Metrosexual Boom - Comparison between Japan and Taiwan's Male Cosmetic Industries

[[abstract]]本研究以近年逐漸擴大的男性化妝品市場為主題，藉由分析男性化妝品市場以了解年輕男性的化妝品消費行為。此外，也將台日男性消費者行為加以比較，分析兩國間消費者行為的差異。 本研究，首先，將化妝品的涉入度與製品判斷能力對購買行動的影響進行實證。再進一步將「自我認識」和化妝行為之間的關係、外部情報的取得方法，與「男性化妝品的使用情況」跟「對男性化妝品所持有的態度」、「重視的情報源」、「自我認識」之間的關係加以檢視之後，本研究發現，台灣與日本的男大學生，在「理想的男性觀」觀念上並沒有差別。 而在所謂的「化妝行為」方面，日本的男大學生較注重的是頭髮，眉毛和鬍鬚的部分; 而台灣的男大學生則注重在臉部的保養上面。除此之外，台灣的男大學生對於男性化妝品抱有較大的興趣、關心與滿足感。再則，和日本相比，在台灣有「美型男概念」的男大學生相對的多。最重要的是，此研究也發現，此種「美型男概念」對於「化妝品購買意圖」有正面的影響。 在「自我認識」方面，此研究發現，高「自我表現」和「自我意識」的男性較容易形成美型男的概念。此外，「理想的男性觀」為「美男子型」和「知性型」的男性也較容易形成美型男概念。 關於男性化妝品購入時，情報取得的行動上，本研究發現，台灣男大學生比日本的男大學生重視外部情報。除此之外，不論台灣或日本，「電視劇」和「男性雜誌」對於「美型男概念」的形成都有正面的影響。[[abstract]]In recent years there has been an increase in the reporting of male consuming behaviors In this study we will focus on young males consuming behaviors of cosmetics This study discusses different consuming behaviors on cosmetics of male students in Japan and male students in Taiwan and further provides conceivable reasons to explain those different comsuming behaviors between students of Japan and Taiwan This study shows the connection between cosmetics involvement and cosmetics consuming behaviors furthermore it points out the connection between male cosmetics using behaviors and attitude toward to male cosmetics the importance of outer sources self awareness and ideal male images Based on the survey this study reveals that as for the male cosmetics using behaviors male students of Japan focus their cosmetics behaviors on hair mustaches and eyebrows On the other hand male students of Taiwan deem that face care is the most important part of cosmetics using behaviors Compared with male students of Japan male students of Taiwan are more interested in using male cosmetics They are more satisfied with using male cosmetics What’s more there are more male students in Taiwan who hold the metrosexual concept than those in Japan What’s more important this study indicates that metrosexual concept will influence the intension of purchasing male cosmetics This study also reveals that the higher degree people hold the concept of self representation and self identity the easier the metrosexual concept can be formed Moreover it also indicates that males who take “good-looking males” and “intellective males” as their ideal male images will form the metrosexual concept easier It also shows that dramas and male fashion magazines are two vital outer resources on forming metrosexual concep