맞춤형 화장품에 대한 인식도가 구매 의도에 미치는 영향

The study, designed to figure out impact of Korean female consumers’ recognition over customized cosmetic product on purchase intention, aims to help expand the market for customized cosmetic product, establish marketing strategy and suggest how to develop product meeting consumer needs. The study has involved survey lasting from Apr. 1 2022 through Apr. 10 2022, for which a total of 236 copies of questionnaire were handed out. Of all the responses, 200 copies were finally selected by excluding 38 copies proving to be substandard. The gathered data, based on SPSS 21.0 program, went under frequency analysis, reliability analysis, t-test verification, one-way ANOVA, correlation analysis and multiple regression analysis. The result shows that Korean female consumers tend to have significant recognition over customized cosmetic product, especially over speciality of cosmetic product. The investigation into correlation between recognition over customized cosmetic product and purchase intention shows that the intention of purchasing customized product has correlational effect in the order of recognition of effect of customized cosmetic product ingredients, recognition over speciality of customized product and usability of customized cosmetic product. In addition, the investigation into purchase intention based on recognition over customized cosmetic product shows that the higher the recognition of speciality of customized cosmetic product and the ingredients is, the stronger the purchase intention is. This suggests that Korean female consumers’ recognition over customized cosmetic product gets higher and that the purchase intention is stronger according to higher penchant for customized cosmetic product satisfying their preferred taste and individuality. This raises the need to expand market for customized cosmetic product, establish marketing strategy, develop products meeting diversity of female consumers’ needs and provide accurate information of customized cosmetic product.