K-beauty Purchase Intent & Channel U&A — US MZ Women
33문항 · 약 7–9분 · English (US) · 검증된 문항뱅크 기반
스크리닝 블록
⎇ 통과 조건: Q1에서 Skincare·Makeup 선택 그리고 Q2에서 '최근 12개월 내 구매' 선택 시에만 통과
Q1In the past 12 months, which have you personally purchased for yourself?객관식 다중 · 최소1~최대9
- Hair care
- Fragrance
- Skincare (cleanser, moisturizer, SPF, serum)
- Makeup/cosmetics
- Body care
- Grooming tools
- Supplements/vitamins
- Apparel/shoes
- Electronics/accessories
Q2When did you last purchase skincare and/or makeup?객관식 단일
- Within past 1 month
- 1–3 months ago
- 4–6 months ago
- 7–12 months ago
- More than 12 months ago
- Never purchased
⎇ Q1에서 Skincare·Makeup 선택 시에만 제시
B1. K-beauty 컨셉/카테고리 구매의향
Q3Before today, how familiar were you with the term "K-beauty"?객관식 단일
- Very familiar
- Somewhat familiar
- Not very familiar
- Not familiar at all
- Not sure
Q4Which best describes your experience with K-beauty products?객관식 단일
- Have purchased before
- Used but did not purchase myself
- Not used, but interested
- Not used, not interested
- Not sure
Q5Which types of K-beauty products have you purchased?객관식 다중 · 최소1~최대19
- Cleanser
- Toner/essence
- Serum/ampoule
- Moisturizer/cream
- Sunscreen/SPF
- Exfoliator
- Masks
- Eye care
- Lip care
- Acne treatment
- Cushion foundation
- Foundation/concealer
- Setting powder/spray
- Blush/bronzer
- Eye makeup
- Lip makeup
- Makeup remover
- Tools/accessories
- Other
⎇ Q4에서 '구매 경험 있음' 선택 시에만 제시
Q6In the next 3 months, how likely to purchase a K-beauty skincare product?평가형 5점
Not at all (1)2Neither (3)4Extremely (5)
Q7In the next 3 months, how likely to purchase a K-beauty makeup product?평가형 5점
Not at all (1)2Neither (3)4Extremely (5)
B2. 브랜드 퍼널 + K사 퍼널/구매의향
Q8When you think of K-beauty brands, what is the FIRST brand that comes to mind?주관식
자유 응답 (long text)
Q9What other K-beauty brands can you think of?주관식
자유 응답 (long text)
Q10Which of the following K-beauty brands have you heard of?객관식 다중 · 최소1~최대20
- K Company Brand
- Laneige
- Innisfree
- COSRX
- Beauty of Joseon
- Dr. Jart+
- Sulwhasoo
- Etude
- MISSHA
- Banila Co
- TONYMOLY
- The Face Shop
- SKIN1004
- Round Lab
- Some By Mi
- Dear Klairs
- Mediheal
- Neogen
- Pyunkang Yul
- Other
Q11Which of those have you ever purchased or used?객관식 다중
↑ Q10에서 선택한 보기만 제시 (보기 파이핑)
Q12Which have you purchased/used in the past 12 months?객관식 다중
↑ Q11에서 선택한 보기만 제시 (보기 파이핑)
Q13Which ONE brand do you purchase/use most often nowadays?객관식 단일
↑ Q12에서 선택한 보기만 제시
Q14Overall, how favorable is your opinion of [K Company Brand]?평가형 5점
Very unfavorable (1)2Neutral (3)4Very favorable (5)
⎇ Q10에서 K사 인지 시에만 제시
Q15How likely to purchase [K Company Brand] for the FIRST time in next 3 months?평가형 5점
Not at all (1)2Neither (3)4Extremely (5)
⎇ Q10 인지 AND Q11 미구매 시에만 제시
Q16How likely to repurchase [K Company Brand] in next 3 months?평가형 5점
Not at all (1)2Neither (3)4Extremely (5)
⎇ Q11에서 K사 구매 경험 시에만 제시
B3. 구매 채널 이용/선호 (첫 구매 vs 재구매)
Q17In the past 12 months, where have you purchased skincare and/or makeup?객관식 다중 · 최소1~최대16
- Sephora
- Ulta Beauty
- Amazon
- Brand website (DTC)
- Brand store (physical)
- TikTok Shop
- Walmart
- Target
- Drugstore (CVS/Walgreens)
- Department store
- K-beauty specialty (Soko Glam)
- Asian marketplace (YesStyle 등)
- Olive Young Global
- Subscription box
- Local beauty supply
