Behavioral Analysis of MZ Generation Beauty Consumers -Focusing on Value Consumption and Funsumer Consumption-

Abstract

This study verified the influence of value consumption and funsumer possibility of MZ generation on beauty consumption selection decision. Based on these results, the purpose of this study is to provide basic data necessary for customer marketing of the MZ generation, which leads the beauty consumption flow. It was found that value consumption that expresses one's beliefs and funsumer consumption that pursues fun, which are the prominent consumption characteristics of the MZ generation, have a significant effect on satisfaction, loyalty, and recommendation, which are sub factors of beauty consumption behavior. In the current beauty market, In an environment in which it is difficult to create a super gap based on product quality alone, moral values such as eco-friendliness and fair trade, as well as fun using collaboration and retro, are judged to be important differentiating factors for beauty marketing. Based on these results, in order to lead positive changes in the satisfaction, loyalty, and recommendation behavior of beauty consumption, differentiation based on environmental and ethical standards, which are sub-factors of value consumption potential, and Newtro and collaboration, which are sub-factors of the possibility of funsumer consumption. It is considered that it is necessary to provide a customized beauty service marketing strategy.