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.
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