성인 남성의 인구통계학적 특성에 따른 화장품 인식과 신뢰도, 만족도의 차이분석

This study attempted to investigate people’s perception, purchase behavior, reliability, and satisfaction with men’s cosmetics. For this, a survey was performed among adult men in their 20-30s living in Gwangju from July 20 to August 30, 2019 (40 days), and the results found the following: First, concerning the perception of men’s cosmetics, a statistically significant difference was observed when asked if they use men’s cosmetics (p<.05). Second, purchase behavior revealed a statistically significant difference depending on the subject's educational background and marital status (p<.05). Third, the reliability of men’s cosmetics also showed a statistically significant difference depending on age, occupation, marital status, and average monthly income (p<.05). Fourth, satisfaction with men’s cosmetics revealed a statistically significant difference depending on age, occupation, marital status, and average monthly income (p<.05). The above results confirm that men’s cosmetics helpful in improving men’s skin conditions led the respondents to purchase them. Therefore, there should be more specific and systematic studies using diverse factors. It is anticipated that the study results would be available as basic data for marketing in the men’s cosmetics industry.