• Fashion & Textile Research Journal
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• v.22 no.4
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• pp.456-468
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• 2020

Vietnam is becoming a leading country in the consumption of Korean wave. Many Vietnamese students have visited Korea due to a significant interest in the Korean wave. This study used focus group interviews with 12 Vietnamese female students in order to examine the experience of the Korean wave acceptance (RQ1), the experience of internalization toward ideal beauty (RQ2) and differences of internalization towards ideal beauty depending on the living period in Korea (RQ3). First, the results of RQ1 showed that Vietnamese students were accepting the Korean wave through media, Korean and social interaction in their daily lives. They also have a positive attitude toward Korean cosmetics and K-pop among various content of the Korean wave. Second, four focal meanings were composed through RQ2. They were the standards of ideal beauty, the causes of ideal beauty internalization and the results of ideal beauty internalization. The results of ideal beauty internalization were separated into the perception dimension and behavior dimension. Last, the results of RQ3 found that the strength of internalization of ideal beauty can very depending on the living period in Korea. This study has academic implications in that it understands Vietnamese female students who become a member of Korean society from a sociocultural perspective. The results of this study are useful to establish practical implications for young Vietnamese consumers to build desirable aesthetic values.

• Journal of the Korean Home Economics Association
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• v.39 no.7
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• pp.85-100
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• 2001

A Study on the make-up expression and purchasing behavior of make-up cosmetics based on the lifestyle. The intention of this study is to classily the consumer group based on the lifestyle, to research the characteristics and desire of the each group, and to find out the differences of the make-up expression and purchasing behavior of make-up cosmetics among each group. The result of this study are as follow; 1. We have obtained seven factors out of twenty six lifestyle items by using AIO lifestyle measurement. The seven factors are make-up high involvement factor, brand loyal factor, make-up bases factor, economical and natural beauty oriented factor, impulsive consumption oriented factor, stubborn choice factor, sensitive to others view factor 2. We have formed four groups based on the seven factors. The four groups are impulsive consumption type, professional make-up type, intentional make-up type, basic type. 3. It was examined that women want to express smart, ellegant and intelligent images form the make-up 4. According to the examination of the differences of the purchsing behavior, only the purchase motive, information source and cosmetics purchase amount per month was differentiate among the groups.

• Fashion & Textile Research Journal
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• v.19 no.6
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• pp.712-722
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• 2017

Attention to appearance is a common concern for all. Images created by appearance play an important role in judging people in terms of social life in contemporary society. This study investigated general behaviours of appearance management behaviours of both male and female college students, and categorised consumption emotion experienced by appearance management. In this regards, it was examined how consumers' psychological mechanism of consumption emotions influences consumers' satisfaction and their behavioural intentions. The main results are as follows: First, female students invest more time and money into appearance management compare to male students and have a higher level of attention. Secondly, both male and female students experience a variety of consumption emotions in appearance management behaviours. According to gender, female students show a higher level of positive and negative consumption emotions than male students. Thirdly, there are five emotional types (Confidence, Annoyance, Refreshment, Enjoyment, Anxiety) as the result of the consumption emotional typology in terms of appearance management behaviours of male and female university students. Fourthly, there are different emotional groups which influence consumers' satisfaction or behavioural intention according to gender in appearance management behaviour. In general, emotional groups such as 'Confidence, Delight and Anxiety' have a positive influence on consumers' satisfaction and behavioral intention, and 'Annoyance' composed of negative emotions have negative influence. In this respect, this research can contribute to beauty product development and marketing strategy with reflecting consumption emotion, and better understanding of consumption culture of university students which plays a pivotal role in appearance management behavior.

• Journal of the Society of Cosmetic Scientists of Korea
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• v.32 no.4 s.59
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• pp.283-298
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• 2006

The domestic market of oriental herbal cosmetics has rapidly grown in the last few years. In this study, we investigated female consumers' cosmetics-buying behavior to know their appreciation of oriental herbal cosmetics. We also tried to deduce the strategies for growth and development of the oriental herbal cosmetics market in the future. A survey was conducted with women ranging in age from 20 to 50, who resided in Seoul; a total of 400 questionnaires were distributed and then 344 copies of those. were collected and analyzed statistically. This study provides basic information about the present status of oriental herbal cosmetics market and the real state of the cosmetic consumption. The consumers needs identified in this study, provides basic data in setting a marketing strategy for the oriental herbal cosmetics market.

