Mobile shopping beauty live commerce changes in COVID‐19 pandemic focused on fun contents of MZ generation in Republic of Korea

Abstract

Background Severe acute respiratory syndrome coronavirus 2 (SARS‐CoV‐2) is the new virus responsible for the coronavirus disease 2019 (COVID‐19) pandemic. According to these circumstances, a study was conducted to prepare a long‐term non‐face‐to‐face outpatient treatment service during the COVID‐19 pandemic. Given the current situation of the times, it is expected that there will be no return to the non‐face‐to‐face prior. Objectives Therefore, this study descriptively investigated changes in consumer demand for new changes in the cosmetic market that has changed since COVID‐19. Methods It was written with reference to keywords such as “Covid Mobile Shopping,” “Covid MZ Generation,” “Covid Live Commerce,” and “Fun Content.” This study was conducted by searches on PubMed, Google Scholar and Scopus, and ResearchGate. A total of 398 papers were found, of which 40 were successfully included in this study. Results It is expected that this era will be centered on the MZ generation, which has emerged as a new consumer in the market, where individual tastes and individuality are emphasized. Millennials and Generation Z, also called the “SNS generation,” are focusing on consumption trends. Conclusion It is expected that this review will be used as important marketing material for a new change in the cosmetics market by clearly understanding the consumer needs of the cosmetics industry that has changed in the untact era.

Beyond beauty: A qualitative exploration of authenticity and its impacts on Chinese consumers' purchase intention in live commerce

“…On the other hand, the streamers' persuasiveness (Gao et al, 2021), humor appeal and sex appeal (Hou et al, 2020) also positively impact consumers' watching intention and purchase intention. In addition, studies from different Asian countries (e.g., South Korea Lee and Kwon, 2022, Thailand Chandrruangphen et al, 2022, and Malaysia Ong et al, 2021 have also confirmed similar conclusions.…”

Future value and direction of cosmetics in the era of metaverse

“…It said there is a need for continuous research. As such, the surge in online purchases due to COVID‐19 has brought about a major change in the purchasing behavior of beauty product consumers 11,13,14 1 summarizes the COVID‐19 untact era and changes in purchasing patterns in the beauty market.…”

“…It is expected that a new era will come, centering on those who have emerged as new consumers in a market where individual tastes and individuality are emphasized. It will be paid attention to their consumption trends 13 . In addition, the proliferating fandom they are leading will enable a relationship with brand value and true meaning through inbound marketing.…”

“…It will be paid attention to their consumption trends. 13 In addition, the proliferating fandom they are leading will enable a relationship with brand value and true meaning through inbound marketing. Therefore, the value of fandom allows the transformation of corporate culture into new social and cultural tastes, including the position of consumers as potential loyal customers.…”

Why is generation MZ passionate about good consumption of K‐cosmetics amid the COVID‐19 pandemic?

“…The cosmetic industry that has changed in the untact era will spread into a new beauty live commerce market. 34 As a result, it was said that live commerce and influencer attributes were regarded as evaluation criteria and that they were recognized as repurchase intentions of beauty and fashion products. Due to lifestyle changes in the use of digital platforms, the use of packaging materials is increasing, and, accordingly, environmental issues are becoming more important.…”