| Summary: | 碩士 === 國立成功大學 === 創意產業設計研究所 === 101 === It’s human nature to pursue a healthy and confident appearance. In modern time of sophisticated social interaction the apparel and feature are much more important than ever, no matter in making friends or job searching, the appearance will influence the first impression more or less. However, females are majority consumers using cosmetics to get beautification semblance; in contrast, the rate of males using cosmetics is pretty low. With the idea that male have same motivation for good look, the present study attempt to examine whether pursuing beauty is only for females? What are the reasons why male use less? Furthermore, in particular, how this phenomenon reflects Taiwanese psychosocial contextual influences?
In this research, we start with an exploration in whether to pursue the value of sexual equality, we argue whether men have ignored their rights of having healthy beauty and value? Does male have frustrations in pursuing self-appearance in their past experience? And whether there are different ways to set up male temperament indifferent culture with different historical period (Connell, 2002). Thus, study focus on the behavior of pursuing appearance improvement of Taiwan males, and then analyze what kinds of factors promote or inhibit the behavior of using skin care products. We used both interview and empirical survey to examine these issues. Drawn on the research findings, we then develop the guideline of strategy for promoting the male cosmetics market with the concern for equality of pursuit for beauty.
With the goal to identify critical factors related to males in pursuing facial skincare and the trend of male cosmetics in the future and provide the male cosmetic market strategy to let more people understand the culture value of beauty. This study started with interview as pilot study to explore about the issue of men’s skin care, and from different points of view to know what is the consumer care and they want to know. We adopt consumer purchasing decision (CPD) as a model to analysis the psychosocial factors which influence consumers’ purchasing behavior, and took focus group interview to identify the roles of these critical factors. We then construct a questionnaire survey to validate those factors we found in the interview. The result of the findings indicate that, not only the factors that during the consumer purchasing process will influence them to use skincare product, but also the perceived intersubjective norm significantly influence male skincare using attitude and behavior. The findings showed that man’s willingness to use and buy skincare product can be predicted by their Consumer pursue beauty intensity (BP) and cultural lay beliefs (INC), and social competence (SC), and intersubjective beliefs (OBE). This result indicates the critical role of cultural norm beliefs in determining man’s willingness to use skincare product.We discuss that how cultural norm of beauty matter in shaping the males’ beauty pursuit behaviors. We suggest to promote a equal health social norm in which everyone can pursue confident and healthy appearance and create new industry’s value for more people to have healthy beauty bravely.
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