Effects of Customized Skin Diagnosis Service on Participation-based Consumer Segmentation

Abstract

Purpose: This study aimed to verify the possibility of consumer segmentation of customized cosmetic skin diagnosis services by identifying the needs of potential customers related to their consumption value, participation level, and pursuit benefits for each type of customized cosmetic service.Methods: An online survey was conducted for 13 days in September 2020 on individuals aged at least 20 years, living in Seoul and its metropolitan area. Among 483 received responses, only 393 were used for an analysis; insufficient responses and those written by residents living outside of the included region were excluded. Data were analyzed as per frequency analysis, factor analysis, reliability analysis, one-way ANOVA, post-hoc analysis, correlation analysis, and regression analysis.Results: Findings confirmed that consumer segmentation is possible in the customized cosmetic skin diagnosis services and customized ingredients services. After analyzing the average difference of consumption value, participation level, and pursuit benefits, the monthly average purchasing cost in cosmetics showed significant differences. Participation level, consumption value, and benefits were positively correlated. Participation level affects the consumption value.Conclusion: The customized cosmetic skin diagnosis service can serve as the foundation for the skin cosmetic industry development and as part of systematic and secure skincare.