Asian J Beauty Cosmetol. 2014; 12(6): 821-829.
A Study on Effects of Consumers’ View on Men’s Nail Care on Their Purchase Intention
ABSTRACT
It is a human’s instinct to decorate and beautify his/her body. Covering defects with diverse materials and making merits stand out as a cultural behavior are the talent that humans have. So far, esthetic behavior has been recognized as the sole domain of women. Entering the modern times, however, men’s interest in beauty started to emerge as a critical issue which creates endless economic values in beauty industry. As beauty products become popular among men, and more men begin to buy their cosmetics, the production scope and amount of cosmetics have rapidly changed. Now, it is not hard at all to find a man in a beauty salon which pursues total fashion. With the growth of nail industry and increase of men’s interest in nail care, it is needed to examine consumers’ perspective on men’s nail care and figure out its effects on purchase intention. From this standpoint, this study is meaningful and significant. This study attempted to investigate consumers’ view on men’s nail care and its effects on purchase behavior through a questionnaire survey on 264 young adults (aged 20-30s) living in Seoul and Gyeonggi-do. Nail-related health behavior, men’s interest in nail care, consciousness and difference in consciousness between men and women were individually analyzed. The survey revealed that a general view on men’s nail care was positive. Even though it is understood that men’s nail care is necessary as a part of appearance management as appearance becomes more important in men’s social life, many of them were reluctant to visit a nail care shop on their own. To boost men’s nail care industry, therefore, it is critical to derive men’s latent instinct for nail care and build men’s nail care-friendly environment to make men visit a nail care shop with in a comfortable and natural manner.
Keywords :
Men’s nail care, Nail art, Purchase intention
