[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.9708/jksci.2022.27.01.149

Effects of consumption Propensity to spend on shopping live broadcast of in Chinese Women on selection attributes of beauty products

Ying, Qiaomeng (Dept. of Beauty Science, Kwangju Women's University)
Kim, Kyeong-Ran (Dept. of Beauty Science, Kwangju Women's University)

Publication Information

Journal of the Korea Society of Computer and Information / v.27, no.1, 2022 , pp. 149-156 More about this Journal

Abstract

This research focuses on women in their 20s and 30s who have experience in consuming beauty products in the live broadcast of beauty products in China to find out the effects of consumers' consumption propensity on beauty product selection attributes. The data analysis is performed from April 29 to May 25, 2021 by using SPSSWIN 21.0 program for frequency analysis, factor analysis, reliability appraisal, technical statistical analysis, correlation analysis and multiple regression analysis. And the results of the study are as follows: According to the survey, the general characteristics are 20~25 years old, university, and the consumer price is between 500,000 and 1 million won. In terms of consumption propensity that the intrinsic pursuit of consumption, the impulsive consumption, the external pursuit of consumption were on a high average score which was 3.76, 3.63, 3.56 respectively, and in terms of the selection attributes of beauty products that the product intrinsic attributes, and the external attributes of products were on a high average score which was 3.91, 3.69 respectively. The external/internal attributes of beauty product selection attributes are all related to consumption propensity. According to the survey, the external pursuit of consumption, internal pursuit of consumption, and impulsive consumption of the propensity to consume all have a meaningful influence on the external/internal attributes of products. This result proves that the consumption tendency of beauty live broadcast consumers has a huge impact on the selection attributes of beauty products. In this regard, according to the consumption tendencies of Chinese women, the necessity of differentiated live-streaming marketing strategies for beauty products based on the characteristics of beauty product brands, categories, and designs has been proposed.

Keywords

Shopping Live Broadcast; Consumption propensity; Beauty Products; Selection Attributes;

Citations & Related Records

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