본문 바로가기
KERD
논문KCI 등재

대인관계성향, 남성성유형에 따른 외모관련소비행동 연구 - 외모관심도의 매개효과 분석 -

Appearance-Related Consumption Behavior according to Interpersonal Relations and Masculinity - Mediated effect of Appearance Concern-

0

조회

0

다운로드

10

인용

0

참고문헌

키워드

주제분류생활과학

초록

This study identifies the influences of appearance-related consumption behavior according to interpersonal relations and masculinity examined through amediated effect of appearance concerns based on a structural study method. Five hypotheses were established to verify the relationships of interpersonal relations, masculinity and appearancerelated consumption behavior. Questionnaires were administered to 201 males in their 20s to 50s living in Daegu South Korea. The SPSS 20.0 package utilized for data analysis included frequency analysis, factor analysis, correlation analysis,regression analysis and Cronbach's α. This study utilized an Amos 21.0 program, a Confirmative Factor Analysis(CFA)and a Structural Equation Modeling(SEM). The results of the study are as follows: First, the appearance concern showed a partial mediation effect between measurement variables that verified the causal relationship of the structural model. Second,interpersonal relations showed a positive influence on masculinity. Third, masculinity showed a positive influence on the appearance concern. Fourth, masculinity had a positive influence on appearance-related consumption behavior. Fifth,interpersonal relations did not have a significant influence on appearance-related consumption behavior. Sixth, the appearance concern showed a positive influence on appearance-related consumption behavior. The findings of this study can influence a market segmentation strategy by predicting future emotional and new consumption markets strategies for male's appearance-related product.

Abstract

This study identifies the influences of appearance-related consumption behavior according to interpersonal relations and masculinity examined through amediated effect of appearance concerns based on a structural study method. Five hypotheses were established to verify the relationships of interpersonal relations, masculinity and appearancerelated consumption behavior. Questionnaires were administered to 201 males in their 20s to 50s living in Daegu South Korea. The SPSS 20.0 package utilized for data analysis included frequency analysis, factor analysis, correlation analysis,regression analysis and Cronbach's α. This study utilized an Amos 21.0 program, a Confirmative Factor Analysis(CFA)and a Structural Equation Modeling(SEM). The results of the study are as follows: First, the appearance concern showed a partial mediation effect between measurement variables that verified the causal relationship of the structural model. Second,interpersonal relations showed a positive influence on masculinity. Third, masculinity showed a positive influence on the appearance concern. Fourth, masculinity had a positive influence on appearance-related consumption behavior. Fifth,interpersonal relations did not have a significant influence on appearance-related consumption behavior. Sixth, the appearance concern showed a positive influence on appearance-related consumption behavior. The findings of this study can influence a market segmentation strategy by predicting future emotional and new consumption markets strategies for male's appearance-related product.

참고문헌 (50)

