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A Study on Sociocultural Attitude toward Appearance and Appearance Management Intention of Male Consumer : Focusing on Media Exposure
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남성의 외모에 사회문화적 태도와 외모관리 수행의도에 관한 연구: 미디어노출도를 중심으로

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Type
Academic journal
Author
Park Soo-Kyeong (울산대학교)
Journal
한국미용학회 한국미용학회지 한국미용학회지 제21권 제4호 KCI Accredited Journals
Published
2015.8
Pages
614 - 620 (7page)

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A Study on Sociocultural Attitude toward Appearance and Appearance Management Intention of Male Consumer : Focusing on Media Exposure
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Abstract· Keywords

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The purpose of this study was to investigate the influence of male consumer's sociocultural attitude toward appearance on appearance management intention according media exposure. The subjects for this study were 319 cases and the research conducted through survey. The data were analyzed by factor analysis, cluster analysis, reliability analysis, ANOVA, t-test, regression analysis using SPSS statistical program. The results were as follows. First, the sociocultural attitude toward appearance were composed of three factors such as internalization, awareness and importance of male’s appearance. Three groups were divided into high media exposure group, middle media exposure group, low high media exposure group. There were significant the difference among group, high media exposure group’s internalization, awareness was higher than the low high media exposure group’s. Second, The exercise was highest among appearance management intention, and purchase of clothing or accessory, usage of skin care cosmetic, usage of hair management product was high orderly, the hair related product and skin care product were higher among high media exposure group, whereas clothing product was highest among low media exposure group. Third, media exposure, internalization had a significant influence on intention of clothing, body care, skin care, hair care, plastic surgery. Awareness had a significant influence on intention of clothing, skin care. Importance of male’s appearance had a significant influence on skin care only. Fourth, the media exposure, intention of clothing, skin care, hair care were higher for those in their twenties and thirties than those in their forties and fifties.
#Sociocultural attitude toward appearance #Appearance management intention #Media exposure #Male consumer #Age

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김수현 / 2014 / 매스미디어를 통한 사회문화적 외모 태도가여성의 미용성형 의도에 미치는 영향 / 한국미용학회지 20(2):253~261 dbpia 박수경 / 2014 / 미디어관여도, 외모만족이 성형태도, 성형의도에 미치는 영향에 관한 연구- 성별과 연령을 중심으로 - / 한국패션디자인학회지 14(4):101~116 dbpia 박은희 / 2012 / 외모에 대한 사회문화적 태도와 의복추구혜택이 패션제품의 양면적 소비에 미치는 영향 / 패션 비즈니스 16(1):137~149 dbpia 申美榮 / 1997 / 대중매체가 여성의 다이어트와 섭식장애에 영향을 미치는 과정 google schola 우지영 / 2005 / 20-30대 남성의 라이프스타일에 따른 메트로섹슈얼 성향과 외모관리 행동 google schola

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