International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A study on functional cosmetics purchasing behavior and satisfaction based on psychological characteristics post-COVID-19

  • Jang, Min-ah (Dept. of Bio Health Care System, Sung Kyul Univ.) ;
  • Lee, Jung Min (Dept. of Bio Health Care System, Sung Kyul Univ.)
  • Received : 2022.07.27
  • Accepted : 2022.09.01
  • Published : 2022.09.30
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Abstract

This study aims to quantitatively understand the influence of changes in functional cosmetics purchasing sentiment on purchasing behavior and purchase satisfaction after the COVID-19 pandemic and present empirical analysis results regarding the rapidly changing cosmetics consumption market. This study empirically analyzed the structural relationship between non-face-to-face service purchase behavior, functional cosmetics purchase behavior, and functional cosmetics purchase satisfaction to predict purchase behavior of functional cosmetics by psychological characteristics after COVID-19. The collected data were analyzed using SPSS 22.0 (Statistical Package for Social Science) program and Amos 21.0, and correlation analysis was performed to understand the relationship between consumers' purchasing behaviors of functional cosmetics according to their perception of risk of COVID-19 carried out.Summarizing the results of this study, it was found that the higher the anxiety after the corona outbreak, the higher the non-face-to-face service purchase behavior and the functional cosmetics purchase behavior. It was found that purchase satisfaction increased when purchasing behavior of functional cosmetics increased, but purchase satisfaction decreased as anxiety increased after the outbreak of Corona.In this study, a sample of 1452 people were used as research data, and the theoretical implications for the development of functional cosmetics were presented by confirming the effect of changes in non-face-to-face service purchase behavior according to psychological characteristics after Corona 19 on consumer satisfaction.

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