• Fashion & Textile Research Journal
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• v.10 no.4
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• pp.515-525
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• 2008

The primary purpose of this study was to investigate consumers' purchasing behavior of apparel products with solo shopping orientation. The data were collected in Busan and Ulsan from 279 adult women. The aforementioned were analyzed utilizing frequency, factor analysis, simple regression analysis, multiple regression analysis and chi-square($X^2$) test using SPSS Win 12.0. The results showed as follows. The motive factors to alone purchasing behavior of apparel products of consumers were convenience, hedonic aim, consumption centered oneself, load to going together, nonexpected shopping and time utilization. Specially the higher consumers recognized importantly convenience and hedonic aim, the higher they had a solo shopping orientation. The more consumers experienced feelings such as hedonic aim, it was the same. Also the high consumers satisfied on purchase of apparel products, it was just the same.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.2
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• pp.356-375
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• 2021

The Generation Z (Gen-Z) consumer has a unique beauty-consuming behavior that is distinct from the previous generations. This study aims to identify the meaning of makeup rituals based on the theoretical framework of the ritual concept. In-depth interviews were conducted with fifteen females in their mid-teens to early 20s. The results showed that Gen-Z has different types of makeup ritual scripts for both ordinary days and special days, which are constantly being re-written and revised based on the experience accumulated. In addition, there are various types of ritual artifacts that play an important role in Gen-Z's makeup ritual, and that they provide psychological comfort and satisfaction. The importance of DIY (Do It Yourself), collecting, and independent brands is emphasized. The role of Gen-Z in the makeup ritual was expanding from a creator for her own ritual to a collaborator for peers' rituals, and sometimes the expansion goes beyond the direct relationships to virtual ones through SNS (Social Network Service). The Gen-Z cohort is found to be a member of beauty knowledge network through which they learn, share, and create the know-how and shopping skills.

• Journal of Industrial Convergence
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• v.18 no.3
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• pp.27-34
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• 2020

For modern people living in the era of the 4th Industrial Revolution, appearance management and consumption behavior are very important factors not only in personal values but also in human relationships. It is used as an important means of competitiveness with skin beauty and fashion. It is used as an important means. Therefore, we compared and analyzed professionally from the aesthetic point of view about the makeup of the eyebrows, eyes, eye line, cheeks, lip make-up, and skin tone of Woohee, who appeared in the movie and Miss Korea in 1989. As a result of the study, other aspects were analyzed in the common denominator of a somewhat exaggerated makeup technique. Accordingly, through this study, it is possible to explore multiple angles for developing novel makeup patterns and items, and at the same time, it will help to establish a foundation for makeup beauty education. In addition, this study intends to contribute to the practical development with competitiveness by building a more aggressive marketing strategy in the makeup market.

• Korean Journal of Human Ecology
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• v.14 no.5
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• pp.785-794
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• 2005

This is an empirical research on the effect of the product placement advertisement on the consumption behavior of college students. A structured survey to 342 students in and near Seoul shows that life style of the students significantly matters to the effect. That is, beauty-oriented students are more sensitive to the PPL than other student groups (i.e., career-oriented, saving-oriented, leisure-oriented, or freedom-oriented students). On the other hand, the freedom-oriented students are not sensitive to the PPL at all. Some statistical methods including factor analysis and multiple regression analysis were employed in order to get those results.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.4
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• pp.65-75
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• 2012

The purpose of this study was to examine the relationship between the food-related lifestyle of coffee consumer and their coffee satisfaction level in an attempt to lay the foundation for successful coffee marketing strategy setting. Self-reported questionnaires were completed by 300 adults who have visited coffee shop recently in the Seoul metropolitan area. The SPSS 18.0 program was used to analyze the samples. Data was analyzed by frequency, descriptive factor, reliability, ANOVA, and regression. A factor analysis extracted five factors comprising food related lifestyle, which we named health-seeking (factor 1), eating-out-seeking (factor 2), taste-seeking (factor 3), economy-seeking (factor 4) and convenience-seeking (factor 5). The results of the regression analysis suggested that health-seeking, eating-out-seeking, taste-seeking lifestyle had a statistically significantly positive influences on the degree of the satisfaction. health-seeking, eating-out-seeking, taste-seeking, convenience-seeking in food-related lifestyle had statistically significantly positive influences on purchase intention. These results provide an understanding for lifestyles of coffee consumers and give an insight into differentiated marketing plans for coffee industry.

• Journal of Digital Convergence
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• v.15 no.4
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• pp.549-554
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• 2017

This study conducted a survey on 319 Chinese women in their 20s to 50s living in three large cities in China, with an aim to analyze the influence on the purchasing behavior and satisfaction for Korean cosmetics depending on their complex purchasing tendencies. According to the research, the rational tendency was higher when the subjects were over 40 years old and married, and the impulsive tendency was the highest in those in their 30s. There was no huge difference in regions depending on the two tendencies, while there were statistically significant differences in purchasing period, times and costs when buying cosmetics. In addition, purchasing satisfaction for cosmetics had a positive correlation with purchasing tendencies. The subjects pursued convenience in purchasing as their rational tendency was higher, while they sought the trends as their impulsive tendency was higher. Based on the results, it is expected to maximize purchasing satisfaction of Chinese female consumers depending on their purchasing tendencies, if the Korean cosmetics makers provide reliable quality assurance, product exchange and customer management services. It is also expected to help revitalize the beauty market for China as well as Southeast Asia, if the Korean cosmetics companies implement differentiated marketing strategies targeting the customers in the age group with the impulsive consumption tendency.