韓國化妝品近幾年來由於高品質、低價格在亞洲越來越受歡迎，在台灣也廣泛地被年輕女性接受。本文以韓國化妝品消費者為研究對象，探討台南地區女大學生生活型態與消費價值。本研究以便利抽樣的方式進行問卷調查，共計發出440 份問卷，有效問卷為400 份，回收率為90.0%。資料統計分析使用因素分析(Factor Analysis)、T 檢定、單因子變異數分析(One-way ANOVA)、及結構方程模式（Structural Equation Model,SEM）進行研究架構之分析。其分析結果顯示，生活型態與消費價值在年齡、工讀、每月花費、每月化妝品花費與經常化妝有些部分差異。結構方程模式分析顯示生活型態對消費價值具有正向相關。

Korean Cosmetics are more and more popular in Asia, and accepted by young female inTaiwan because of high quality and low price in recent year. The research aims to investigatecustomer market of Korean cosmetics, and studies the life style, consumption value. Thequestionnaire was distributed to 440 female university students in metropolitan Tainan andobtained 400 valid questionnaires. The data was analyzed by Factor Analysis, T-test,One-way ANOVA and structural equation model (SEM).The results exhibit life style,consumption value are significantly different in age, part-time working, monthlyexpenditure , monthly cosmetic expenditure and usually make up. SEM shows life stylecauses positive correlation to consumption value.