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다국어 초록 (Multilingual Abstract)

This study aimed to analyze the effects of adult men’s consumption tendencies on purchasing behavior and continuous use intention toward skincare, thereby identifying the characteristics of male consumers impacting the beauty service industry. A total of 293 adult men aged between their 20s and 60s participated in an online survey, and the collected data were analyzed through frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis using SPSS 25.0. The results revealed that, first, consumption tendencies significantly influenced purchasing behavior, with comparative and conspicuous consumption tendencies showing a positive relationship. Second, both comparative and conspicuous consumption tendencies had a positive effect on continuous use intention, indicating that male consumers’ psychological satisfaction and symbolic motivations contribute to sustained service utilization. Third, purchasing behavior had a significant positive impact on continuous use intention, demonstrating that a positive service experience fosters a long-term relationship orientation and loyalty. These findings suggest that adult men perceive skincare services not merely as aesthetic care but as a means of self-expression and social identity enhancement. Therefore, differentiated marketing strategies that reflect male consumers’ behavioral tendencies, such as rational information transparency, premium service programs, and personalized membership systems are essential to strengthen customer loyalty and promote sustainable growth within the skincare service industry.

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