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Chinese female preference of cosmetic products information channels

机译：中国女性偏爱化妆品信息渠道

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Purpose - Understanding the customers' habits of getting cosmetic products information is of great importance to enhance the effectiveness of advertising and marketing strategy of cosmetics. In China, as females are the major target customers of cosmetics, this paper aims to analyze the information behaviors of obtaining cosmetics information of different women groups, including the preferences of information channels and the corresponding means of getting information. Design/methodology/approach - This research is based on a questionnaire survey. A total of 419 effective questionnaires were collected from females who had bought cosmetics in China. Descriptive statistics and chi-square analysis were used to analyze the data. Findings - According to the result of the questionnaire survey, women preferred to get information through social platforms and physical stores. And the primary reason of the choice was that they believed the information from the channel they chose was reliable. The survey also revealed that age, educational level and occupation would significantly affect their preferences of information channels. Originality/value - There was no previous research which analyzed Chinese women consumers' information-seeking behaviors about cosmetic products information as well as the influence factors of the behaviors.
机译：目的-了解客户获取化妆品信息的习惯对于提高化妆品广告和营销策略的有效性至关重要。在中国，由于女性是化妆品的主要目标客户，因此本文旨在分析获取不同女性群体的化妆品信息的信息行为，包括信息渠道的偏好和获取信息的相应方式。设计/方法/方法-这项研究基于问卷调查。总共从在中国购买化妆品的女性中收集了419份有效问卷。描述性统计和卡方分析用于分析数据。调查结果-根据问卷调查的结果，女性更喜欢通过社交平台和实体店获取信息。选择该文件的主要原因是，他们认为来自他们选择的渠道的信息是可靠的。调查还显示，年龄，文化程度和职业将显着影响他们对信息渠道的偏好。原创性/价值-以前没有研究分析中国女性消费者关于化妆品信息的信息寻求行为以及这些行为的影响因素。

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