Earticle

초록

영어

Interest in dermocosmetics has grown as consumers use cosmetics not just for aesthetic purposes but also to improve and support skin health. Accordingly, this study aimed to analyze the purchasing behavior of dermocosmetic consumers and examine the impact of dermocosmetic purchase tendencies on consumer satisfaction. A survey was conducted with 218 women in their 20s to 40s who had experience purchasing dermocosmetics. The collected data were analyzed using SPSS 30.0 through frequency analysis, cross-tabulation analysis, factor analysis, reliability testing, correlation analysis, and multiple regression analysis. The results are as follows:Dermocosmetic consumers showed high purchase rates for toners, emulsions, creams, and essences. Among these, products with moisturizing effects were the most popular, and drugstores were the most common purchase channel. Correlation analysis between dermocosmetic purchase tendencies and consumer satisfaction revealed that hedonic, conspicuousness-seeking, trend-seeking, and brand-loyalty-seeking tendencies had significant positive correlations with all consumer satisfaction factors. Analysis of the impact of dermocosmetic purchase tendencies on consumer satisfaction indicated that hedonic, prudence-seeking, and brand-loyalty-seeking tendencies significantly influenced consumer satisfaction. These results suggest that individual purchase tendencies affect consumer satisfaction in the dermocosmetic purchasing process, and purchasing behavior may vary depending on these tendencies. Based on these findings, it is expected that the study can provide a foundation for dermocosmetic product planning and the development of effective marketing strategies.

중국어

随着消费者对化妆品的需求从单纯美容转向皮肤问题改善与肌肤调理，药妆（Dermocosmetic）的市场关注度持续上升。本研究旨在分析药妆消费者的购买行为特征，探究购买倾向对消费者满意度的影响。研究以218 名有药妆购买经验的20-40 岁女性为样本开展问卷调查，采用SPSS 30.0.0 进行频率分析、交叉分析、因子分析、信度分析、相关分析与多元回归分析。主要结论如下：消费者购买的药妆品类以水乳类、面霜/ 精华类占比最高，功能上以保湿类产品最受欢迎，购买渠道以药妆店为主。相关性分析显示，享乐追求型、炫耀追求型、潮流追求型、品牌忠诚型四类购买倾向，均与满意度各维度呈显著正相关；回归分析表明，享乐追求型、理性审慎型、品牌忠诚型对消费者满意度具有显著预测作用。上述结果说明，个人购买倾向是影响药妆消费满意度的重要因素，且购买行为模式会随购买倾向呈现差异。本研究可为药妆产品策划、精准营销策略制定提供参考。

목차

Abstract
I. 서론
II. 이론적 배경
1. 더마코스메틱
2. 화장품 구매성향
3. 소비자 만족도
III. 연구 방법
1. 연구대상 및 기간
2. 자료 수집 및 설문 구성
3. 자료 분석
IV. 연구 결과 및 고찰
1. 일반적 특성
2. 더마코스메틱 구매행동
3. 타당성 및 신뢰도 분석
4. 상관관계 분석
5. 더마코스메틱 구매성향이 소비자 만족도에 미치는 영향
V. 결론
참고문헌
中文摘要

키워드

저자

• 김윤희 [ Yun-Hee Kim | 성신여자대학교 뷰티산업학과 학생 ]
• 박초희 [ Cho-Hi Park | 성신여자대학교 뷰티산업학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646