男士消费行为实证研究

Empirical Study on Consumer Behavior of Male College Students

国内男士护肤品随着经济增长以及消费观和价值观的改变有了快速的增长,产业研究多为定性分析。采用实证研究方法,结合男士护肤品市场特点,对青年男士的护肤品购买影响因素进行探索性研究。通过问卷调查,结合因子分析和聚类分析,得出男士护肤品消费群体的分类及其各自特征。这四类消费者群体分别是:漠不关心型、环境影响型、均衡考虑型、务实型。针对不同的消费者类型提出了管理建议。

The sales of men＇ s beauty products are growing. Hence, it is critical to understand the factors that affect consumer＇ s behavior. Past researches most focused on the understanding of consumer behavior. However,quantitative research is insufficient. An exploratory research is conducted and a theoretical framework based on the feature of man＇ s beauty products market is proposed. Further, according to the results of factor analysis and cluster analysis, four types of consumers are identified： indifference, environmental influences, balanced consideration and pragmatic.