The Research Journal of the Costume Culture (복식문화연구)
- Volume 8 Issue 2
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- Pages.183-196
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- 2000
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
A Study on Cosmetics Purchasing Behavior of Male College Students by Clothing Involvement
남자 대학생의 의복 관여에 따른 화장품 구매행동에 관한 연구
Abstract
The purpose of this study was to identify cosemetics purchasing behavior of male college students by clothing involvement. A questionnaire was administered to 246 male collage students living in Taegu and Seoul during September of 1999. Data were analyzed by using frequency, cross tabulation, t-test, χ²-test and factor analysis. The results of this study were as follows : First, the consumers are classified into two categories by clothing involvement ; 65.5% of the highly involved consumers and 34.5% of the lowly involved consumers. Second, the factors of selecting cosmetics were fragrance, quality and price. Third, the major information sources of cosmetics are TV, magazines, outdoor advertisements, newspapers, subway, radio and internet in order of importance. Fourth, high clothing involved group was more fashion oriented and showed more impulsive purchasing attribute.