Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Effects of Chinese Consumer lifestyles on perceived value, purchase intention, and satisfaction of Korean medium & low price cosmetics

중국 소비자 라이프스타일이 한국 중·저가 화장품의 지각된 가치, 구매의도, 만족도에 미치는 영향

  • Kim, MinJeong (Graduate School of Business Administration, Kookmin University) ;
  • Rhee, Hyongjae (College of Business Administration, Kookmin University)
  • 김민정 (국민대학교 일반대학원 경영학과) ;
  • 이형재 (국민대학교 경영대학)
  • Received : 2020.07.07
  • Accepted : 2020.07.31
  • Published : 2020.09.30
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Abstract

Chinese economic growth and Chinese adoption of foreign cultures have changed varied phenomena, consumption patterns and consumer life-styles, in particular. In order to understand behavior of Chinese consumers, it is critical to explore their lifestyles and its effects on their purchase behavior. For attaining this goal, our research classifies Chinese consumer lifestyles related to cosmetics, into four types: brand oriented, price sensitive, rational consumption, and impulse buying. The research further analyzes the effects of consumer lifestyles on perceived value, satisfaction, and purchase intention in each case of skin care cosmetics and make-up cosmetics. Significant difference are found in perceived value, satisfaction, and purchase intention of skin care cosmetics exists between brand-oriented type and rational consumption type. This is also the case between rational consumption type and impulse buying type. Purchase intention is only found to be different between rational consumption type and price sensitive type. In case of make-up cosmetics, significant differences in perceived value, satisfaction, and purchase intention in the pairs of brand-oriented type and rational consumption type, rational consumption type and impulse buying type, and rational consumption type and price sensitive type. This implies rational consumption type should be more appropriate target consumers in the Chinese cosmetics market.

중국의 경제성장은 많은 것을 변화하게 했으며 특히 외국문화 수용 후 소비자들의 소비패턴과 생활양식을 크게 변화시켰다. 급변화한 중국 소비자들을 이해하기 위해 이들의 라이프 스타일과 소비행동에 미치는 요인과 영향을 알아보고자 한다. 먼저, 라이프스타일을 브랜드지향형, 가격민감형, 합리적소비형, 충동구매형으로 구분하고 화장품유형(기초 vs. 색조)에 따른 지각된 가치, 구매의도, 만족도에 따른 각각의 차이를 확인하였다. 그 결과, 기초화장품에서 브랜드지향형과 가격민감형에서 지각된 가치에 대한 차이만 통계적으로 유의했다. 브랜드지향형과 합리적소비형 그리고 가격민감형과 합리적소비형, 합리적소비형과 충동구매형 집단에서만 지각된가치, 구매의도, 만족도에 유의한 차이를 보였으나 브랜드지향형과 충동구매, 가격민감형과 충동구매에 대한 차이는 유의하지 않았다. 색조화장품에서는 브랜드지향형과 가격민감형 그리고 브랜드지향형과 합리적소비형, 가격민감형과 합리적소비형, 합리적소비형과 충동구매형에서의 차이는 통계적으로 유의하게 나타났으나, 충동구매형과 브랜드지향형, 충동구매형과 가격민감형에서는 차이가 없는 것으로 나타났다. 분석결과에 기반하여 유통 서비스에 관한 관리적 함의도 제시하였다.

Keywords

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