Earticle

본 논문은 고령화시대에 다양한 문화생활을 즐기며 생활하는 실버세대 여성들의 화 장품사용에 대해 조사한 논문이다. 실버세대 여성들이 사용하는 기초화장품에 대한 인 식도와 사용실태를 알아보았다. 그리고 기초화장품 구매 시 구매의향에 영향을 미치는 요인을 분석하였다. 실버세대 여성들이 사용하는 기초화장품의 형태는 스킨·에센스· 로션·크림구성의 형태이고 실버세대 여성들이 인식하는 기초화장품의 종류 또한 스 킨·에센스·로션·크림 형태의 화장품이었다. 화장품 구매는 화장품 가게, 백화점, 방 문판매 등을 주로 이용하였고 화장품 구매 시 화장품판매자 및 가족들의 영향을 많이 받 는 것으로 나타났다. 실버세대 여성들의 기초화장품 구매의향에 가장 큰 영향을 미치는 요인은 피부타입에 적합한 제품이 우선하였고, 유의미한 영향을 미치는 구매요인을 분 석한 결과 50대 여성의 경우 피부타입 적합도와 외국브랜드 제품, 60대 여성의 경우 성 분의 종류와 광고모델, 70대 여성의 경우 피부타입 적합도와 천연 및 한방성분 함유제품 이 각각 구매에 영향을 끼치는 것으로 나타났다.

This study is a research on the use of cosmetics by the silver generation women who enjoy various cultural life in the age of aging. We examined the perception and use of basic cosmetics used by the silver generation women. And we analyzed the factors influencing purchase intention when buying basic cosmetics. The basic form of cosmetics used by the silver generation women is skin, essence, lotion, cream, and the type of basic cosmetics that silver age women recognize is skin, essence, lotion, cream form. Purchasing cosmetics mainly used cosmetics stores, department stores, and visiting sales, and it was found that cosmetics sellers and their families were highly affected by purchasing cosmetics. The most important factor influencing the intention to purchase basic cosmetics for silver households was the product suitable for the skin type and the purchasing factors that had a significant effect were analyzed. In the case of women, the types of ingredients and the advertising model, the skin type fitness in the 70s, and the products containing natural and herbal ingredients were found to affect the purchasing, respectively.

This study was conducted on women in their 20s living in the Seoul metropolitan area to learn about purchasing basic cosmetics and their use after purchasing them. As a result of the survey, there were significant differences in the basic cosmetics purchase location and location selection reasons, preferred cosmetics brands, reasons for not reading manuals, the number of basic cosmetics used, and side effects experience. 1. For places of purchase based on purchase costs, drug stores with less than 30,000 won, more than 30,000 won and less than 50,000 won, and more than 50,000 won were all found to be high at 64.0%, 58,2%, and 61.3%, respectively, but 21.9% of them with less than 30,000 won chose road shops and 22.6% of them with more than 50,000 won chose department stores. Among respondents who chose department stores, 35.5% said they could trust the quality of their products. Looking at preferred brands based on purchase costs, domestic brands with less than 30,000 won and more than 30,000 won and less than 50,000 won were 65.8% and 56.4%, respectively, while domestic and foreign brands with more than 50,000 won were both used 51.6%. 2. As for the reasons for not reading the instructions for use, the purchase cost was less than 30,000 won and the purchase cost of more than 30,000 won and less than 50,000 won was very high at 83.1% and 72.4%, respectively, while the purchase cost was very high at more than 50,000 won, which was 45.5% and 36.4% because they did not know well. Looking at the number of basic cosmetics based on purchase costs, three types of cosmetics under 30,000 won and two types were 35.1% and 36.0%, respectively. On the other hand, three types over 30,000 won, less than 50,000 won, and more than 50,000 won, were 47.3% and 51.6%, respectively. If you look at whether or not you experienced side effects after using basic cosmetics, 65.8% of people chose not to have side effects, but 50.9% and 58.1% of people over 30,000 won and less than 50,000 won, more than 50,000 won chose to make a significant difference.

개인의 특성과 취향을 존중하고 반영하는 커스터마이징(Customizing) 산업에 맞추어 맞춤형화장품이 합법화 되었다. 개인의 피부와 취향에 맞는 소비자 중심의 화장품 조제가 가능한 것이다. 기초화장품의 선택기준은 개인의 피부타입(Type), 효능⋅효과의 정도, 연령, 가격, 브랜드(Brand), 품질, 주변권유 및 사용 후기 등이며 기초화장품 이용 시에는 주변의 권유를 받거나, 사용 중 불편사항에 대한 화장품제조 및 책임판매회사에 문의하거나 식품의약품안전처 홈페이지(Homepage)를 통한 정보를 이용하며 견본품(Sample)을 사용해보고, 제조사의 임상자료를 확인하기도 한다. 자기효능감의 정도는 화장품 사용에 있어서 관련 성분이나 기능을 설명하고 용어를 이해하며 관련 정보수집의 능숙함의 정도이다. 선행조사들에서 맞춤형화장품에 가장 적합한 제품이 기초화장품으로 조사된 것을 바탕으로 맞춤형화장품 구매의도에 미치는 기초화장품 영향 정도를 파악하기 위하여 기초화장품 구매행태를 구매형태(선택기준)와 이용실태(이용기준)의 하위요인으로 나누고 자기효능감의 매개효과를 검증하였다. 본 연구를 위해 수집된 자료(Data)는 2021년 9월 13일부터 10월 19일까지 모바일을 통해 부산, 경남, 경북 소재 6개 대학의 대학생을 대상으로 설문 조사하여 총200부를 배포하여 유효 응답 193부를 분석 연구하였고 분석 방법은 실증분석 SPSS 25.0 프로그램을 이용하여 신뢰도, 타당성, 회귀분석을 실시하였다. 연구 결과, 기초화장품 구매행태 중 하위요인인 선택기준 즉, 구매형태가 자기효능감, 맞춤형화장품 구매의도에 모두 작용하고 자기효능감도 기초화장품 구매형태와 맞춤형화장품 구매의도와의 관계에서만 매개효과로 작용하였다. 본 연구가 맞춤형화장품 품목의 선정, 판매확대를 위한 전략 개발, 사용자 범위의 확대 등 맞춤형화장품 산업 활성화의 실질적인 기초자료로 활용되기를 기대한다.

