The Effect of Consumption Tendency Based on Personal Color Types of Generation Z Women on Nail Design Satisfaction and Revisit Intention
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the impact of consumption tendencies based on personal color types on nail design satisfaction and repurchase intention among Generation Z women, the core consumer group in the beauty industry, and to clarify the structural relationships between the variables. To this end, a survey was conducted on 297 Generation Z women residing in the Busan area, and the collected data was empirically analyzed using the SPSS statistical program. The research results are as follows. First, all sub-factors of Gen Z women’s consumption tendencies-desire for self-expression, value-based consumption, and trend receptivity-were found to have a significant positive (+) effect on nail design satisfaction. Notably, the desire for self-expression exerted the strongest influence, confirming that nail design serves as a crucial means of identity expression for Gen Z. Second, nail design satisfaction had a significant positive (+) effect on repurchase intention. Third, design satisfaction was verified to have a partial mediating effect in the relationship between consumption tendencies and repurchase intention. Fourth, the analysis of differences by personal color type revealed that the spring/summer group showed higher overall design satisfaction and repurchase intention compared to the autumn/winter group. This study is significant in that it clarifies that nail design incorporating personal color is an important factor in enhancing psychological satisfaction and behavioral intention among Generation Z consumers. The findings of this study can serve as useful foundational data for establishing personalized design proposals based on personal color and differentiated marketing strategies within the nail industry.
Author: Tae-Hee Kim
Institution: Tongmyong University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
Funder: Sogang University
OpenAlex ID: W7117711538