남성의 유행선도력에 따른 화장품 구매실태와 평가기준
The Actual Conditions of Cosmetics Purchasing and Evaluation Criteria According to Men's Fashion Leadership
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
The purpose of this study is to classify men's fashion leadership into groups and analyzed the differences for the actual conditions of cosmetics purchasing and evaluation criteria. Questionnaires are being administered from 163 men in their 20's and 30's living in Deagu Metropolitan City and Kyungbook. Frequency, factor analysis, reliability analysis,cluster analysis, ANOVA, Duncan-test, and Χ2-test are all used for data analysis. Our findings are as follows. Men's fashion leadership is being categorized into fashion opinion leadership, innovative communicator and fashion innovator. Cosmetics evaluation criteria are service/aesthetic, ostentatious, function, and economy. Men's fashion leadership is classified into three groups: fashion laggards, fashion leaders, and fashion followers. Males show no significant differences in the function of cosmetics evaluation criteria by the groups but they show significances in service/aesthetic, ostentatious, and economy. Groups display distinctions between the sub-variables in the actual condition of cosmetics purchasing such the place of purchase, companionship when buying cosmetics, and average monthly purchase amount. Although the cosmetic markets for men show high average growth rates per year,cosmetic interests at the age of twenties and thirties are generally low, and cosmetics are not actively used. The customers' experience of using merchandise not only provide the opportunities of trying beforehand, but also lead to the role of information transfer, thus, it can be positively applied to active marketing. In addition, it can be expected that the low-priced cosmetic markets are guaranteed to obtain loyal customers through repurchasing and maintain long-term relationships by providing fashion followers with several promotional events.
Abstract
The purpose of this study is to classify men's fashion leadership into groups and analyzed the differences for the actual conditions of cosmetics purchasing and evaluation criteria. Questionnaires are being administered from 163 men in their 20's and 30's living in Deagu Metropolitan City and Kyungbook. Frequency, factor analysis, reliability analysis,cluster analysis, ANOVA, Duncan-test, and Χ2-test are all used for data analysis. Our findings are as follows. Men's fashion leadership is being categorized into fashion opinion leadership, innovative communicator and fashion innovator. Cosmetics evaluation criteria are service/aesthetic, ostentatious, function, and economy. Men's fashion leadership is classified into three groups: fashion laggards, fashion leaders, and fashion followers. Males show no significant differences in the function of cosmetics evaluation criteria by the groups but they show significances in service/aesthetic, ostentatious, and economy. Groups display distinctions between the sub-variables in the actual condition of cosmetics purchasing such the place of purchase, companionship when buying cosmetics, and average monthly purchase amount. Although the cosmetic markets for men show high average growth rates per year,cosmetic interests at the age of twenties and thirties are generally low, and cosmetics are not actively used. The customers' experience of using merchandise not only provide the opportunities of trying beforehand, but also lead to the role of information transfer, thus, it can be positively applied to active marketing. In addition, it can be expected that the low-priced cosmetic markets are guaranteed to obtain loyal customers through repurchasing and maintain long-term relationships by providing fashion followers with several promotional events.
