Generation MZ Beauty Care Behavior on Semi-Permanent Makeup Purchase Intention

Geun-Hee Park, Yeon-Sook Song
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Abstract

Recently, generation MZ has emerged as a primary consumption group. Under these circumstances, this study attempted to investigate the influence of generation MZ beauty care behavior on semi-permanent makeup purchase intention against men and women born in 1980-2005, living in Seoul, Gyeonggi-do, Incheon, Daejeon, Sejong, Chungcheongbuk-do and other regions, and the results found the followings: With regard to differences by generation, generation M was higher in general beauty care behavior (p<.05), makeup behavior (p<.001) and body shaping behavior (p<.001) while generation Z was higher in skin care behavior (p<.05). When analyzed by occupation, ‘services/sales’ was high in hair care behavior (p<.001), skin care behavior (p<.001), makeup behavior (p<.001) and general beauty care behavior (p<.001) while ‘profession’ was the highest in body shaping behavior (p<.001). In terms of beauty care behavior by semi-permanent makeup experience, it was higher in all categories when the respondents had semi-permanent makeup before. In terms of the effects of beauty care behavior on semi-permanent makeup purchase intention, makeup behavior was the greatest, followed by hair care behavior, nail care behavior and body shaping behavior, showing positive effects with statistical significance. The above results show that generation MZ beauty care behavior is closely related with semi-permanent makeup purchase intention. Therefore, it is anticipated that the study results would be available as basic data for marketing in semi-permanent makeup markets and make a contribution to the growth of customer-oriented beauty industry.
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关于半永久性化妆品购买意向的 MZ 世代美容护理行为
最近,MZ 一代已成为主要消费群体。在这种情况下,本研究试图以 1980-2005 年出生,居住在首尔、京畿道、仁川、大田、世宗、忠清北道等地区的男性和女性为对象,调查 MZ 世代美容行为对半永久化妆购买意向的影响,结果如下:在代际差异方面,M 代的一般美容行为(p<.05)、化妆行为(p<.001)和塑身行为(p<.001)较高,而 Z 代的皮肤护理行为(p<.05)较高。按职业分析,"服务/销售 "在护发行为(p<.001)、护肤行为(p<.001)、化妆行为(p<.001)和一般美容行为(p<.001)中的比例较高,而 "职业 "在塑身行为(p<.001)中的比例最高。在半永久化妆经历对美容行为的影响方面,曾进行过半永久化妆的受访者在所有类别中的影响都较高。从美容行为对半永久化妆购买意向的影响来看,化妆行为的影响最大,其次是头发护理行为、指甲护理行为和塑身行为,均呈现出统计学意义上的正向影响。以上结果表明,MZ 一代的美容行为与半永久化妆购买意向密切相关。因此,研究结果可作为半永久化妆市场营销的基础数据,为以顾客为导向的美容业的发展做出贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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