퍼스널 컬러 인식과 인구통계학적 특성이 여성의 색조화장품 구매결정에 미치는 영향

In response to the rapid expansion of the global color cosmetics market and the proliferation of hyper-personalization trends, consumer preferences for individualized color selections have become increasingly salient. Reflecting this trend, there is a growing need for empirical research examining how demographic characteristics and personal color competency influence purchasing decisions. Therefore, this study aimed to investigate how demographic characteristics and the perception and application of personal color influence female consumers’ purchase decisions for color cosmetics. A survey was conducted with women who had prior experience purchasing color cosmetics, and t-tests and one-way ANOVA were employed to examine differences across purchase decision factors. The analysis identified three key factors influencing purchase decisions: quality and performance, brand value and trendiness, and credibility and safety. Among demographic variables, marital status, age, and occupation showed significant differences in quality and performance and brand value and trendiness, while monthly income exhibited significant differences across all three factors. Regarding personal color perception variables, prior knowledge and diagnostic experience significantly affected brand value and trendiness and credibility and safety, while diagnostic skill level had a significant influence on all three factors. These findings empirically demonstrate that demographic characteristics and the level of personal color perception are important determinants in female consumers’ purchase decisions for color cosmetics.