- Other
Q18Rank your TOP 3 channels you use most often.객관식 순위 · TOP 3
↑ Q17에서 선택한 보기만 제시
Q19For a FIRST-TIME K-beauty purchase, which channels would you consider?객관식 다중 · 최소1~최대16
↑ 채널 보기 동일 (Q17)
Q20Which ONE channel is most likely for that first-time purchase?객관식 단일
↑ Q19에서 선택한 보기만 제시
Q21For repurchasing K-beauty, which channels would you consider?객관식 다중 · 최소1~최대16
↑ 채널 보기 동일 (Q17)
⎇ Q4에서 구매 경험 시에만 제시
Q22Which ONE channel is most likely for repurchase?객관식 단일
↑ Q21에서 선택한 보기만 제시
⎇ Q4 구매경험 AND Q21 응답 시 제시
B4. 채널 선택 요인 / 전환 장벽·트리거
Q23When choosing WHERE to buy K-beauty, what matters most?객관식 순위 · TOP 5 (1=most)
- Authentic (not counterfeit)
- Lower price/deals
- Promotions
- Fast delivery
- Low/free shipping
- Easy returns
- Trusted reviews
- Try in person
- Wide selection
- Convenience
- Loyalty rewards
- Customer service
- Clear product info
- Other
Q24What could stop you from buying K-beauty in the next 3 months?객관식 다중 · 최소1~최대14
- Nothing would stop me
- Too expensive
- Unsure what suits my skin
- Worry about irritation
- Counterfeit concerns
- Hard to find in US
- Slow shipping
- High shipping cost
- Difficult returns
- Not enough reviews
- Prefer non-K brands
- Ingredient concerns
- Shade range
- Too complicated
- Other
Q25What would make you MORE likely to buy K-beauty?객관식 다중 · 최소1~최대15
- Nothing in particular
- Discounts/sale
- Free shipping
- Faster delivery
- Free samples
- Gift/bundle
- Trustworthy reviews
- Influencer rec
- Friend/family rec
- Dermatologist rec
- Clear skin-type guidance
- Easier returns
- Sold at retailer I shop
- Authentic/verified
- Try in store
- Other
B5. 정보원 / 콘텐츠 영향
Q26In the past 3 months, where have you gotten beauty info/inspiration?객관식 다중 · 최소1~최대17
- None
- TikTok
- Instagram
- YouTube
- Pinterest
- Facebook
- Reddit
- Google/search
- Sephora/Ulta reviews
- Amazon reviews
- Brand websites
- Beauty blogs
- Friends/family
- Dermatologist
- In-store advisors
- Online communities
- Email/text alerts
- Other
Q27Rank your TOP 3 most influential sources.객관식 순위 · TOP 3 (1=most)
↑ Q26에서 선택한 보기만 제시
Q28How much do social media/online content influence your K-beauty interest & purchases?평가형 5점
Not at all (1)2Somewhat (3)4A great deal (5)
B6. 세그먼트 분석용 프로필
Q29Approximate annual household income (USD)?객관식 단일
- Prefer not to answer
- Under $25k
- $25–35k
- $35–50k
- $50–75k
- $75–100k
- $100–125k
- $125–150k
- $150–200k
- $200–250k
- $250k+
Q30How involved are you in beauty (enjoy, follow trends, spend time/money)?평가형 5점
Not at all (1)2Moderately (3)4Very involved (5)
Q31Which skin concerns are relevant to you?객관식 다중 · 최소1~최대15
- No specific concerns
- Acne/breakouts
- Dark spots
- Uneven tone
- Dryness
- Oiliness
- Redness/rosacea
- Visible pores
- Blackheads
- Fine lines/wrinkles
- Loss of firmness
- Dullness
- Dehydration
- Under-eye concerns
- Sun damage
- Other
Q32Which best describes your skin sensitivity?객관식 단일
- Very sensitive
- Somewhat sensitive
- Not very sensitive
- Not sensitive at all
- Not sure
Q33Which best describes your race/ethnicity?객관식 단일
- Prefer not to answer
- White
- Black/African American
- Hispanic/Latina
- East Asian
- Southeast Asian
- South Asian
- MENA
- Native American
- Pacific Islander
- Multiracial
- Other
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