소비자의 소비성향이 맞춤형화장품의 선택속성과 구매의도에 미치는 영향

This study attempted to investigate the effects of consumers'' consumption propensity on purchase determinants and purchase intention of customized cosmetics. For this, a questionnaire survey was conducted on women in their 20s and 50s who are aware of customized cosmetics in Seoul and Gyeonggi. Among a total of 364 questionnaires distributed, 350 copies excluding 14 poorly answered ones were used for final analysis, and the results of the study are as follows: First, it was found that the higher the consumers'' tendency to plan, save resources, and value-oriented tendencies, the higher the attributes of choosing custom cosmetics. Second, it was found that the higher the consumer''s propensity toward other people''s consciousness, tendency to save resources, propensity to purchase planning, and value-oriented products, the higher the consumers'' intention to purchase customized cosmetics. Based on the results of this study, We hope that consumers will have expertise in customized cosmetics and we hope that technology development and sales of customized cosmetics will be activated.