The Effect of Consumption Tendency Based on Personal Color Types of Generation Z Women on Nail Design Satisfaction and Revisit Intention

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.