Differences in Choice Attribute and Purchase Intention of Home Beauty Device According to Skin Condition

Abstract

This study conducted a survey with a total of 310 women of more 30 years of age living in the country in order to analyze the skin status and study the selective attributes of home beauty device and purchase intention. As the results, in a result analyzed the skin condition, the subjects showed mostly many combination skin and oil only in the T-zone area in the oily state. In the moisture state, they showed partially pulled and sometimes trouble occurs. In the keratin state, they showed a lot of keratin and acne (pimples) often. Biggest concern of them also was acne. As a result of analyzing selective attribute of home beauty device according to skin conditions, they concerned overall quality mostly. They appeared high combination skin in the selective attribute. Furthermore, they exhibited highly sensitive, oily, and combination skin and then they appeared high neutral and acne skin in brand selection, Finally, as a result of analyzing whether there was a difference in the intention to purchase a home beauty device according to the skin condition, the skin condition showed statistically significant difference (p<.01). Subjects possessing acne skin, greasiness due to excessive oiliness, dryness and pulling or pulling, skin trouble condition, and a lot of dead skin cells showed high purchase intention. They also frequently showed high purchase intention when occurred often acne (pimples), enlarged pores or capillaries and redness.