A Study on Chinese College Students’ Awareness, Purchasing Behavior and Satisfaction of K-Beauty Cosmetics

This study surveyed 658 Chinese university students to examine their awareness, purchasing behavior, and satisfaction with K-beauty cosmetics. These students are expected to be a key consumer group in China’s future cosmetics market. The collected data were analyzed using SPSS 25.0. A frequency analysis was conducted to assess the general characteristics of the survey participants, while both frequency and cross-tabulation analyses were performed to explore their awareness of K-beauty cosmetics, purchasing behavior, and satisfaction levels. The results showed that the most recognized K-beauty brands among Chinese university students were 3CE (51.2%), Innisfree (46.4%), and Sulwhasoo (36.5%). The most influential factor in their choice of K-beauty cosmetics was efficacy, which ranked highest at 71.4%. Social media advertisements were the primary source of awareness (79.2%), and online stores were the most preferred purchasing channel (66.2%). Regarding the preferred country of origin for cosmetics, China ranked highest at 59.6%. Satisfaction with K-beauty cosmetics stood at 51.0%, future purchase intention at 51.5%, and willingness to recommend them to others at 56.8%, indicating a relatively positive perception. Since this study focused on university students from specific regions in China, the findings may not be fully generalizable. Further research is needed to obtain more comprehensive insights. Nonetheless, the results provide valuable data for the future expansion of Korean cosmetics in the Chinese market.