남성의 유행선도력에 따른 화장품 구매실태와 평가기준 = The Actual Conditions of Cosmetics Purchasing and Evaluation Criteria According to Men`s Fashion Leadership

다국어 초록 (Multilingual Abstract)

The purpose of this study is to classify men`s fashion leadership into groups and analyzed the differences for the actual conditions of cosmetics purchasing and evaluation criteria. Questionnaires are being administered from 163 men in their 20`s and 30`s living in Deagu Metropolitan City and Kyungbook. Frequency, factor analysis, reliability analysis,cluster analysis, ANOVA, Duncan-test, and Χ2-test are all used for data analysis. Our findings are as follows. Men`s fashion leadership is being categorized into fashion opinion leadership, innovative communicator and fashion innovator. Cosmetics evaluation criteria are service/aesthetic, ostentatious, function, and economy. Men`s fashion leadership is classified into three groups: fashion laggards, fashion leaders, and fashion followers. Males show no significant differences in the function of cosmetics evaluation criteria by the groups but they show significances in service/aesthetic, ostentatious, and economy. Groups display distinctions between the sub-variables in the actual condition of cosmetics purchasing such the place of purchase, companionship when buying cosmetics, and average monthly purchase amount. Although the cosmetic markets for men show high average growth rates per year,cosmetic interests at the age of twenties and thirties are generally low, and cosmetics are not actively used. The customers` experience of using merchandise not only provide the opportunities of trying beforehand, but also lead to the role of information transfer, thus, it can be positively applied to active marketing. In addition, it can be expected that the low-priced cosmetic markets are guaranteed to obtain loyal customers through repurchasing and maintain long-term relationships by providing fashion followers with several promotional events.