ScholarWorks@숙명여자대학교

초록

Indie beauty brands in K-beauty are gaining global attention and are expected to experience significant growth; however, research in this area remains limited. Consequently, there is a need for studies that provide valuable marketing direction for this industry. This study aims to analyze how the consumption tendencies of the MZ generation influence their experience with indie beauty brands and to examine the impact on brand attitude and loyalty. A survey was conducted with men and women aged 20 to 39 from the MZ generation who have experience using indie beauty brands. Statistical analysis was performed using SPSS WIN 26.0, and the findings are as follows. First, sensory experiences were more significant for individuals with higher tendencies toward ostentation, hedonism, and economic considerations, while emotional and behavioral experiences were more significant for those with higher hedonistic and economic tendencies. Additionally, cognitive experiences were more important for those with a strong inclination toward trend-consciousness, hedonism, and ostentation, while relational experiences were significant across all consumer tendencies. Second, individuals with a higher tendency for hedonism and economic considerations formed a more positive brand attitude and loyalty toward indie beauty brands. Third, the stronger the behavioral, relational, and emotional experiences with indie beauty brands, the higher the brand attitude and loyalty. Consequently, when establishing marketing strategies for indie beauty brands, it would be beneficial to target consumers with hedonistic and economic tendencies, focusing on strengthening relational, emotional, and behavioral experience elements based on the brand’s characteristics. This study provides foundational insights into how indie beauty brand experiences and brand equity are influenced by the consumption tendencies of MZ consumers and offers guidance for developing effective marketing strategies.

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