earticle

영어

This study aimed to analyze the effects of adult men’s consumption tendencies on purchasing behavior and continuous use intention toward skincare, thereby identifying the characteristics of male consumers impacting the beauty service industry. A total of 293 adult men aged between their 20s and 60s participated in an online survey, and the collected data were analyzed through frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis using SPSS 25.0. The results revealed that, first, consumption tendencies significantly influenced purchasing behavior, with comparative and conspicuous consumption tendencies showing a positive relationship. Second, both comparative and conspicuous consumption tendencies had a positive effect on continuous use intention, indicating that male consumers’ psychological satisfaction and symbolic motivations contribute to sustained service utilization. Third, purchasing behavior had a significant positive impact on continuous use intention, demonstrating that a positive service experience fosters a long-term relationship orientation and loyalty. These findings suggest that adult men perceive skincare services not merely as aesthetic care but as a means of self-expression and social identity enhancement. Therefore, differentiated marketing strategies that reflect male consumers’ behavioral tendencies, such as rational information transparency, premium service programs, and personalized membership systems are essential to strengthen customer loyalty and promote sustainable growth within the skincare service industry.

중국어

본本研究以成年男性为研究对象,通过分析消费倾向对皮肤护理服务使用行为及持续 使用意愿的影响,旨在实证性揭示男性顾客的美容服务使用特征.研究对象为全国20至60岁 有皮肤护理服务使用经验的293名成年男性,采用在线问卷调查方式收集数据.使用SPSS 25.0软件对收集的数据进行频率分析,因子分析,信度分析,相关性分析及回归分析.分析 结果显示,首先,消费倾向对皮肤护理店的购买行为具有显著影响,其中比较消费倾向和炫 耀性消费倾向越强,购买行为水平就越高.其次,消费倾向对持续使用意愿也产生正向影响,且比较消费倾向和炫耀性消费倾向的影响尤为突出.第三,皮肤护理服务的使用行为对 持续使用意愿具有显著正向影响,证实积极的服务体验能促进长期关系的建立.这些研究结 果表明,成年男性使用皮肤护理服务已超越单纯的美容需求,演变为通过心理象征性消费行 为来管理自我形象,强化社会认同.因此,皮肤护理行业需要制定符合男性消费特征的差异 化营销策略和定制化服务方案,不仅要满足理性消费需求,更要构建整合心理满足感与社会 价值的全方位客户管理体系.