급속한 산업화는 우리에게 물질적으로 풍요로운 삶을 가져다 준 반면 산업화에 따른 환경오염은 알레르기 등의 피부질환 및 경제적, 사회적, 정신적인 스트레스로 인한 각종 면역질환을 유발시켰다. 이에 정신적, 육체적으로 건강하고 행복한 삶을 강조한 웰빙(Well-Being)이 사회 전반적으로 확대 되었으며, 피부에 자극이 없는 순하고, 피부에 적합한 고기능성화장품의 개발을 요구하고 있다. 뿐만 아니라, 의학과 생명공학의 발달로 인한 초고령화 현상은 노년층들로 하여금 더 건강하고, 더 아름답게 젊음을 오래도록 유지하고 싶은 욕구를 갖게 하였다. 소비자들의 이러한 욕구 및 요구로 인해 화장품 산업은 지속적으로 성장 발전하고 있다. 최근에는 천연물에서 추출/발효한 성분을 활용하여 안전성, 안정성, 효능 및 효과가 입증된 기능성화장품의 소비가 급속히 증가하고 있는데, 미백개선, 주름개선, 자외선 차단 등의 단일 기능을 갖춘 제품을 비롯하여 복합기능성을 갖춘 멀티기능성 제품들까지 개발이 확대되고 있는 추세이다. 이러한 시대의 흐름에 맞추어, 생리활성이 검증된 선복화 추출물을 활용한 기능성화장품의 다각적인 개발로 소비자들의 만족도를 높임으로써 구매행동에 영향을 미치게 된다면, 기업의 부가가치뿐만 아니라 천연발효 기능성화장품 산업의 발전에도 크게 기여할 것으로 본다. 따라서 본 연구는 서울 및 경기 지역에 거주하고 있는 20대 이상 일반 소비자를 대상으로 2015년 2월 23일부터 3월 30일까지 5주간 설문조사를 실시하였고, 회수한 설문지 503부 가운데 응답이 불충분한 설문지 56부를 제외한 447부(회수율 87.5%)를 분석 자료로 이용하여 통계처리 하였다. 본 논문은 국내 일반 소비자의 기능성화장품 구매행태에 따른 소비자요구도 조사, 기능성화장품 선택속성 항목의 중요도-만족도 분석, 기능성화장품 구매성향을 파악하고, 이를 기초로 선복화 추출물/발효물을 이용한 미백·주름개선 기능성화장품 상품화방안 및 홍보활성화 방안에 대해 연구하였으며, 연구내용은 크게 세 부분으로 구성하였다. 연구 1에서는 기능성화장품의 구매행태에 관한 연구로서 조사대상자의 기능성화장품에 대한 구매행태 분석 결과, 일반 소비자들은 주름개선 기능성화장품을 1∼3개월에 한 번 구매하였으며, 용량은 10∼30 ml 미만을 선호하였다. 또한, 주름개선 에센스를 선호하였으며, 1개 당 구매 비용으로 3∼5만 원 미만을 지출하였다. 평소 사용하는 미백개선 기능성화장품의 용량은 30∼50 ml 미만 이었으며, 미백개선 에센스를 선호하였다. 1개당 구매비용으로 3∼5만 원 미만을 지출하였으며, 구매형태로는 단품을 선호하였다. 기능성화장품 구매 장소로는 ‘화장품 전문점’이 가장 높게 나타났으며, 주요 구매 장소이면서 선호도가 높은 장소 또한 ‘화장품 전문점’이 가장 높은 비율로 조사되었다. 정보원 경로는 ‘가족·친구·지인의 추천 및 경험담’이 가장 높게 나타났으며, 주요 정보원이면서 선호도가 높은 정보원 또한 ‘가족·친구·지인의 추천 및 경험담’ 등으로 조사되었다. 연구 2에서는 기능성화장품 선택속성의 중요도-만족도 분석에 관한 연구로서 기능성화장품 선택속성 항목의 요인분석결과 17개의 속성을 총 4개의 요인(기능성 요인, 표시 요인, 홍보 요인, 제품 요인)으로 분류하였다. 기능성화장품 선택속성 항목의 IPA분석 결과, 중요도는 높으나 만족도가 낮게 나타난 항목으로서 우선적으로 집중 관리해야 할 Ⅱ사분면의 항목으로는 ‘가격’, ‘미백개선’, ‘주름개선’, ‘기능성’, ‘전성분표시제’, ‘사용기간 표기’로 나타났다. 성별에 따른 기능성화장품 선택속성 항목의 IPA분석 결과, 남성의 경우 Ⅱ사분면의 항목으로는 ‘가격’, ‘기능성’, ‘발림성’, ‘전성분표시제’로 나타났으며, 여성의 경우 ‘가격’, ‘미백개선’, ‘주름개선’, ‘기능성’, ‘전성분표시제’로 나타났다. 이 항목들은 가장 집중해서 개선·관리되어져야 할 부분으로 보인다. 연구 3에서는 일반 소비자의 기능성화장품 구매성향에 따른 선복화 활용 기능성화장품의 상품화에 관한 연구로서 기능성화장품의 유형화를 위하여 요인분석을 실시한 결과, 19개의 문항에 대하여 총 3개의 요인(충동적 과시형, 합리적 비교탐색형, 독자적 상표충성형)이 도출되었다. 일반 소비자의 기능성화장품 구매성향의 평균을 분석한 결과, 전체평균은 4.56/7점으로 나타났으며, ‘합리적 비교탐색형’ 4.93/7점, ‘독자적 상표 충성형’ 4.81/7점, ‘충동적 과시형’ 3.94/7점 순으로 나타났다. 화장품 구매성향의 유형화를 위해 군집분석을 사용하여 분석한 결과 3개의 집단으로 분류하였으며, ‘고관여 구매집단’, ‘경제적 구매집단’, ‘저관여 구매집단’으로 명명하였다. 화장품 구매성향 군집별 일반적 특성에 대한 교차분석 결과, 주거형태, 월평균 소득, 최종학력에서 군집별 유의적인 차이가 있는 것으로 나타났다. 기능성화장품 구매 장소로는 고관여 구매집단은 백화점을, 경제적 구매집단과 저관여 구매집단은 화장품전문점을 가장 많이 이용하였으며, 고관여 구매집단과 저관여 구매집단은 TV·드라마 광고 등에서, 경제적 구매집단은 가족·친구·지인의 추천 및 경험담을 통해 정보를 수집하였다. 표본의 34.5%를 구성하는 고관여 구매집단은 50세 이상으로 가족 구성원은 4명이며, 월평균 소득 400만 원 이상이다. 표본의 27.7%에 속하는 경제적 구매집단은 30세 이상∼40세 미만으로 가족 구성원은 3명이며, 월평균 소득 200만 원∼400만 원 미만이다. 표본의 37.8%에 속하는 저관여 구매집단은 50세 이상으로 가족 구성원은 3명이며, 월 평균 소득은 400만 원 이상이다. 선복화 추출물/발효물을 이용한 천연발효 기능성화장품에 대한 소비자들의 구매의도 분석결과, 선복화 추출물/발효물을 이용한 기능성화장품을 구매하고 싶다(p<0.001) 항목은 고관여 구매집단이 저관여 구매집단 보다 유의적으로 높게 나타났다. 선복화 추출물/발효물을 이용한 기능성화장품을 구매하기 위해 노력 할 것이다(p<0.001), 선복화 추출물/발효물을 이용한 기능성화장품을 기꺼이 구매 할 것이다(p<0.001), 선복화 추출물/발효물을 이용한 기능성화장품을 지속적으로 사용 할 것이다(p<0.001) 항목은 고관여 구매집단이 경제적 구매집단, 저관여 구매집단 보다 유의적으로 높게 나타났다.
Rapid industrialization has led to a materially rich civilization. However, the environmental pollution that has resulted from this industrialization has also given rise to skin diseases and allergies, and caused other economical, social, and mental issues as well. Such disorders have displayed the importance of ‘well-being,’ with emphasis on mental and physical health. For cosmetics, these changes have meant a rise in demand for cosmetics with a function suitable for sensitive skin. Moreover, the development of medicine and biotechnology has led to a super-aged society where an aging population desires to prolong their youth and beauty. Due to such consumer demands, the cosmetics industry is consistently growing. Recently, cosmetic products derived from extracted and fermented natural products that have proven to be effective, safe and stable are in high demand. From natural cosmetic products with a single function, such as whitening, anti-aging, and sun protection, the industry has now expanded its product range to multi-functioning natural cosmetic products. Following such trends, it seems