The Effects of Skin Recognition on the Purchasing behavior and Propensity to buy Facial Cleanser

피부인식이 세안제 구매행동 및 구매성향에 미치는 영향

  • Han, Yu-Ree (Dept. of Cosmetology, Graduate School of Engineering Konkuk University) ;
  • Kim, Min-Kyoung (Dept. of Beauty Education, Graduate School of Education Konkuk University) ;
  • Li, Shun-Hua (Dept. of Education Theory of Cosmetology, Graduate School of Education, Konkuk University)
  • 한유리 (건국대학교 산업대학원 향장학과) ;
  • 김민경 (건국대학교 교육대학원 미용교육학과) ;
  • 리순화 (건국대학교 교육대학원 미용교육)
  • Received : 2018.07.23
  • Accepted : 2018.10.20
  • Published : 2018.10.28


The purpose of this study is how it affect them what the effect of skin recognition on the purchasing behavior and propensity to buy facial cleanser in 311 women in their 20s and 50s. This study analyzed by importance, interest, and satisfaction of skin recognition, and type of impulse buying, type of depending on brand, type of planning buying. The group with high interest in skin recognition had a long time to clean. As they got a purchasing information the group with low knowledge had the information from nearby, and the group with high knowledge got information from internet. At the view of purchasing propensity the women who are highly interested in the skin have a tendency of type of impulse buying and type of planning buying, and the women with high skin importance are less inclined to type of impulse buying. In conclusion, Skin recognition uses purchasing behavior and propensity to buy facial cleanser.


Skin recognition;Skin interest;Facial cleanser;Purchasing behavior;Propensity to buy


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