The Effects of Consumer Information Confusion and Choice Confusion on Purchasing-Related Behavior of Adult Men in Their 20s and 30s When Purchasing Basic Cosmetics in a Multi-Channel Environment

Abstract

The purpose of this study is to understand the effects of consumer information confusion and choice confusion perceived by adult men in their 20s-30s on purchase-related behaviors for the purchase of basic skincare cosmetics in multichannel environment. The research subjects were adult men in their 20s-30s who had experiences in on/offline information search for the purchase of basic skincare cosmetics in Seoul, Gyeonggi, and Incheon region. From June 15 to July 15, 2022, an online survey using NAVER Form was conducted. Total 300 questionnaires were distributed and then 295 questionnaires were utilized for the final analysis after excluding five questionnaires with insincere responses. Using the SPSS WIN 21.0 Program for data analysis, this study conducted the frequency analysis, descriptive statistics analysis, factor analysis, correlation analysis, and multiple regression analysis. In the results of this study, when the information confusion got higher due to the overloaded information about basic skincare cosmetics on/offline, the behavior of delaying the purchase of basic skincare products was highly shown in adult men in their 20s-30s. Also, in case of the purchase of basic skincare cosmetics, there are many similar basic skincare cosmetic products in on/offline shops. When the confusion about the choice of basic skincare cosmetics suitable for one’s own skin type was higher, the behavior of delaying the purchase decision-making of basic skincare cosmetics was highly shown in adult men in their 20s-30s. In the results of this study, the adult men in their 20s-30s are facing much confusion about cosmetic information search and choice due to numerous cosmetic information on/offline, and also delaying their purchase for a moment as it is not directly connected to the purchase of cosmetics. This shows that the adult men in their 20s-30s are facing much confusion in the circumstance of choosing their basic skincare cosmetics among massive, exaggerated, and similar information about cosmetics in the information environment.

The Effect of Recycle Recognition of Cosmetic Container through Social Image on the patronage of Refill Cosmetic: Focusing on female consumers

“…소비자들은 팬데믹 이후 유례없는 보건 위기를 겪었으며 환경과 생태계, 기후변화, 지속 가능성, 동물복지, 인권 등 윤리적 가치에 보다 많은 관심을 두게 되었 으며 소비 습관에도 가치소비로의 주목할 만한 변화가 생겨났 다 (Choi & Kim, 2022). Covid-19 이전에 비해 쾌락적 소비는 감소하고 실질 소비는 증가한 것으로 나타났다 (Kim & Choi, 2023). (Kim et al, 2002).…”