중국 남성의 외모관심도 및 화장품 구매행동 관한 연구

• 영문명: A Study on the Appearance Interest and Cosmetic Purchase Behavior of Chinese Men
• 발행기관: 한국인체미용예술학회
• 저자명: 멍이란(YiRan Meng) 설운화(YunHua Xue)
• 간행물 정보: 『한국인체미용예술학회지』제25권 제3호, 241~254쪽, 전체 14쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2024.09.20

국문 초록

The purpose of this study is to investigate the level of concern among Chinese male regarding their appearance and their purchasing behavior towards cosmetics, aiming to provide foundational data for future interest in cosmetics among Chinese male consumers. A total of 359 questionnaires were distributed to Chinese men aged 20 to 50 years, and 318 completed questionnaires were ultimately analyzed. Data analysis was conducted using SPSS MAC 27.0 software, involving real numbers, percentages, frequency analysis, and X² tests. The study examined Chinese male awareness of their skin health, skin types, and skin concerns. The most common skin type among Chinese male was oily skin, and the most desired skin issue to address was rough skin. Based on factors such as age, education level, marital status, occupation, and household monthly income, the study analyzed the types of general cosmetics purchased by Chinese male. The research found that the most frequently purchased cosmetics based on age, marital status, and household income were facial cleansers, shaving products, and sunscreen. Among students, moisturizers were among the most purchased cosmetic products. Despite high concern about appearance among Chinese men, the study concluded that their interest has not yet extended significantly to purchasing cosmetics, indicating a need for further investigation. These diverse findings are crucial for marketing strategies aimed at male cosmetics and can contribute to more targeted marketing and product development for the Chinese male consumer segment in the future.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 내용 및 방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론

참고문헌

키워드

외모 화장품 구매행동 외모관심도 Appearance Chinese Male Cosmetics Purchasing Behavior Interest in Appearance