남성 네일 케어에 대한 소비자의 인식이 구매의도에 미치는 영향

Abstract

It is a human’s instinct to decorate and beautify his/her body. Covering defects with diverse materials andmaking merits stand out as a cultural behavior are the talent that humans have. So far, esthetic behavior hasbeen recognized as the sole domain of women. Entering the modern times, however, men’s interest in beautystarted to emerge as a critical issue which creates endless economic values in beauty industry. As beautyproducts become popular among men, and more men begin to buy their cosmetics, the production scope andamount of cosmetics have rapidly changed. Now, it is not hard at all to find a man in a beauty salon whichpursues total fashion. With the growth of nail industry and increase of men’s interest in nail care, it is neededto examine consumers’ perspective on men’s nail care and figure out its effects on purchase intention. Fromthis standpoint, this study is meaningful and significant. This study attempted to investigate consumers’ viewon men’s nail care and its effects on purchase behavior through a questionnaire survey on 264 young adults(aged 20-30s) living in Seoul and Gyeonggi-do. Nail-related health behavior, men’s interest in nail care,consciousness and difference in consciousness between men and women were individually analyzed. Thesurvey revealed that a general view on men’s nail care was positive. Even though it is understood that men’snail care is necessary as a part of appearance management as appearance becomes more important inmen’s social life, many of them were reluctant to visit a nail care shop on their own. To boost men’s nail careindustry, therefore, it is critical to derive men’s latent instinct for nail care and build men’s nail care-friendlyenvironment to make men visit a nail care shop with in a comfortable and natural manner.