Male Millennial College Student Self-using Skincare Product Online Purchase Behavior Research

Social development makes people focus more and more on their spiritual level of enjoyment and external image,in recent years,the market share of China's skin care products showed a blowout growth,especially for male skin care market,stimulating a lot of World-Reputation Brands claim to speed up their construction of male skin care brand and enter the blue ocean market.However,in the traditional culture of China,the attitude of male beauty is very contradictory,on the one hand the beauty of the traditional aesthetic image is not like the Western-style,which is the warrior image full of muscle,as well as male hormone temperament,but is clean and polite,such as Pan An and so on.However,compared to the aesthetic pursuit of the image of male's clean,in the actual behavioral attitude,the traditional view does not agree that men should spend too much time and money on the external management,which will be considered as lack of men's temperament.In this context,to figure out what motivate the male to buy the skin care products is urgent and meaningful.Considering that the conception of Chinese male is too huge,and both domestic and foreign research do not research enough on one specific subject,this paper will make the subject as the 90s Male who is open-minded and have their own unique personalities,also with huge business potentials.Based on 90s Male's digital lifestyle and habit preference for online purchase,as well as the rapid e-commercialized truth,this paper will focus on online purchase in terms of purchase place.For the object of this study,skin care products purchase can be divided into self-using purchase and non-self using purchase,we finally chose self-using purchase is according to the logic that what motivate you to use,motivate you to buy,so self-suing purchase suits this paper more.As for the research method,this paper mainly adopts the depth interview method from the qualitative research method,under the framework of the online shopping behavior model,we depth-interviewed 10 persons,trying to dig out the motives behind their purchase actions,and finally concluded the model for 90s Male online purchase self-using skincare products behaviors.