Purpose: This study examined how the MZ generation views vertical commerce. As an emerging key consumer group, the MZ generation significantly influences their makeup product purchasing behavior and satisfaction on these vertical commerce platforms. This study aims to provide foundational data to revitalize the specialized market for makeup products distribution.Methods: To achieve this objective, MZ generation consumers residing in Seoul and the metropolitan area were surveyed. The data collected were analyzed with SPSS WIN 27.0, using frequency analysis, chi-square (χ²) tests, t-tests, one-way ANOVA, and multiple regression analyses.Results: The MZ generation valued vertical commerce for its entertainment value, convenience, and economic efficiency. Almost all respondents (98.7%) had accessed a vertical commerce platform, and of those, 97.7% had purchased makeup products, with lip products being the most frequently purchased items. In general, customers were highly satisfied with makeup products purchased through vertical commerce platforms. Furthermore, higher levels of perceived entertainment value, convenience, and economic efficiency significantly increased purchase satisfaction.Conclusion: These findings indicate that positive perceptions of vertical commerce among the MZ generation significantly contribute to increased platform visits, enhanced makeup product purchasing behavior, and heightened purchase satisfaction. The findings offer valuable insights for developing strategies to activate and expand the distribution market for specialized makeup products through vertical commerce platforms.
Gu et al. (Thu,) studied this question.