過去「男性」與「力」的結合，而「女性」與「美」的結合，是被大家所認同的觀念。但當女性主義開始崛起，女性們紛紛走出傳統的性別框架，男性卻也悄悄地開始進行一場性別革命。男性開始學習使用保養品，開始變得與女性一樣愛美。在台灣，男性保養品的市場成長快速。但根據台灣萊雅內部調查，並非使用保養品的男性都使用男性保養品。本研究之目的是在，若將男性購買者分為購買男性保養品與非男性保養品二族群，探究其在決策過程是否有不同之處。以及透過產品涉入程度的高低分群，來分析產品涉入程度與決策行為之間的關聯性。
本研究以台灣男性中有購買過保養品的男性為研究對象，採用便利抽樣，共446份有效樣本。本研究使用統計軟體SPSS10.0進行資料分析，所採取的分析方法，包括敘述性統計、信度分析、變異數分析、獨立樣本T檢定、集群分析及卡方分析。
最後，研究結論顯示：
1、整體來說，產品涉入程度高低會影響購買決策行為。
產品涉入程度愈高的消費者，會比涉入程度低的消費
者來得重視各類需求、屬性、資訊，且購買通路、保
養品種類、購買頻率、購買費用都會較多於低產品涉
入消費者。
2、購買男性保養品之傾向在購買動機、資訊來源、產品
屬性、購買頻率上並無顯著差異，但在非個人營利的
資訊來源、情感性涉入、產品通路、保養品種類及購
買費用上則有顯著差異。
3、建議廠商能透過行銷教育提高男性對保養品的認同與
涉入程度。針對已使用男性保養品的消費者增加其品
牌忠誠度，而對於使用非男性保養品的男性則加強行
銷「男性就該使用男性保養品」的觀念，讓這群消費
者相信男性保養品有存在的必要性。

In the past, the concept of men as power and women as beauty is accepted by everyone. However with the rise of feminism, women try to outleap traditional sexual discrimination. Simultaneously men are engaged in a sexual revolution as well. Men begin to learn how to use cosmetics and pursue beauty like women. In Taiwan, the market of male skincare products grows up rapidly. But according to L’Oreal’s internal investigation, not all men use skincare products which are made for men. As a result, this research divides men using skincare products into two groups. One group is men using not-male skincare products; the other is men using male skincare products. And the objective of this research is to discuss whether there are differences in decision-making process for two groups, as well as to analyze the relation between product involvement and decision-making behavior by grouping according to product involvement.

The samples of this research are 446 men who purchase male skincare products in Taiwan. The method of sampling is convenient sampling. Then the data were analyzed by using SPSS 10 for Windows. Many quantitative methods, including descriptive analysis, t-test, reliability analysis, cluster analysis, chi-square analysis, are used to test the hypotheses of this research. The major findings of this research are summarized as follows:
First, the degree of product involvement will influence the behavior of purchasing. The consumers of higher product involvement will put more emphasis on all kinds of needs, product attributes and information sources than those of lower product involvement. The consumers of higher product involvement will also have more purchasing channels, higher purchasing frequencies and more purchasing expense.
Secondly, the tendency of buying male skincare products will not significantly influence purchasing motivation, information sources, product attributes, and purchasing frequency. But there are significant differences in impersonal commercial information source, effective involvement, channel, product sorts and purchasing expense.
Finally, this research suggests that the firms can use more marketing methods to enhance the involvement level of men and their identity with male skincare products. Furthermore firms must raise the brand loyalty of consumers who have used man skincare products. And to the consumers using not-male skincare products, the firms must emphasize the ideal that men should use male skincare products to make this group believe that male skincare products are necessary to men.

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