20-30대 여성의 라이프스타일에 따른 피부건강신념과화장품 사용행태

Abstract

The purpose of this study was to investigate the skin health belief and the cosmetics usage behavior by lifestyle for women in their 20s and 30s who are considered as a major consumer group in cosmetic industry. Factor Analysis of lifestyle questions were drawn into five factors and Cluster Analysis were classified into three clusters, 'positively fashionable style’, 'health–oriented style’ and ‘passive convenience style.’ 'Positively fashionable style’ was more of women in their late 20s and early 30s, singles, office workers and got higher income compare to other clusters. 'Health–oriented style’ was more of women in their late 30s, married. ‘Passive convenience style’ was more in the early 20s, unmarried and students than other clusters. This analysis showed age, education, and income affects the lifestyles. 'Positively fashionable style’ preferred to use cosmetics from the high-end and to buy imported cosmetics and to buy at department store because they expect high quality products and want to get accurate information. 'Health–oriented style’ were interested in preserving health of skin. They preferred to buy domestic cosmetics and purchase via network or direct sales. 'Passive convenience style’ was the lowest in matching cosmetics based on their skin types and had the highest portion of wearing color-make up because they considered cosmetics as tools to express their characteristics. In conclusion, the degree of awareness of cosmetics and using cosmetics properly was different depending on the lifestyle types. The result showed the skin health belief affected the usage behavior and attitude toward cosmetics. Therefore, education method and marketing strategies should be analyzed according to lifestyles.