that multilateral development of cosmetic products from Inula Britannica, which contains proven bioactive substances, may increase consumer satisfaction and influence purchasing behavior, create added value and contribute significantly to the naturally fermented functional cosmetic industry. To examine this issue further, this study conducted a 5-week survey of consumers over 20 years of age living in Seoul and Gyeon-gi provincial area in Korea from February 23rd, 2015 to March 30th, 2015. From the 503 collected questionnaires, 56 inadequate questionnaires were excluded, and the remaining 447 questionnaires(return rate 88.9%) were studied as material for statistical analysis. This paper studies consumer demand based on the domestic consumer’s purchasing behavior, and has conducted an Importance Performance Analysis on selected attributes of functional cosmetics to apprehend buying propensities on the basis of on the domestic consumer’s purchasing behavior. Through this analysis, the study examined ways to commercialize and actively promote whitening and anti-wrinkle functional cosmetics using Inula Britannica extract or fermented Inula Britannica. The study mainly consists of three parts. Study 1 examines consumers’ purchasing behavior with regard to functional cosmetics. Analysis of the surveyed purchasing behaviors showed that consumers purchased anti-wrinkle cosmetics every 1~3 months, and preferred to buy in quantities of 10~30 ml. Also, the consumers preferred anti-wrinkle essence products that cost less than 30,000~50,000 Korean won(KRW) per product. For whitening functional cosmetic products, consumers preferred essence products that were between 30~50 ml, and spent less than 30,000~ 50,000 KRW per whitening product. When asked about purchasing location for these functional products, ‘cosmetic shop’ was the most frequent response recorded. Moreover, cosmetic shops showed the highest preference as well for consumers when purchasing cosmetic products. For references regarding cosmetic products, ‘family, friend, or acquaintance’s recommendation and review’ was the most frequent response, and it was also the most preferred source of reference too. Study 2 conducts the Importance Performance Analysis(IPA) on the functional cosmetics’ selected attributes. For factor analysis, the 17 attributes which had been analyzed were classified as one of four distinct factors: functionality, labeling, popularity, and product. The IPA results showed ‘price,’ ‘whitening,’ ‘anti-wrinkle,’ ‘safety,’ ‘full ingredient labeling’ and ‘indicating the usage period’ in the 2nd quadrant - high in importance but low in performance. IPA results pertaining to gender also showed ‘price,’ ‘function,’ ‘adhesive property,’ and ‘full ingredient labeling’ as 2nd quadrant factors. For women, ‘price,’ ‘whitening,’ ‘anti-wrinkling,’ ‘functionality’ and ‘full ingredient labeling’ were the 2nd quadrant factors. The results overall show that the factors above are essential factors for future management and improvement of functional cosmetics. Study 3 researched the commercialization of functional cosmetics using Inula Britannica extract with relation to purchasing tendencies of general customers. Through a factor analysis consisting of 19 questions, three types of customers were typologically assessed: the impulsive show-off type, the rational comparison type, and the brand loyal type. Results from analyzing the functional cosmetics buying propensity of consumers showed that the overall average score from the analysis was 4.56 out of 7. For the ‘rational comparison type,’ the score was 4.93 out of 7; for the ‘brand loyal type,’ it was 4.81 out of 7; for the ‘impulsive show-off type,’ the score was 3.94 out of 7. For typological assessment of buying propensities, the study used cluster analysis. Based on these results, consumers were divided into three groups: the ‘high involvement purchase group’, the ‘economic purchasing group’, and the ‘low involvement purchases group’. A cross-analysis of the cluster-specific general characteristics showed statistically significant differences in housing, monthly income, and level of education for each