A Study on the Factors Influencing Military Personnel’s Intention to Purchase Cosmetics: Focusing on Skin-related Factors and Purchase Decision Factors

The purpose of this study was to verify and discuss the factors that influence the purchase intention of cosmetics among military personnel. As the main analysis, an empirical analysis was conducted to identify the influence of demographic characteristics, skin-related factors, and purchase decision factors on cosmetics purchase intention and to draw implications. The study was conducted by conducting an offline self-administered questionnaire from October 28, 2023 to January 16, 2024 for military personnel who received the volunteer service of ‘Service to Visit Military Units’(SKUIRB-2023-01-045) approved by the Institutional Review Board of SeoKyeong University, and a total of 300 copies were analyzed using SPSS 26ver. The results showed that the follwing factors influenced the purchase intention of cosmetics: First, in the analysis of differences by gender, women tended to value safety and men tended to value convenience. Second, in the analysis by age, awareness of the harmful effects of UV rays was higher among those in their 30s, while skin concern tended to be lower among those over 50. Third, in the analysis by rank, executives showed higher results in awareness of the harmful effects of UV rays and convenience, and soldiers showed higher results in skin concern. In addition, skin knowledge thended to be lower among those who spent less than 3 hours in the sun, and those who did not use camouflage cream theded to emphasize economy. Fourth hierarchical regression analysis confirmed that overall, UV harm perception, skin concern, skin knowledge, and quality are factors that increase purchase intention of cosmetics, while skin stress is a factor that decreases purchase intention. Overall, the factors that influence the intention to purchase cosmetics among military personnel include gender, age, rank, sun exposure time, camouflage cream, awareness of UV harmfulness, skin interest, skin knowledge, and skin stress. In particular, it is important to plan development and marketing strategies according to the changing trend of men when planning cosmetics products, and it suggests the need for programs related to education to improve skin interest and knowledge of skin health management for senior military personnel.