세안용 화장품에 대한 인식이 만족도와 지속사용의도에 미치는 영향

This study conducted an empirical analysis on general male and female consumers in their 20s to 50s to investigate the effect of perception of face wash cosmetics on use satisfaction and skin satisfaction and to analyze the effect on the intention to continue using in the future. The data collection period is from July 13 to August 12, 2024, and a total of 407 questionnaires were used as the final analysis data. The specific analysis results are as follows. First, as a result of examining the general characteristics, the age was 45.0% in the 50s, the gender was 71.0% in women, the marital status was 66.1%, the final education was 44.5% in college graduation (including going to school), 30.5% in professional occupations, and 29.7% in average monthly income of more than 2 million won to less than 3 million won. Second, it was found that the effect of consumer awareness of face wash cosmetics on use satisfaction had a significant effect on the skin knowledge and face wash recognition. Third, the effect of awareness of face wash cosmetics on skin satisfaction was found to have a significant effect in the order of skin knowledge, face wash recognition, and skin reaction recognition. Fourth, the effect of the perception of face wash on repurchase intention and recommendation intention, a sub-factor of the intention to continue using, was significant in skin response recognition and skin knowledge. Through this study, it was confirmed that consumers who purchase and use face wash products recognize the importance of skin knowledge and face wash, and that consumers’ knowledge, response, and satisfaction with skin and skin satisfaction are important factors in understanding purchasing behavior because face wash products are the first products to be used directly on the skin.