cluster. For purchasing location, the ‘high involvement purchasing group’ frequented department stores, while the ‘economic purchasing group’ and ‘low involvement purchasing group’ used cosmetic shops more often. Additionally, the ‘high involvement purchasing group’ and ‘low involvement purchasing group’ both received information through TV and media advertisement, whereas the ‘economic purchasing group’ received its information mainly from ‘family, friend, or acquaintance’s recommendation and review’. The ‘high-involvement purchasing group,’ which makes up 34.5% of the sample, consisted mainly of women older than 50 years of age with 4 family members and an average monthly income of over 400 million Korean won. The ‘economic purchasing group,’ making up 27.7% of the sample, was mainly between 30 to 40 years of age with 3 family members and a monthly income of 200 to 400 million Korean won. Finally, the ‘low-involvement purchasing group, which makes up 37.8% of the sample, was mainly over 50 years of age with 3 family members and an average income of over 400 million won. Analysis of the purchase intent of consumers buying functional cosmetic products which uses naturally fermented Inula Britannica extract or Inula Britannica ferment showed ‘high-involvement purchasing group’ exhibited statistically higher results in the ‘willing to buy’ category (p<0.001) than the ‘low-involvement purchasing group.’ For other categories, such as ‘will make an effort to buy’ (p<0.001), ‘will certainly buy’(p<0.001), and ‘will use continuously’(p<0.001), the ‘high-involvement purchasing group’ showed significantly higher results than both the ‘economic purchasing group’ and the ‘low-involvement purchasing group’.
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Ⅰ. 서론 ······································································································· 11. 연구의 배경 및 필요성···············································································12. 연구의 목적 ·································································································43. 연구범위와 방법 및 구성 ···········································································6Ⅱ. 연구 1: 국내 소비자의 기능성화장품 구매행태에 관한 연구······················································································································91. 연구의 필요성 및 목적············································································92. 연구 내용 및 방법 ···················································································103. 연구결과 및 고찰 ·····················································································134. 요약 및 결론 ·····························································································31Ⅲ. 연구 2: 기능성화장품 선택속성의 중요도-만족도 분석 ··· 331. 연구의 필요성 및 목적 ···········································································332. 연구 내용 및 방법 ···················································································353. 연구결과 및 고찰 ·····················································································374. 요약 및 결론 ·····························································································52Ⅳ. 연구 3: 소비자의 화장품 구매성향에 따른 선복화 활용 기능성화장품 상품화에 관한 연구 ········································ 541. 연구의 필요성 및 목적 ···········································································542. 연구 내용 및 방법 ···················································································563. 연구결과 및 고찰 ·····················································································584. 요약 및 결론 ·····························································································89Ⅴ. 종합결론 및 제언 ···········································································93참고문헌 ······································································································99설문지········································································································109Abstract ····································································································117감사의 글 ··································································································122