Purchasing Behavior of Cosmetics of Chinese Women Depending on Their Complex Purchasing Tendencies

중국여성들의 복합적 구매성향에 따른 화장품 구매행태

  • Jang, Hye-Jung (Dep.of Beauty Arts, Seokyeong University Seoul) ;
  • You, Eun-Kyung (Dep.of Global Tourism Management, Shinhan University) ;
  • Kwon, Hye-Jin (Dep. of Chemical Engineering, Soongsil University)
  • 장혜정 (서경대학교 미용예술학과) ;
  • 유은경 (신한대학교 글로벌관광경영학과) ;
  • 권혜진 (숭실대학교 화학공학과)
  • Received : 2017.03.01
  • Accepted : 2017.04.20
  • Published : 2017.04.28


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.


Supported by : 신한대학교


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