Customized cosmetics are legalized in accordance with the customizing industry that reflects individual characteristics and tastes. It is possible to formulate consumer-focused cosmetics that suit individual skin and taste. The selection criteria for basic cosmetics is individual skin type, degree of efficacy and effect, age, price, brand, quality, surrounding recommendation and review. When people use basic cosmetics, they receive recommendations from those around them, make inquiries to cosmetic manufacturers and responsible sales companies about inconveniences during use, or use information through the Ministry of Food and Drug Safety website, try samples. They can also check the clinical data. Self-efficacy is the degree of proficiency in explaining relevant ingredients or functions, understanding terms, and collecting relevant information in cosmetics use. Based on previous surveys, the most suitable products for customized cosmetics were found as basic cosmetics, the effect of basic cosmetics purchase behavior on the purchase intention of customized cosmetics was examined by dividing it into sub-factors of purchase type, purchase pattern and usage status. And the meditating effect of Self-efficacy was also verified. The data collected for this study was surveyed on university students at six universities in Busan, Gyeongnam, and Gyeongbuk through smart phone from September 13 to October 19, 2021, and a total of 200 copies were distributed and valid responses 193 copies were analyzed and studied, and reliability, validity, and regression analysis were conducted using the empirical analysis SPSS 25.0 program. As a result of the study, the selection criteria, which are the sub-factors of basic cosmetics purchase behavior, that is, purchase pattern affects on both Self-efficacy and customized cosmetics purchase intention. And Self-efficacy also affects as a mediating effect on the relationship between the purchase pattern of basic cosmetics and customized cosmetics purchase intention. It is expected that this study will be used as practical basic data for revitalizing the customized cosmetics industry, such as selecting customized cosmetics items, developing strategies to expand sales, and expanding the range of users.

본 연구는 화장품 소비의 높은 잠재력을 두고 있는 중국 여성들에 대한 기초화장품의 선호도 및 사용실태를 알아보고자 하였다. 연구의 대상은 중국에 거주하는 중국 여성 350명에게 온라인 설문조사를 통해 회수된 설문지 중 328 부를 최종 분석 대상으로 선정하였다. 수집된 자료의통계 처리는 SPSS 25.0을 활용하여 분석하였으며, 주요 결과는 다음과 같다. 중국 여성들은 기초화장품을 대체적으로 대학교시절에 처음으로 가장 많이 사용하기 시작하였으며, 가장 중요하다고 생각하는 기초화장품은 로션이 높게 나타났다. 기초화장품의 사용 횟수는 하루 2회 정도이고, 사용 이유는 피부를 보호하고 노화를 늦추기위해서가 가장 높게 나타났다. 기초화장품 사용 브랜드는 국내 화장품을 더 많이 사용하였고, 국내 기초화장품 브랜드를 더 많이 사용하는 이유는 피부에적합해서가 가장 높게 나타났다. 또한 국외 기초화장품 브랜드를 더 많이 사용하는 이유 역시도 피부에적합해서가 높게 나타났으며, 국외 기초화장품 브랜드 사용 시 사용제품 국가는 일본이 가장 높게 나타났다. 본 연구의 결과를 통해 중국 기초화장품 시장의 현황을 이해하고 한국 화장품 기업들이 중국 화장품 시장에 보다 효율적으로 접근할 수 있기를 기대해본다.

This study aims to examine the preferences for and the usage of basic cosmetics, for Chinese females who have high potential for consuming cosmetics. It administered online questionnaires to 350 Chinese females who live in China, used a total of 328 copies among the questionnaires returned in the final analysis. It statistically analyzed the data collected by using SPSS 25.0. The main findings are as follows: Chinese females most often began to usually use basic cosmetics whey they were university students, and they put top priority on lotion among basic cosmetics. The use frequency of basic cosmetics is about twice a day. The primary reason why they use them is to protect skin and slow aging. They more often use domestic basic cosmetics, because they are more suitable for their skin. In addition, the reason why they use foreign basic cosmetics is that they are also more suitable for their skin, and they most often use the basic cosmetics brands imported from Japan, among foreign basic cosmetics. The findings are expected to help us understand the current conditions of the Chinese basic cosmetics market, and the Korean cosmetics companies more efficiently approach it.