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Kor J Aesthet Cosmetol > Volume 8(1); 2010 > Article
Kor J Aesthet Cosmetol 2010;8(1): 239-253.
인터넷 소비자의 화장품 구매행태에 관한 연구
주은령, 안홍석
A Study on Purchasing Behavior of Cosmetic Consumers on the Internet
Eun-Lyeong Ju, Hong-Seok Ahn
ABSTRACT
This research aims to survey the cosmetics on-line markets, which are rapidly growing by recent activation of the Internet and the diversity of distribution and to study the actual condition of use, purchasing situation and patterns about cosmetics, and its advantages and disadvantages of Internet shopping mall. The results of the research are as follows: First, 63.9% of the women from the teens to the fifties has ever purchased cosmetics in Internet shopping mall during recent one year. In the number of times of cosmetics purchase through the Internet during the recent year for women in their teens to fifties, less than 1 to 5 times formed the majority with 60.8%, and in the amount of purchase cost from the Internet shopping mall during the recent year, below 100,000 won formed the majority with 35.2%. Second, As for the reasons for cosmetics purchase through the Internet, it was revealed as convenience of purchase (48.4%) and inexpensive price (41.9%), and the percentage of cosmetics in purchasing products through the Internet was very low (34.3%) than other products. The Internet shopping mall where consumers mainly use was open market(42.7%). The cosmetics group mainly purchased on Internet shopping mall was the kind of basic cosmetics(33.0%) which is the highest portion among cosmetics groups. Last, the advantages of Internet purchasing of cosmetics are low price(43.3%) and no time limit in service time(19.7%), while the disadvantages are disbelief in quality(34.9%) and lack of confidence in information(24.7%). When it comes to points for improvement, advances in quality(29.3%) and prohibition of exaggerated advertising(26.1%) are main points for improvement. It is thought that this research can be a basic material with above results in making marketing strategy for online cosmetic markets in the future by providing basic information about the situation of cosmetic markets and customers' purchasing patterns over the Internet.
Key words: Cosmetics, The Internet, Online, Internet shopping mall, On-line markets
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