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Kor J Aesthet Cosmetol 2010;8(2): 195-210. |
| 직장남성의 라이프스타일에 따른 피부지식도 및 화장품구매 행동에 대한 연구 |
| 김수연, 남미우 |
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| A Study on White collar men's Knowledge of Skin and Their Pattern of Purchasing Cosmetics by Their Lifestyle
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| Su-Yeon Kim, Mi-Woo Nam |
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| ABSTRACT |
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With the development of the cultural industry and mass communication, men have become increasingly interested in their physical appearance. For this research, I surveyed male office workers in their 30s, 40s and 50s regarding their level of knowledge of skin and cosmetics buying patterns, and obtained some basic information from them regarding their lifestyles. I analyzed the data using factor analysis and cluster analysis, and obtained the following results. According to my analysis of the skin-related knowledge of the research targets, men aged 30-35 scored an average of 15.90 points, graduates from two-year colleges 16.29, unmarried men 16.01 and those with professional jobs 16.14, showing that they had more knowledge about skin. The analysis of the level of skin knowledge according to cluster types classified by lifestyle factors showed that the number of persons pursuing traditions was 65 or 19 percent, meaning they had less knowledge of skin. Only the group pursuing practicality - 131 persons or 38.4 percent - replied that they were satisfied with their appearance. The group pursuing opening - 73 persons or 21.3 percent - were buying more cosmetic products, while the group of progressive pursuit-type - 73 persons or 21.3 percent - were buying cosmetics at various shops. When men decided to buy cosmetic products, the group pursuing traditions was affected by their families or friends, while the group pursuing opening was affected by price.
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| Key words:
Male office workers, Level of interest in beauty, Level of skin knowledge, Purchase of cosmetics, Life style
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