중국 남성의 올인원 스킨케어 제품인식이 만족도에 미치는 영향 -20대∼30대를 중심으로- = The Impact of Chinese Male Consumers’ Perceptions of All-in-One Skincare Products on Satisfaction –Focusing on Those in Their 20s and 30s–

다국어 초록 (Multilingual Abstract)

This study investigates the relationship between perception factors and satisfaction with all-in-one skincare products among Chinese male consumers in their 20s and 30s. The Chinese men’s cosmetics market is rapidly growing, driven by increasing disposable income and a heightened awareness of grooming as a key component of self-presentation in both professional and social settings. In this context, all-in-one products have gained prominence, as male consumers often prefer simplified skincare routines that offer multiple functions in a single product. To explore these dynamics, a structured survey was conducted with Chinese male consumers, yielding 454 valid responses analyzed using SPSS 27.0. Frequency analysis identified demographic characteristics and usage behaviors, while exploratory factor analysis confirmed the validity and reliability of measurement constructs. Correlation and regression analyses were then utilized to examine the relationships and causal effects between perception factors and satisfaction. The findings reveal that perceptions of all-in-one skincare products can be categorized into four dimensions: convenience, functionality, economic value, and expected efficacy. These dimensions are significantly and positively associated with three aspects of satisfaction: product satisfaction, repurchase intention, and fulfillment of expectations. Among these, convenience and expected efficacy emerged as the strongest predictors of product satisfaction, while economic value had the greatest impact on repurchase intention. Functionality was particularly relevant for meeting expectations. These results suggest that male consumers' assessments of all-in-one products are influenced not only by the appeal of simplified routines but also by demonstrated efficacy and value for money. This study contributes to academic research by clarifying the multidimensional nature of consumer perception in men’s skincare and provides empirical evidence to inform effective segmentation, product development, and marketing strategies within the growing Chinese cosmetics market.