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Male Cosmetics Purchasingbehavior in the People's Republic of China

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Male Cosmetics Purchasingbehavior in the People's Republic of China วารสารวิชาการ มหาวิทยาลัยกรุงเทพธนบุรี 85 ปีที ฉบับที มกราคม – มิถุนายน !" Male Cosmetics Purchasing Behavior in the people’s Republic of China พฤติกรรมการบริโภคเครื(องสําอางชายในประเทศจีน Yuan )hou 1-. E0siri Niyomsilp 2 โจว เหวียน 1. เอกศิริ นิยมศิลป 2 1Ph.D. Aandidate. Eanagement. School of Eanagement. Shinawatra University 2School of Eanagement. Shinawatra University -e-mailN 30251381QRR.com SeceivedN Earch 2T. 2021U SevisedN Eay 30. 2021U AcceptedN Wune 6. 2021 ABSTRACT The main purpose of this study was to find out the factors affecting the male cosmetics purchasing behavior included Personality factors. culture factors. social factors and mar0eting stimulation. The survey was conducted in the form of Ruestionnaires distributed to men aged 20 to 50 living in Guangzhou. Shanghai. Hangzhou. Shenzhen and Bei_ing. The total sample consisted of T32 respondents. In this paper. statistical software was used for analysis by factor analysis. correlation analysis and regression analysis. The results showed that reference group. product pac0age. product price. product channel and product promotion had significant relationship with male cosmetics purchasing behavior. :eywords: Eale Aosmetics U Purchase BehaviorU Aonsumer Aulture U Ear0eting Stimulation บทคัดย่อ ด้วยการพัฒนาอย่างต่อเนืองของเศรษฐกิจสังคมและการยกระดับการบริโภค แนวคิดการ บริโภคของผู้ชายจีนได้เปลียนไปอย่างมากโดยเฉพาะผู้บริโภคทีเป็นผู้ชาย ทีเริมให้ความสนใจกับการ ดูแลผิวพรรณ และหันมาใช้เครืองสําอางมากขึuน การศึกษาครัuงนีuมีวัตถุประสงค์หลักเพือค้นหาปัจจัยทีมี อิทธิพลต่อพฤติกรรมการซืuอเครืองสําอางของผู้ชายชาวจีน จะทําให้ทราบผลลัพธ์ของผลกระทบของ ปัจจัยด้านผลิตภัณฑ์ ปัจจัยทางจิตวิทยา ปัจจัยด้านวัฒนธรรมของผู้บริโภค และปัจจัยกลุ่มทีมีต่อ พฤติกรรมการซืuอเครืองสําอางของผู้บริโภคชายชาวจีน การสํารวจได้จัดทําในรูปแบบของแบบสอบถาม ทีแจกให้แก่ผู้ชายอายุ ถึง ปี ทีอาศัยอยู่ในกวางโจว เซียงไฮ้ หางโจว เซินเจิuนและปักกิง กลุ่ม ตัวอย่างทัuงหมดประกอบด้วยผู้ตอบแบบสอบถาม "{ คน ในเอกสารนีuใช้ซอฟต์แวร์ SPSS ". ในการ วิเคราะห์ โดยการวิเคราะห์ปัจจัยการวิเคราะห์สหสัมพันธ์และการวิเคราะห์การถดถอย ผลการวิจัย 86 AAADEEIA WOUSNAL BANGKOKTHONBUSI UNIVESSITY Vol.10 No. 1 Wanuary - Wune 2021 พบว่า ลูกค้าผู้ชายส่วนใหญ่ทีใช้ผลิตภัณฑ์บํารุงผิวกล่าวว่า สาเหตุหลักของการใช้ผลิตภัณฑ์บํารุงผิวคือ เพือเพิมความมันใจในการบํารุงผิว ซึงเป็นการดูแลส่เฉพาะบุคคลและเพิมความน่าดึงดูดใจ คําสําคัญ N เครืองสําอางชายU พฤติกรรมผู้บริโภคU วัฒนธรรมการบริโภคU การกระตุ้นผลิตภัณฑ์ Introduction facial mas0s. sunscreens. eye creams. face 1. Research BacFground creams. lotions. hair removal products. shower With the increasing demands on self- gels and shampoos are of higher concern. At image. more and more men are focusing on the same time. the use and purchase of BB improving their appearance. They do this by cream. concealer. lipstic0. liRuid foundation. buying cosmetics. From 2016 to 2019. the eyebrow pencil or eyebrow powder. eye retail sales of men's s0incare and cosmetics shadow and ma0eup remover are growing mar0et in the people’s republic of china will faster. Een increased their purchases of lip grow at an average annual rate of 13.5%. balm by 278 percent. eyebrow pencils by higher than the global growth rate of 5.8%. It 21T percent. sunscreens by 1T5 percent and is estimated that by 2019. the retail sales of perfumes by 55 percent. Een's brands grew male s0incare and cosmetics mar0et in the 56 percent year on year. with men's face Ahinese mainland will reach 1.9 billion yuan creams the fastest growing category. followed (Yang Qiuyue.2018). by cosmetics. (Tmall Appearance Level The use and purchase of male cosmetics Economics Seport. 2019). in European and American countries is very 2. Statement of the problem common. It is also common in Thailand. Wapan Through literature search. it is found and South Korea in the Asia-Pacific region. that the current research on Ahinese male but it was not very common in the people’s cosmetics mainly focuses on advertising and republic of china before. But with Ahina's rapid pac0aging design. Sesearch on purchasing economic development. that has changed. behavior ta0es product factors into account. Eale's cosmetics mainly include fragrance but there are still gaps in research on personality products. toiletries. hair care products. basic factors. cultural factors and group factors. Wean s0in care products. ma0eup products and Baudrillard (1970) believes that consumption shaving products (Aosmetics Alassification is not only reflected in material culture. but of the People's Sepublic of Ahina.2002). As also in cultural significance. Aonsumption for these products. perfumes. facial cleansers. reflects personal identity. Under the guidance วารสารวิชาการ มหาวิทยาลัยกรุงเทพธนบุรี 87 ปีที ฉบับที มกราคม – มิถุนายน !" of consumer culture. men begin to pay attention companies develop mar0eting strategies to to themselves. their health and happiness. adapt to men's buying psychology. improve their self-esteem and confidence. 