Earticle

초록

영어

This study aimed to examine how perceptions of Flower Knows, a Chinese color cosmetics brand, influence perceived value and purchase intention among Korean Generation Z women. For this purpose, a questionnaire survey was conducted with Korean women born between 1995 and 2005. A total of 272 responses were used for analysis. The collected data were analyzed using SPSS 30.0 through frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The findings are as follows: Perceptions of the cosmetic brand were classified into design, quality, and cost-effectiveness, while perceived value was categorized into emotional value, social value, and economic value. The results showed that perceptions of Flower Knows cosmetics significantly affected perceived value, which, in turn, significantly influenced purchase intention. In particular, design had a positive effect on emotional value, while quality and social value were the primary factors influencing purchase intention. This study found that Korean Generation Z women's purchase intention toward Flower Knows cosmetics is closely associated with product quality and social value. These findings provide foundational data for marketing strategies for Chinese color cosmetics brands.

중국어

本研究旨在分析中国彩妆品牌“花知晓Flower Knows”的品牌认知对韩国Z时代女 性感知价值与购买意愿产生的影响为此以1995‑2005年出生的韩国女性为对象开展线上问 卷调查最终有效样本272份使用SPSS 30.0软件对收集数据进行频数分析因子分析信 度分析相关分析以及多元回归分析研究结果显示化妆品认知由设计品质性价比三 个维度构成感知价值划分为情感价值社会价值经济价值分析表明对“花知晓”化妆 品的认识对感知价值存在显著影响感知价值对购买意愿也存在显著影响其中设计对情 感价值具有正向影响品质与社会价值是影响购买意愿的主要因素本研究证实了韩国Z时代 女性对于“花知晓”化妆品的购买意愿与产品品质社会价值密切相关其意义在于可为中国 彩妆品牌制定营销战略提供基础参考资料

목차

Abstract
I. 서론
II. 이론적 배경
1. Z세대의 정의 및 소비특성
2. 플라워노즈 화장품에 대한 소비자 인식
3. 지각적 가치
4. 구매의도
III. 연구방법
1. 연구모형 및 가설
2. 연구대상 및 자료 수집
3. 측정도구
4. 분석방법
IV. 결과 및 고찰
1. 연구대상자의 일반적 특성
2. 측정도구의 타당도와 신뢰도
3. 프라워노즈 화장품 인식, 지각적 가치, 구매의도간의 상관관계 분석
4. 화장품 인식이 지각적 가치에 미치는 영향
5. 프라워노즈 화장품 인식이 구매의도에 미치는 영향
6. 지각적 가치가 구매의도에 미치는 영향
V. 결론
참고문헌
中文摘要

키워드

저자

• 저우줘밍 [ Zhuo-Ming Zhou | 성신여자대학교 일반대학원 뷰티산업학과 박사과정 ]
• 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