| Summary: | 碩士 === 建國科技大學 === 美容科技研究所 === 104 === The borderline of genders is blurred by the time and the society is acknowledging gender multiplicity, so a rise of male skincare beauticians in makeup and skincare business is observed. Conventionally, beauticians are almost female and most have to quit the job forcibly after marriage since it is hard for them to work full time and attend the family at the same time. It is a great loss for beauticians and beauty salon proprietors. Thus, beauty salon proprietors begin to ponder over 2 issues: “Must most cosmetologists be female?” and “How does a consumer accept a male beautician?” The author conducted a questionnaires (printed) survey with the subject consisting of the clients in the S chain beauty salon branches in China and Taiwan to explore relations between the acceptance of skincare clients to male beauticians, skincare cognition and quality of services. The reasponse rate was 91% with 544 received validly out of 600 sent to the clients without filling out the names. SPSS17.0 applied to data processing for descriptive statistics, Chi square analysis, independent sample t-test and logistic regression analysis. The findings are:
1. The top 3 influential factors in consideration of skincare salons are effects, skills and prices in sequence in Taiwan and effects, skills and products in sequence in China.
2. A difference between the acceptance of skincare clients to male beauticians and the personal context and consumption experience was identified. The skincare clients with experience of 1-4 years, consumers in China and those receiving services from foreign beauticians show a high acceptance of male beauticians. Male beauticians with permits and practice more than one year are helpful to the acceptance level of clients in China and Taiwan.
3. The titles of professional practice with a high acceptance for male beauticians in sequence go to beauty consultation by 66.2%, facial skincare by 52.9% and Chinese therapeutic massage by 37.1%.
4. The total mean in skincare cognition was 6.3 and the factor means of quality of services were more than 6.0, which tell a positive appraisal of clients in China and Taiwan to S beauty salons. A positive correlation between the trust and loyalty behavior in quality of services and the acceptance of male cosmetologists was observed.
5. The logistic regression analysis shows part variables with predictability of the acceptance of male beauticians.
Keywords: Skincare, Male beautician, Skincare cognition, Quality of services
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