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RISS 인기검색어
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- 저자 : 장금혜 ( Zhang Jinhui ) (검색결과 2 건)
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장금혜 ( Zhang Jinhui ),구혜경 ( Koo Hye Gyoung ) 한국소비자학회 2018 소비자학연구 Vol.29 No.2
The Chinese cosmetics market is ranked second in the world after the United States, and there is a strong interest in the cosmetics market in China around the world. Women in their late 20s and early 40s who lead the Chinese cosmetics market are called generations after the 80th or 90th generations, and their values and lifestyles are different from those of the older generations. Especially, in China, the development and diffusion of information and communication technologies will make their purchase and usage of cosmetics very different. The purpose of this study is to classify Chinese consumers based on cosmetics purchasing factors and beauty - related lifestyle, and to compare the actual condition of purchase and use of cosmetics by each type. Chinese women cosmetics consumers are classified into four types: fashionable rational, hybrid, high - end, practical rational, and indifferent. The fashionable rational type accounted for the highest percentage of 39.3% of the total, and the interest in the color cosmetics is higher than the basic ones, and the cosmetics purchase through the personal SNS is also performed in addition to the traditional offline shops. The high-end type of cosmetics was found to be the best in terms of attracting the best, investing a lot of money, and occupying the highest level of involvement, accounting for 16.5% of the total. They are fashionable and fashion-conscious, and are inclined and impulsive. In the case of practical rational type, 24.3% of the total is used, and it is found that the ratio of using high-end local brand in China is higher than that of price-value oriented type. And, it has been shown that they mainly use offline shops such as traditionally proved cosmetics stores, department stores, and large-scale marts. Finally, the indifference type occupies 20% of the total, has a reasonable tendency, and is the group with the least involvement in cosmetics. However, they are not economically difficult, and the proportion of professionals is high. This study suggests that it is necessary to enter the Chinese market considering the preferred brands and items of Chinese consumers and that a strategic approach is needed to gain the trust of Chinese consumers. In the past, satisfaction with local brands has risen steadily compared to the past, which has lowered the preference and trust of Chinese local brands. Therefore, it is important for overseas companies to put more trust in quality. In terms of distribution, offline stores are still strong, but shopping and mobile shopping using SNS are active mainly in high-end type consumers, so it is necessary to prepare for distribution of cosmetics using mobile phone in future. It is very important for Chinese consumers to understand the behavior and characteristics of Chinese consumers at the moment of rapid growth of Chinese market because they have a different cultural background from consumers in other countries in Asia. The results of this study are as follows.
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장금혜(Zhang, Jinhui),구혜경(Koo, Hye-Gyoung) 한국소비문화학회 2017 소비문화연구 Vol.20 No.3
Although major cosmetics brands are entering the Chinese market, but there are many cases where they fail to understand the characteristics of Chinese consumers and Chinese consumption culture. The purpose of this study is to identify the characteristics of Chinese cosmetics consumers, especially information seeking behavior. How to search mainly for information contents from some sources of information, and how much effort to search for information for purchasing cosmetics. And this study tried to distinguish the information search type according to the information search effort level. In previous studies, the perceived risk and involvement, the context of the life cycle, and the age range were found to be influential factors in the search for cosmetics information behavior. In order to achieve the purpose of the study, this study conducted a one - to - one interview to check the questionnaire for 400 female consumers who live in Beijing, China in the summer of 2016. As a result, Chinese consumers were using their personal experiences as well as family members and friends to purchase cosmetics as a main source of information, and it was found that they were most actively searching for relevant information to confirm the fitness of products. And did not make much efforts to search for information by subjective self-evaluation. Based on the information seeking effort, cluster analysis was conducted. Consumer groups were classified as passive search, rational search, and active search. The results of this study are as follows. First, there were significant differences between the groups according to cosmetics involvement, perceived risk, age and life cycle characteristics. However, in order to clarify the factors affecting the classification of information search types, multiple logit regression was conducted. As a result, it was found that the two other groups were more likely to use product - related content and product image - related content than the passive search type and to use sources other than the source of the information of the acquaintance. In the case of active exploration, It is confirmed that there is an influence. In order to enter the Chinese cosmetics market and succeed, it is necessary to secure China-oriented information channels and build trust. It is also necessary to consider certification of important cosmetic information, educational approaches to the content to be explored for cosmetic use, sources of information and products. Currently, the use of information sources at sales contacts is so low that it is necessary to search for a way to combine sales channels and information providing channels and gain trust. And Chinese cosmetics consumers do not seem to be influenced by age or life cycle unlike Korean consumers. Therefore, it is necessary to follow - up research to understand cosmetics context and make - up culture of Chinese women
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