  1. Ahn, B. H., "Validation study for scales relating to interpersonal relations adequacy and interpersonal relations disposition", 박사, pp.1985
  2. Ahn, B. H., "Interpersonal relations" (2010), Taeyoung
  3. "'Anti-aging, moisture-rising, pore care' diversification of men's skin care" (2008)[URL]
  4. Choi, J. S., "Attitudes toward men's appearance management as related to sex role orientation and sensation seeking tendency", 석사, pp.2002
  5. Cox, C. L., "Resume evaluations and cosmetics use: when more is not better", Sex Role, 14, pp.51~58 (1986)
  6. Fornell, C., "Evaluating structural equation models with unobservables and measurement error", Journal of Marketing Research, 18, pp.39~50 (1981)
  7. Gong, S. E., "Study on correlations between body image and characteristics of personal relationship to children and adolescent", 석사, pp.2005
  8. Heider, F., "The psychology of interpersonal relation" (1964), John Wiley & Sons
  9. Hong, B. S., "Psychological factors effect of men`s appearance management", Chungang Journal of Human Ecology, 24, pp.49~66 (2006)
  10. Hong, B. S., "The effect of men`s sex role identity and self concept on appearance concern and satisfaction of cosmetics and hair products", Chungang Journal of Human Ecology, 26, pp.51~61 (2007)
  11. Hong, D. S., "Dynamics of the cognitive-affective responses in the triadic social situations and processes of interpersonal relations", The Korean Journal of Social and Personality Psychology, 2(2), pp.61~93 (1985)
  12. Joe, H. J., "Female and Male of Korean" (1989), Munhakkwa Chisongsa
  13. Joe, S. M., "Effects of sociocultural attitude toward appearance and body images on clothing benefits sought", 석사, pp.2000
  14. Jung, G. H., "A study of the influence on television advertising due to the change of social policy : Femininity and masculinity in television advertising", Journal of advertising, 13(5), pp.45~71 (2002)
  15. Kahng, H. W., "The social psychology of clothing" (1996), Kyomunsa
  16. Kaiser, S. B., "The social psychology of clothing symbolic appearances in context" (1990), Macmillan Publishing Company
  17. Kim, G. S., "Amos analysis structural equation modeling" (2004), Data Solution
  18. Kim, M. J., "Korea trend after 3 years" (2007), Hansmedia
  19. Kim, S. G., "A study on the relationship between self-esteem and clothing behavior - For adult males and femalse -", Journal of the Korean Society of Clothing and Textiles, 14(4), pp.305~313 (1990)
  20. 구양숙, "남성들의 외모관리행동에 관한 연구(III) - 성역할태도를 중심으로 -", 한국의류산업학회지, 13(2), pp.226~233 (2011), 한국의류산업학회
  21. (SAS, SPSS)Analysis of survey, "Kwon, S. H.", Jayou academy, ~ (2004)
  22. Lee, B. I., "The analysis of job, self-efficacy, sex role identities, social contact according to university student's major and job choice", 박사, pp.2000
  23. Lee, D. I., "A study on the effects of a school marathon on the participants' physical self-efficacy", 석사, pp.2006
  24. Lee, E. S., "The effects of the appearance satisfaction and the sex difference on self-efficacy, school-related adjustment and achievement motivation for the elementary school students", 석사, pp.2007
  25. Lee, G. O., "Change of Korea masculinity through advertising", Journal of Korean Society for Advertising Education, pp.113~130 (2005)
  26. Lee, H. O., "A structural study on the interpersonal appearance factors influencing on cosmeceuticals usage intension", 박사, pp.2008
  27. Lee, J. H., "Study on the appearance management behaviors in university man : As related to sex role identity", 석사, pp.2004
  28. Lee, M. H., "A study on appearance interest and self - confidence of elderly women associated with demographic variables", Journal of the Korean Society of Clothing and Textiles, 21(6), pp.1072~1081 (1997)
  29. Lee, O. H., "Research on old women's preferences of dresses and actuality of clothes", 석사, pp.1985
  30. Lee, S. J., "Study on relationship among interpersonal anxiety, self-efficacy and body image of female students in college", 석사, pp.2004
  31. Lee, S. J., "Study of cosmetics usage behavior according to male consumer`s concern of beauty", 석사, pp.2006
  32. 이윤정, "남성들의 외모관리행동의 동기에 관한 연구-성역할 정체성과 의복추구혜택을 중심으로-", 한국의류학회지, 31(4), pp.551~562 (2007), 한국의류학회
  33. Lim, I. S, "Korean new male's consumption trend", Journal of Korean Sociological Association, 12, pp.87~103 (2007)
  34. Lim, S. J., "The social psychology of clothing" (2002), Soohaksa
  35. "'Mens Makeup Shop' First opened in Korea" (2009)[URL]
  36. "Men's market scale surpassed women's wear" (2011)[URL]
  37. Moon, S. J., "Consumption trend & Marketing" (2005), Sinjung
  38. Myerson, L., "Somatopsychology of physical disability, In Psychology of exceptional children and youth" (1971), Prentice-Hall
  39. Park, D. H., "Effects of a self-growth program on the personal relations tendencies and adaptation to school life of elementary school students", 석사, pp.2003
  40. Park, H. R., "Appearance management typology & the related factors in 20-30's male consumer", 석사, pp.2007
  41. Park, S. J., "A categorization of analysis for young male‘s fashion, hair, skin, body image : unified methods of contents analysis, survey and Q analysis", 박사, pp.2007
  42. 박수진, "남성패션잡지에 나타난 외모의 변화양상", 한국생활과학회지, 17(1), pp.105~114 (2008), 한국생활과학회
  43. 박수진, "남성의 외모 관리 행동에 대한 태도 및 인식", 복식문화연구, 16(3), pp.533~546 (2008), 복식문화학회
  44. 류은정, "남자 대학생의 신체이미지에 따른 외모관리 행동과 동기", Family and Environment Research, 46(1), pp.63~72 (2008), 대한가정학회
  45. Shilling, D., "The psychology for Moral Behavior" (1993), Penguin Book
  46. Shin, Y. W., "Study on influencing variables of man's appearance management behavior", 석사, pp.2006
  47. 성영신, "아름다움의 심리적 권력: 성별, 영역별 미(美)권력 차이를 중심으로", 한국심리학회지: 소비자·광고, 10(3), pp.461~488 (2009), 한국소비자·광고심리학회
  48. Woo, J. Y., "Metro - sexual trend and appearance control behavior by life-style of twenties men", 석사, pp.2005
  49. 유창조, "소비자의 아름다움 추구행위 (Beauty Seeking havior)에 관한 탐색적 연구: 남성의 치장과 여성의 화장, 성형 및 피트니스를 중심으로", 소비자학연구, 13(2), pp.10~232 (2002), 한국소비자학회
  50. Youn, S. Y., "Study on cognition and attitude toward appearance management in college women : Focused on hair, skin care, makeup, and cosmetic surgery", 석사, pp.2007

관련 논문AI추천

이 간행물의 다른 논문 (16건)