화장품 유통환경 변화에 따른 전자상거래 구매 행동에 관한 연구

Abstract

Recently, the domestic cosmetics market has a defensive disposition against economic recession, showing a steady growth and is expected to continue growth by creating high added value. Especially, e-commerce for cosmetics is a rapidly growing distribution channel in distribution market. The market share is growing steadily in the order of TV home shopping, cyber shopping mall, mail order, smart phone shopping. This study surveyed 700 people in their 20s-30s living in Capital area from Aug, 1 thru Aug. 30, 2012 with prior consent in order to modernize and advance the distribution of cosmetics and establish the distributional information system for e-commerce by analyzing e-commerce buying practices according to changes to distribution environment for cosmetics. Out of total 700 questionnaires, 25 questionnaires were discluded due to non-response or insincere response and the rest 675 questionnaires were analyzed using IBM SPSS Statistics 20.0 for Windows. The findings of this survey are as follows:

First, when the participants were grouped by their characteristics, the overall average for getting quick information was 3.70, while 4.06 for active purchase, 3.95 for pursuit of convenience in the order of group B, group C, group A, group D(P<0.001). In terms of information reliability, the overall average was 2.98. In terms of convenience, the overall average was 3.79 for convenience for price comparison and quality comparison. In terms of reliable value of e-commerce, the overall average was 3.07 (P<0.001) in the order of group C, group A, group B, group D.

Secondly, for makeup levels of respondents, most respondents said they wear basic skin care (307 respondents, 45.5%). Basic skin care had the highest response rate in pursuit of security group, followed by pursuit of convenience group, active purchase group in sequence. On the other hand, disinterested group was divided into basic skin care (33 respondents, 33%) and no make-up(30respondents 30,3%). Women in their 20s(30 respondents (20.8%)) and 30s(74 respondents (43.0%)) showed high response rate in basic makeup. Those in their 30s had higher response rate in basic skin care (43 response (25.5%)) and it was indicated that those in their 20s apply relatively more makeup.(P<0.001).

Thirdly, in terms of cosmetic buying practices in e-commerce, the opinion was divided into 'I've got no complaint' (218 respondents (32.3%) and 'no improvement made'(230respondents (34.1%)). The best selling item was lotion cream (238 respondents (35.3%), skin toner (196 respondents (29.0%). Men purchased mainly lotion (20s, 64 respondents,(41.6%)), (30s, 110 respondents (53.7%). The best selling items among women in 20s was makeup products (48 respondents (33.3%), while it was hydro essence products among women in 30s (69 respondents (40.1%). For benefits of buying cosmetics through e-commerce, most respondents selected affordable price (273 respondents (40.4%), convenience of purchase (216 respondents (32.0%))(P<0.01), For purchase channel, direct purchase had the highest response rate(364 respondents (53.9%)), followed by e-commerce (311 respondents (46.1%)). Active purchase group used mainly e-commerce (117 respondents (60.6%) while the other groups, particularly disinterested group (90 respondents (80.85%) preferred direct purchase from the store(P<0.001).

Fourthly, for getting information quickly according to the characteristics of e-commerce, the overall average was 3.70 showing difference among groups in the order of pursuit of convenience group, active purchase group, pursuit of security group, disinterested group(P<0.001). For getting necessary information, the overall average was 3.46 and for convenience in price and quality comparison, the overall average was 3.79 showing difference among groups in the order of pursuit of convenience group, active purchase group, pursuit of security group, disinterested group(P<0.001). For fast and convenient structure, the overall average was 3.61 which was above normal(P<0.001). However, application of law and regulation, the overall average was 2.89 showing difference among groups in the order of pursuit of security group, active purchase group, pursuit of convenience group, disinterested group(P<0.001).

For security level, the overall average was 2.71 and for on-line payment, the overall average was 3.18(P<0.001). For reliable value, the overall average was 3.07 showing difference among groups in the order of active purchase group, pursuit of security group, pursuit of convenience group, disinterested group(P<0.001).

As it was indicated that e-commerce was highly evaluated in information delivery or convenience but its security and reliability got relatively low score, therefore, it is necessary to benefit consumers by providing them with various information and comparison of and access to items in order to build an effective e-commerce system in the future and prepare for and reinforce the security and reliability.