The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Men's information search and purchasing behavior related to cosmetic involvement focusing on Korean men in their 20s and 30s

20~30대 남성의 화장품 관여유형에 따른 정보탐색과 구매행동특성

  • 홍혜림 (연세대학교 생활디자인학과) ;
  • 백경진 (정화예술대학교 미용예술학부)
  • Received : 2017.10.15
  • Accepted : 2017.11.13
  • Published : 2017.12.31
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Abstract

The purpose of this study was to examine the differences of the information searches and purchasing behavior Korean men in their 20s and 30s, focusing on cosmetic involvement. Research methods consisted of qualitative and quantitative approaches. For the qualitative approach, in-depth interviews and participant observations were conducted to investigate male customers' cosmetic characteristics in information searches and purchasing behavior. Then, the study conducted a quantitative study methodology based on the questionnaires from the in-depth interviews, participant observations, and literature review. The study surveyed 340 Korean men in their 20s and 30s. The cosmetic involvement of the target group was classified into the amusing high-involvement group, the rational low-involvement group, and the obligatory high-involvement group. The results from this study indicated that the groups of male customers classified by cosmetic involvement showed statistically significant differences in terms of information searches and purchasing behaviors. Especially, the obligatory high-involvement group generally displayed high-involvement traits likewise the amusing high-involvement, was more similar to the rational low-involvement group regarding cost effectiveness than the obligatory high-involvement group. Moreover, the classifications of men generally had different characteristics of cosmetic purchasing behavior and information searches than women. This study has a distinctive significance compared with other studies in discovering differences of cosmetic purchasing behaviors of Korean men in their 20s and 30s' cosmetic involvement groups classified using qualitative and quantitative approaches.

Keywords

References

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