대학생의 기능성화장품 구매사용 IPA(중요도-만족도) 분석

This study investigated the importance and satisfaction of University students in purchasing and using functional cosmetics according to their gender. Based on this, the purpose of the study is to raise awareness of the purchase and use of cosmetics and to provide basic data for the cosmetics industry. During the survey period, a survey was conducted for about 30 days from June 13 to July 8, 2022, among college students living in the Gwangju area, and a total of 500 copies of the questionnaire were distributed, and 406 of the 452 copies recovered were used as the final analysis data, excluding 46 unfaithful copies. The collected data were performed using the SPSS 18.0 program for frequency analysis, factor analysis, reliability analysis, and t-test verification. As a result of the analysis, significant differences in the importance of functional cosmetics according to gender in the purchase and use of functional cosmetics were product safety, ingredients, expiration date, brand awareness, seller description, and acquaintances and comment recommendation factors. Significant differences in satisfaction were found to be usability and spreadability, ingredients, expiration date, brand awareness, seller descriptions, acquaintances and comment recommendations, and user experience factors. In the case of women, there was no factor in the intensive management area of the IPA of the purchase and use attribute of functional cosmetics, but the price appeared as an item in the intensive management area of men. The item factors to be maintained in common by both male and female University students were efficacy and effectiveness, usability and spreadability, skin suitability, product safety, and user experience. Through this, it can be suggested that in the marketing area of functional cosmetics for men, appropriate pricing should be important, and that the part that consumers should continuously manage in purchasing and using functional cosmetics is the need to make steady efforts on the effectiveness and use of functional cosmetics centered on the experience of using them, such as efficacy, use, skin fit, and product safety.