MZ세대 남성의 체면민감성이 화장품 구매성향에 미치는 영향

The Impact of Social Dignity Sensitivity on Propensity to Purchase Cosmetics among Male MZers

This study aimed to examine the influence of social dignity sensitivity on cosmetic purchasing behavior among financially active Korean and Chinese male MZers, who have recently demonstrated increasing influence and interest in cosmetic consumption. In a socially face-c onscious environment, men’s concern for appearance has intensified, prompting an empirical investigation into how social dignity sensitivity affects their cosmetic purchasing tendencies. The survey was conducted over 22 days, from February 7 to February 28, 2024. In the Rep ublic of Korea, data were collected via offline self-administered questionnaires, while in Chi na, data were gathered using the online survey platform Wen Juan Xing. A total of 400 val id responses were used for the final analysis. The collected data were coded, cleaned, and a nalyzed using SPSS 29.0, employing frequency analysis, descriptive statistics, factor analysi s, reliability analysis, and multiple regression analysis. The results are summarized as follo ws. First, social dignity sensitivity was categorized into three factors: consciousness of othe rs, formality consciousness, and shame consciousness. Cosmetic purchasing tendency was al so classified into three factors: prudence-seeking, pleasure-seeking, and brand-loyalty-seekin g. Second, among Korean male MZers, social dignity sensitivity had a significant positive ef fect on cosmetic purchasing tendency (B = .646, t = 11.840, p < .001), with a strong standa rdized regression coefficient (β = .686). Similarly, among Chinese male MZers, social dignity sensitivity also had a significant positive effect on cosmetic purchasing tendency (B = .479, t = 8.153, p < .001), with β = .501, indicating a meaningful influence. Therefore, this study offers both academic and practical implications for developing marketing strategies that refle ct the unique characteristics of Generation MZ, in line with the continued expansion of the male cosmetics market.