Study On The Influence Of Male Consumer Lifestyle On Their Cosmetic Purchasing Behavior

With the changes in women's aesthetic standards and the trend of screen-led fashion,more and more ordinary men around the world are starting to use cosmetics.From the initial simple cleaning products to men's skin care products to the use of cosmetics,there are even male beauty bloggers.However,the male cosmetics market is still in its infancy in China.Chinese men cannot fully accept the use of cosmetics due to economic development and traditional concepts.It has been observed that men are more popular among male groups who are more fashionable,aggressive and pursuing perfection than traditional men who are introverted and prefer to be free and unrestrained.So,does the male lifestyle have an impact on his cosmetic buying behavior? If there is an impact,what is its internal mechanism of action? The existing research shows that the purchasing behavior of cosmetics is affected by many factors,but most of them are research on brand image,store image,product packaging,product price and other marketing factors.The research on the characteristics of consumers is rarely found in life and whether lifestyle has an impact on male cosmetics purchase behavior is still inconclusive.In view of this,the impact of exploring lifestyle on male cosmetics purchasing behavior has certain significance for enriching the theory of male cosmetics purchasing behavior and opening up the male consumer cosmetics market segment.Based on the summary of consumer purchasing behavior,lifestyle and perceived functional value theory,this paper establishes a research model of the influence of male lifestyle on self-purchasing behaviors with the Howard-Sheth model as a theoretical framework to explore the relationship between lifestyle,perceived functional value and male cosmetic purchase behavior,and summarizing the internal mechanism of action between the three.On the basis of model,the researcher put forward hypothesis and designed the questionnaire.The questionnaire surveyed 311 cosmetic consumption behaviors of male consumers from different social classes,and then used SPSS19.0 and STATA24.0 software to empirically analyze the collected data.It mainly includes descriptive statistical analysis,correlation analysis and regression analysis on variables such as male age,income,job nature,lifestyle,perceived functional value and purchasing behavior.Through research,it is found that lifestyle has an impact on purchasing behavior;lifestyle has an impact on perceived functional value;perceived functional value plays a significant intermediary role between lifestyle and purchasing behavior.This paper studies the impact of lifestyle on male cosmetics purchasing behavior from the perspective of perceived functional value,which not only expands the research scope of cosmetics purchasing behavior,but also helps to enrich the theoretical research on the influence of individual factors on consumers' purchasing behavior.In addition,this paper uses perceptual value as a mediator to construct an intermediary model of the influence of lifestyle on male cosmetics purchasing behavior,which provides a new research perspective for studying the influence of personal factors on consumer purchasing decision-making behavior.Finally,on the basis of research,this paper combines the characteristics of lifestyle to propose corresponding suggestions for the marketing of male cosmetics.