Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Cosmetic Involvement Scale Development and Group Classification focusing on Korean Men in their 20s and 30s (Part 1)

2.30대 한국 남성의 화장품 관여도 척도개발 및 집단 유형화(제1보)

  • 백경진 (정화예술대학교 미용예술학부) ;
  • 홍혜림 (연세대학교 생활디자인학과)
  • Received : 2016.10.31
  • Accepted : 2017.01.16
  • Published : 2017.01.31
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Abstract

The objectives of this study are to develop a cosmetic involvement scale focusing on Korean men in their 20s and 30s, verify its validity and examine the characteristics of this group. The results of this study's analyses showed that cosmetic involvement scale could be classified into 5 factors: 'trend & interest involvement', 'prestige sensitivity involvement', 'price and value involvement', 'skin involvement,' and 'obligatory involvement'. Also the cosmetic involvement of the target group was classified into 'amusing high-involvement group', 'rational low-involvement group', and 'obligatory high-involvement group'. This study has significance in showing differences of cosmetic involvement factors by gender and proposing a cosmetic involvement scale of Korean men in their 20s and 30s, which has taken men's distinctiveness into consideration.

Keywords

References

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