4. Research Luestions and highlight their charm in the social field (1) What is the relationship between (Blanchin. Ahareyron. &Quentin 2007). This Personality factors and the behavior of paper explores the influencing factors of purchasing male cosmetics. Ahinese men's cosmetics buying behavior (2) What is the relationship between through the study of personal factors. cultural consumer cultural factors and male cosmetics factors. social factors and product factors. purchasing behavior. 3. Research IbJective (3) What is the relationship between (1) To explore the influencing factors group factors and male cosmetics purchasing of Ahinese men's cosmetics buying behavior. behavior. (2) To evaluate the relationship (T) What is the relationship between between influencing factors and cosmetic product factors and male cosmetics purchasing buying behavior of Ahinese men . behavior. (3) To help Ahinese cosmetics 5. Conceptual NrameworF Independent variable Oependent variable (1) Personality Factors Impulsive consumers (2) Aulture Factors Aonsumer Aulture Eale Aosmetics (3) Social Factors Group Factor (T) Ear0eting Stimulation Product Pac0agingU Purchase Behavior PromotionU PriceU PlaceU Brand Nigure 1 The conceptual model of male consumer behavior in Purchasing cosmetics products 88 AAADEEIA WOUSNAL BANGKOKTHONBUSI UNIVESSITY Vol.10 No. 1 Wanuary - Wune 2021 Piterature Review ability is relatively low and impulse buying trait 1. Consumer Purchase Behavior is relatively high. the impulse buying intention Kardes. Aronle. and Aline (2011) will be increased (Hoch.1991). Therefore. the define consumer behavior as "all activities hypothesis is expected as followsN related to the purchase. use. and disposal H1N Impulsive consumer are positively of goods and services. including the emotional. correlated with male cosmetics purchase psychological. and behavioral reactions of behavior. consumers before or after these activities". 3. Consumption Cultural According to a number of studies. from Yin Shi_ie (2002) believes that problem identification to post-purchase consumption culture includes material behavior. there are two 0ey factors that consumption culture. spiritual consumption exert a strong influence on the decision- culture and ecological consumption culture. ma0ing process of consumers. namely It is a very important part of social culture. internal and external influences (Haw0ins. Lendol Aalder (2007) believes that consumer Eothersbaugh. 2010). Intrinsic factors include culture is a specific way of life. and it is the motivation. personality and emotion. learning meaning that most people get from the and memory. and attitude. External influences or relationship of selling. buying. using and sociocultural variables include social class. disposing of goods to survive. In the context culture. individual. group influences and of economic globalization. with the rapid external stimuli. In order to explore the development of economy and information influencing factors of Ahinese men's cosmetics technology. the people’s Sepublic of Ahina's purchasing behavior. hypotheses were put social culture presents diversity and profoundly forward from four aspectsN personality. affects people's basic beliefs. values and consumer culture. group factors and mar0eting living standards. The prevalence of consumer stimulation. culture has affected men's evaluation criteria 2. Personality for their own image. Beatty and Ferrell (1998) also believe The prevalence of consumer culture that impulsiveness is a reaction style. a has affected men's evaluation criteria for their tendency to react Ruic0ly without reflection. own image. Young men advocate personal and an inherent uncontrollable influencing en_oyment and personalized lifestyle. yearn factor of consumers. with great individual for high consumption. high taste. and regard differences. When a person's self-control the ultimate pursuit of material as the standard วารสารวิชาการ มหาวิทยาลัยกรุงเทพธนบุรี 89 ปีที ฉบับที มกราคม – มิถุนายน !" of self- identification. Eany men believe that correlated with male cosmetics purchase the un0empt. slovenly male image is no behavior. longer suitable for today's society. and 5. MarFeting Stimulation that men can live a delicate life. They buy Ear0eting incentives include product cosmetics to construct themselves and pac0aging. price. place. promotion and complete their self-identity. Therefore. the brand. Shimp (2000) believes that promotional hypothesis is expected as followsN incentives are mar0eting incentives used H2N Aonsumer culture are positively by manufacturers or retailers to stimulate correlated
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