• 복식
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• 제56권1호
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• pp.56-69
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• 2006

The purposes of this study were to identify cosmetics purchasing behavior according the 20-30 year old men's lifestyle. The results were as follows; 1. The factors of men's lifestyle were sense of fashion, participation of social activities, use of web-based information, sense of androgyny, economical efficiency, provision of web-base information, sport activities, and pursuit of change, and they were segmented into a passive stagnant group, a economic web-base information utilizing group, a positive social activity participation group, and a sensitive appearance change pursuit group. 2. Passive stagnant group used less information sources patronized cosmetics specialty store, did not select their cosmetics by themselves, and spent less for their cosmetics. Economic web-base information utilizing group used information sources positively, patronized cosmetics discount store or internet shopping, and spent less for cosmetics. Positive social activity participation group patronized cosmetics specialty store or discount store, but did not select cosmetics by themselves. Sensitive appearance change pursuit group patronized department store or internet shopping for cosmetics, selected cosmetics by themselves, and spent more. 3. Passive stagnant group showed a tendency of older, less educated, and lower incomes, but economic web-base information utilizing group were among the age of 20's, lower educated, and the unmarried with average incomes. Positive social activity participation group showed a tendency of older, highly educated, and the married with jobs, but sensitive appearance change pursuit group were among the age of 20's and university students with more incomes and pocket money.