Characteristics of Men with High Purchase Intention of Cosmetics and Approaches to Increase Their Purchase Intention

Abstract

The purpose of this study is to understand the characteristics of men who have a high intention to purchase cosmetics and approaches to increase their purchase intention. First, we examined the characteristics of men who have an intention to purchase cosmetics from the perspective of basic information such as age and family structure, as well as personality and purchasing behavior such as the RF scale and REC scale. Analysis from the perspective of basic information revealed that there were differences in the intention to purchase cosmetics by age group, but there were no significant differences in the intention to purchase cosmetics by family structure. Furthermore, analysis from the aspects of personality and purchasing behavior revealed that men who have purchase intentions tend to actively improve themselves and gather information at the time of purchase. Next, we considered how to approach people with a high intention to purchase cosmetics by dividing them into approaches through information gathering tools such as SNS and official websites, and approaches through purchasing methods such as drug stores and online shopping. For the analysis, we used a Bayesian network to visually grasp the causal relationships among the characteristics of male cosmetics users, information gathering tools, purchasing methods, purchasing intentions, etc. As a result of the analysis, it was found that gathering information on official websites, word-of-mouth outside of SNS, and Instagram had a significant impact on cosmetic purchase intentions. It was also found that men who use drugstores and mobile online shopping have a higher intention to purchase cosmetics. These results suggest that, along with the concept of “self-improvement,” launching advertisements on word-of-mouth and Instagram outside of official websites and SNS, and focusing on sales at drugstores and mobile online shopping, are more likely to lead to the purchase of cosmetics by men.