Skincare products were deemed as socially undesirable for men in the past days. Images of men were expected to be tough, independent, hard-boiled, whereas skincare products were too feminine for men. However, due to the metro-sexual fashion trend which advocating men to dress up themselves, men nowadays are starting to care about their outfits, appearances and facial skin condition to which women are paying attention.
The market of skincare products for men in Taiwan now is rapidly growing and do not confine to only a small amount of men users. It is a widely received conscious that men need skincare products. Hence, from only a few early adopters to wide spread adopters in men population as whole, the purpose of this study is to investigate the correlations between demographic, media usages, personal characteristics, impulsive consumption behaviors and adopting stages.
By using survey method, this study wants to explore whether there are any significance in demographic, media usages, personal characteristics affecting men to adopt skincare products. However, Diffusion of Innovation theory is under the premise of social learning theory, which presupposes that it is a rational decision making process for consumer when adopting innovation. The presupposition as such disregards the possibility of impulsive consumption. In addition to demographic, media usages, personal characteristics, this study takes impulsive consumption into consider as a independent variable affecting adoption.
The study results is that when compared with no taking impulsive consumption into consideration, there are significances in demographic, media usages, personal characteristics affecting men to adopt skincare products after controlling impulsive consumption as a independent variable. The study results show that impulsive consumption is an indispensable variable when researching diffusion of innovations.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0801107-054635 |
| Date | 01 August 2007 |
| Creators | Kuo, Jui-Lin |
| Contributors | Jih-hwa Wu, I-Heng Chen, Chin-Kang Jen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0801107-054635 |
| Rights | unrestricted, Copyright information available at source archive |
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