20~30대 직장 남성의 체면민감성이 화장품 구매성향에 미치는 영향

The Effect of Social Face Sensitivity on Cosmetics Purchasing Propensity of Male Office Workers in Their 20s and 30s: Focusing on the Mediating Effect of Life Style

Background/Objectives: Cosmetics have been recognized as the means to make the appearance more beautiful and enhance self-satisfaction since the 20th century, and not only women but men are also investing a lot of time and money in managing their appearance using cosmetics as interest in them rises. In particular, an interest in the beauty increases among male MZ generation in their 20s and 30s, which they are gradually receiving attention as a major consumer group in the male beauty market. In this regard, setting male workers in 20s and 30s with purchasing power as the target, through social face, which is a socio-psychological phenomenon and Korean consumers react sensitively in the overall life, this study's purpose is to find out the influence of social face sensitivity affects upon cosmetics purchasing propensity based on lifestyle and appearance management behavior. Methods: The subjects of the study were 703 male workers in their 20s and 30s across the country, and an online questionnaire was used as the research method. Results: Such results of this study confirm that the social face sensitivity of working males in their 20s and 30s influences the propensity to purchase cosmetics, and there is a significant effect according to lifestyle. It was confirmed that working males in their 20s and 30s, the higher the social face sensitivity that feeling consciousness to others, the more they pursued appearance management behaviors, and shows higher tendency in pursuit of ostentation when purchasing cosmetics. Conclusion/Implications: As this study provides basic data on the factors and influences that affect the cosmetic purchasing propensity of working males in their 20s and 30s, who are consumers of interest in domestic male beauty market, it expects this will help developing the male beauty industry in the future.