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Cosmetic Involvement Scale Development and Group Classification focusing on Korean Men in their 20s and 30s (Part 1)
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2.30대 한국 남성의 화장품 관여도 척도개발 및 집단 유형화(제1보)

논문 기본 정보

Type
Academic journal
Author
Baek Kyoungjin (정화예술대학교) Hong Hye Rim
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.67 No.1 (Wn.200) KCI Accredited Journals
Published
2017.1
Pages
95 - 109 (15page)

Usage

cover
📌
Topic
이 연구는 2,30대 한국 남성의 화장품 관여도를 측정하기 위한 척도를 개발하고, 그 결과를 바탕으로 관련 마케팅 전략을 제시하는 데 초점을 맞추고 있다.
📖
Background
최근 한국 내 남성 소비자들의 화장품에 대한 관심이 급증하면서 시장이 성장하고 있으며, 남성 소비자의 구매 특성을 이해할 필요성이 강조되고 있다.
🔬
Method
이 연구는 에스노그라피적 접근을 활용해 심층 면담과 참여 관찰을 진행하고, 2,30대 남성 340명을 대상으로 설문 조사를 통해 데이터를 수집하였다.
🏆
Result
연구 결과, 남성 화장품 관여도는 5개의 차원으로 구성되며, 남성 소비자는 세 가지 유형으로 분류되었고, 직업 및 소득에 따라 집단 간 차이가 발견되었다.
Cosmetic Involvement Scale Development and Group Classification focusing on Korean Men in their 20s and 30s (Part 1)
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Abstract· Keywords

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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.
#cosmetics(화장품) #involvement(관여도) #mens cosmetic involvement(남성 화장품 관여도

AI Summary

Topic

이 연구는 2,30대 한국 남성의 화장품 관여도를 측정하기 위한 척도를 개발하고, 그 결과를 바탕으로 관련 마케팅 전략을 제시하는 데 초점을 맞추고 있다.

Background

최근 한국 내 남성 소비자들의 화장품에 대한 관심이 급증하면서 시장이 성장하고 있으며, 남성 소비자의 구매 특성을 이해할 필요성이 강조되고 있다.

Method

이 연구는 에스노그라피적 접근을 활용해 심층 면담과 참여 관찰을 진행하고, 2,30대 남성 340명을 대상으로 설문 조사를 통해 데이터를 수집하였다.

Result

연구 결과, 남성 화장품 관여도는 5개의 차원으로 구성되며, 남성 소비자는 세 가지 유형으로 분류되었고, 직업 및 소득에 따라 집단 간 차이가 발견되었다.

주요내용

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 남성 화장품 관여도에 대한 척도 개발 및 집단 유형화
Ⅴ. 결론 및 제언
Reference

References (21)

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Baek, K. J. & Kim, M. Y. (2004). Make-Up Purchase Behavior and Influential Factors-Focusing on Clothing Involvement, Age, and Face Satisfaction. Journal of the Korean Society of Clothing and Textiles, 28(11), 1372-1383. Bloch, P. H. (1982). Involvement Beyond the Purchase Process: Conceptual Issues and Empirical Investigation. Advances in Consumer Research, 9, 413-417. Choi, J. H. (2015, November 25). Asian Guys, open the eyes to cosmetics. WowTV. Retrieved from http: //www.wowtv.co.kr/newscenter/news/view.asp?arti d=A201511250244. Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1995). 8th ed. Blackwell, Consumer behavior. Port Worth: Dryden Press. Im, J. W., Kim, J. I., Hong, S. T. & Lee, Y. J. (2006). 3rd ed. Consumer Behavior, Seoul, Repulic of Korea: Kyungmoon Publisher.

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UCI(KEPA) : I410-ECN-0101-2017-381-002109550