중국 남성의 외모관심도 및 화장품 구매행동 관한 연구

Abstract

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.