Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on Sociocultural Attitudes toward Appearance and Clothing and Cosmetics Purchasing Behaviors of Male Consumers - Focused on Comparative Analysis between 20s~30s and 40s~50s -

남성 소비자의 외모에 대한 사회문화적 태도와 의복 및 화장품 구매행동 연구 - 2030대와 4050대의 비교분석을 중심으로 -

  • Lee, Mi-sook (Dept. of Fashion Design & Merchandising, Kongju National University)
  • Received : 2018.07.04
  • Accepted : 2018.08.03
  • Published : 2018.08.31
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Abstract

The purpose of this study was to investigate the differences of sociocultural attitudes toward appearance, clothing and cosmetics purchasing behaviors according to male consumer's age group. The research method was survey and subjects were 656 male consumers. The results were as follows. First, three factors (appearance importance awareness, appearance internalization, and slimness importance awareness) were emerged on sociocultural attitudes toward appearance. Young age group showed higher level of appearance importance awareness and internalization than middle age group. Second, there were many differences on clothing purchasing behaviors by age variable. Young age group more importantly considered psycho-social purchasing motives, aesthetic selection criteria, and the internet as information source and purchasing place than middle age group. Whereas middle age group more importantly considered practical purchasing motives, practical selection criteria, and store display & salesman as information sources, and fashion outlet as purchasing place than young age group. Third, there were also many differences on cosmetics purchasing behaviors by age variable. Young age group used more and various cosmetics, and they more importantly considered skin improvement as purchasing motive, skin suitability and price as selection criteria, the internet as information source and purchasing place than middle age group. On the other hand, middle age group generally used fundamental cosmetics, and they more importantly considered skin protection as purchasing motive, quality as selection criterion, TV and store display & salesman as information sources, and discount store and cosmetics speciality store as purchasing places than young age group.

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