원문정보
Generation Z Women's Cosmetics Consumption Propensity by the Use of Social Media
초록
영어
The purpose of this study is to analyze differences in cosmetics consumption propensity by the use of social media among new generation‘Gen Z’women. This study is meaningful in that it provides basic data needed to analyze Gen Z with a goal of developing effective marketing strategies such as analysis of beauty industry growth potential and sales promotion plans in the beauty industry. There was a survey among a total of 309 Gen Z women from April 10 to 15 in 2019. This study found that Gen Z, which accepts two-way communications and takes it as important to build relationships on social media, frequently explore photos and videos on Instagram with high interest in beauty-related information. Gen Z was also categorized as a group of rational and discreet consumers who are able to get information easily through online YouTubers’ review. Therefore, beauty industries need to make efforts to suggest customized information through advertising and PR platforms in marketing among Gen Z.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. Z세대의 개념 및 특징
2. 소셜 미디어의 개념 및 유형
3. 화장품 소비성향의 개념 및 요인
Ⅲ. 내용 및 방법
1. 연구문제
2. 자료수집방법
3. 측정도구
4. 자료분석방법
Ⅳ. 결과 및 고찰
1. 조사대상자의 일반적 특성
2. 측정도구의 타당성 및 신뢰도 검증
3. Z세대 여성의 소셜 미디어 이용현황
4. Z세대 여성의 화장품 소비성향
Ⅴ. 결론
Ⅵ. 참고문헌