Differences Between Indirect Beauty Salon Experience and Virtual Beauty Experience According to Demographic Characteristics

Abstract

In order to expand the marketing scope of the beauty industry, this study investigated the difference between indirect beauty salon experience and virtual beauty experience according to demographic characteristics. A self-written survey was conducted on the general public, and a total of 308 copies were used as the final analysis data. The collected data were analyzed through SPSS 21.0, and the results of this study are as follows. In terms of differences in indirect experiences, there was a significant difference according to gender, indicating that women were more affected by indirect experiences than men. In terms of differences in virtual experiences, both men and women showed low cosmetic experiences through VR and AR, and in terms of differences in virtual experiences through YouTube media, both men and women showed high results. Therefore, women should continue to carry out marketing strategies using indirect experiences, and since experience marketing experiences using VR and AR are remarkably insufficient in beauty virtual experiences, we hope to contribute to the development of the beauty industry by establishing various marketing strategies suitable for women.