Impact on Consumption Propensity and Satisfaction According to MZ Generation Lifestyle: Focused on Skin Care Users

• Published in: Journal of the Korean Society of Cosmetology Vol. 30; no. 4; pp. 718 - 728
• Main Authors: Shin, Yeon-Su, Kim, Jeong-A, Oh, Su-Yeon
• Format: Journal Article
• Language: English
• Published: 31.08.2024
• ISSN: 1229-4349; 2765-5881
• DOI: 10.52660/JKSC.2024.30.4.718

This study was conducted to determine the impact on lifestyle, skin care consumption tendency, and purchase satisfaction among men and women living in Busan and Gyeongnam regions who have experience using skin care salons among the MZ generation, and to investigate the mediating effect of skin care consumption tendency. Empirical analysis was conducted. The final analysis was conducted on 286 of the 289 collected survey responses, excluding 3 inappropriate ones. The results of this study are as follows. The MZ generation lifestyle was found to partially affect skin care consumption propensity and satisfaction. However, skin care consumption propensity played a mediating role, showing a positive relationship between MZ generation lifestyle and satisfaction. The implications suggest the importance of increasing customer satisfaction through segmentation according to the various characteristics of the MZ generation’s lifestyle and the consumption propensity of the MZ generation in order to further activate the use of skin care salons by the MZ generation.