer and Advertising Psychology, 6(3), 79-99.
  26. Liu, P. (2016, March 18). The power behind China's "she economy". Mintel, Retrieved on August 06 2016, from http://www.mintel.com/blog/consumermarket-news/the-power-behind-chinas-she-economy
  27. Ollagnier, M., & Feitosa, J. (2012, August 28). Beauty is in the eye of the trendsetter. GCI magazine, Retrieved August 01, 2016 from http://www.gcimagazine.com/marketstrends/consumers/167739405.html
  28. Ryu, S.-J. (2009). The study of behavior on buying cosmetics according to life style type for women consumers in the United State. The Research Journal of the Costume Culture, 17(1), 28-39. https://doi.org/10.29049/rjcc.2009.17.1.28
  29. Shadbolt, P. (2014, November 6). How South Korea drives Asia's love affair with cosmetics. CNN, Retrieved August 01, 2016 from http://edition.cnn.com/2014/11/05/world/asia/virtual-think-tank-china-asia-cosmetics
  30. Sun, J.-H., & Yoo, T.-S. (2003). Cosmetics purchasing behavior according to lifestyle types of discount store consumers. Journal of the Korean Society of Costume, 53(6), 75-86.
  31. Tanner, M. (2016, August 03). Chinese women: The most important group in the most important consumer group in the world. China Skinny, Retrieved on August 06, 2016 from http://www.chinaskinny.com/blog/women-most-important-consumers-china
  32. Wei, R. (1997). Emerging lifestyles in China and consequences for perception of advertising, buying behaviour and consumption preferences. International Journal of Advertising, 16(4), 261-275. doi:10.1111/j.0265-0487.1997.00060.pp.x
  33. Xu, Y.-Y., & Hwang, J.-S. (2011). Clothing consumption value and attitude toward Korean fashion brand according to lifestyles of Chinese female consumers. Journal of Korea Design Forum, 30, 71-81.
  34. Zhou, X. (2015, January 4). The power of the sheconomy. Beijing Review, Retrieved on August 06, 2016 from http://www.bjreview.com.cn/business/txt/2015-01/04/content_662302.htm

피인용 문헌

  1. Clothing behaviors of Middle-Aged Women in the Daegu-Gyeongbuk Area by Lifestyle Characteristics vol.67, pp.7, 2017, https://doi.org/10.7233/jksc.2017.67.7.001
  2. Nail-care service conceptual framework and consumer type vol.26, pp.6, 2018, https://doi.org/10.29049/rjcc.2018.26.6.966
  3. The Analysis of Chinese Male Consumer's Attribute Selection for Korean Cosmetics vol.21, pp.4, 2016, https://doi.org/10.17961/jdmr.21.4.201808.35
  4. 뷰티 블로거에 대한 중국 소비자의 준사회적 상호작용이 동영상 태도와 제품 태도에 미치는 영향 vol.26, pp.5, 2016, https://doi.org/10.29049/rjcc.2018.26.5.649
  5. Development of K-Beauty Natural Cosmetics Package Design for Asian Women vol.69, pp.8, 2019, https://doi.org/10.7233/jksc.2019.69.8.025