참고문헌 (29)
- "Korea is a republic skin" (2007)[URL]
- 조재영, "남자 대학생의 얼굴 만족도와 화장품 소비행태 및 광고의존도에 관한 연구", 한국광고홍보학보, 10(3), pp.7~40 (2008), 한국광고홍보학회
- 최수경, "유행선도력에 따른 여대생의 화장품충동구매와 내적특성에 관한 연구", 한국의류산업학회지, 10(2), pp.155~163 (2008), 한국의류산업학회
- Choo, T., "A study on fashion leadership and information seeking of adolescents related to clothing purchasing behavior", The Research Journal of the Costume Culture, 6(3), pp.73~87 (1998)
- Chung, H., "A study on college women's attitude toward and buying intention of well-known brand apparel", The Research Journal of the Costume Culture, 8(1), pp.1~14 (2000)
- Eckman, M., "Toward a model the in-store purchase decision process: consumer use of criteria for evaluating women's apparel", Clothing and Textiles Research Journal, 8(winter), pp.13~22 (1990)
- 한동조, "대학생들의 메이크업과 미용성형에 대한 외모관리 행동 연구", 한국미용학회지, 14(2), pp.622~632 (2008), 한국미용학회
- 홍금희, "중국 여자대학생의 유행선도력과 한류 선호에 따른 한국 패션브랜드 구매행동", 한국의류학회지, 33(4), pp.655~665 (2009), 한국의류학회
- 홍성순, "남성 패션라이프스타일에 따른 세분집단별 화장품 구매행동 비교", 복식, 57(2), pp.29~44 (2007), 한국복식학회
- 전향란, "20-30대 남성의 화장품 구매결정요인", 한국생활과학회지, 18(6), pp.1237~1246 (2009), 한국생활과학회
- Jung, M., "The influence of cosmetics purchasing propensity on focus attribute and satisfaction", Proceedings of Korean Academic society of Business Administration, Integration Conference, pp.1~17 (2009), Inspiring Insight in Business Society
- Kaiser, S. B., "The social psychology of clothing" (1995), Kyungchunsa
- Kim, C., "A comparative analysis of the characteristics of male consumers segmented by fashion leadership", Journal of the Korean Society of Costume, 37, pp.89~102 (1998)
- 김정우, "20~30대 여성의 유행선도력에 따른 속옷 구매행동 및 태도에 관한 연구", 한국의류학회지, 34(8), pp.1319~1330 (2010), 한국의류학회
- 김미현, "여성 소비자의 라이프스타일에 따른 색조화장품의 브랜드 신뢰에 관한 연구 -20~40대 소비자를 중심으로-", 한국생활과학회지, 17(5), pp.1015~1026 (2008), 한국생활과학회
- Kim, S., "A study on the structure of clothing consumption values and the relation between clothing consumption values and, clothing involvement and fashion leadership", 박사, pp.1999
- 김윤희, "매스미디어 활용이 메이크업 및 패션제품의 유행선도력에 미치는 영향", 한국의류학회지, 30(2), pp.266~274 (2006), 한국의류학회
- 이혜주, "20대 남성소비자의 라이프스타일에 따른 화장품속성평가와 구매 및 사용 행동 차이 연구", 한국미용학회지, 17(2), pp.233~244 (2011), 한국미용학회
- Lee, H., "Segmentation of the cosmeceuticals market: based on consumer usage behavior", Journal of Korean Society of Clothing and Textiles, 24(4), pp.560~570 (2000)
- 이문영, "20대-30대 남성들의 라이프스타일에 따른 화장품 구매행동", 복식, 56(1), pp.56~69 (2006), 한국복식학회
- 박은희, "화장품 소비자의 쇼핑성향 유형에 따른 화장행동 및 구매행동", 패션 비즈니스, 15(5), pp.28~42 (2011), 한국패션비즈니스학회
- Rhee, E., "패션마케팅" (1997), Kyomunsa
- Rhee, Y., "Clothing importance perception and clothing involvement : in relation to value, fashion opinion leadership and shopping behavior", Journal of Korean Society of Clothing and Textiles, 24(4), pp.549~559 (2000)
- Ryou, E., "A study on the perfume purchasing behaviors and fashion leadership", Family and Environment Research, 38(12), pp.101~110 (2000)
- 신현경, "유행선도력에 따른 온라인 구전활동", 한국의류학회지, 34(8), pp.1242~1252 (2010), 한국의류학회
- Song, J., "The relationship between clothing involvement and fashion leadership of fashion models and college women", Korean Society Clothing Industry, 3(4), pp.323~329 (2001)
- 송명화, "유행선도력에 따른 대행 인터넷 쇼핑몰의 패션제품 구매행동", 한국의류학회지, 32(2), pp.179~189 (2008), 한국의류학회
- "Male cosmetics trademark applications increased steadily" (2012)[URL]
- 유승희, "남성들의 생활 습관 및 화장품 구매행태에 관한 연구", 한국미용학회지, 15(3), pp.1019~1032 (2009), 한국미용학회