일부 대학생의 라이프스타일 및 외모관리행동에 관한 조사 –경상북도 농어촌 지역을 중심으로 -

Abstract

The purpose of this study was to investigate the differences in lifestyles and appearance management behaviors of students at universities in rural communities, who pursue new ideas and value individuality and collect basic data that could help establish a definite relationship between lifestyle and behavior regarding managing their appearance; for this purpose, a self-administered survey was performed from May to June 2018 and a total of 617 questionnaires were returned and analyzed, with the exception of incomplete ones and those having insincere answers. The items in the questionnaire concerned general characteristics, lifestyles, and appearance management behaviors. Exploratory factor analysis based on principal factor analysis was performed using a correlation matrix to validate the lifestyle and appearance management behavior inventories; Cronbach’s α was estimated to determine reliability of the inventories. As for the differences in lifestyles by the general characteristics, fashion sensitivity, pursuit of information, and levels of frugality differed significantly by grade: seniors were more sensitive to fashion and were more likely to pursue information than freshmen, sophomores, and even juniors. Those studying humanities and in education majors were more likely to pursue information than those in science, engineering, medicine, and health courses. The respondents having more than 500,000 won and those having 310,000 to 500,000 won were more sensitive to fashion than those having ≤300,000 won; those having ≤300,000 won were more likely to pursue frugal purchases than those having more than 500,000 won and those having 310,000 to 500,000 won. The respondents investing more than 200,000 won and those investing 110,000 to 200,000 won were more sensitive to fashion than those investing 60,000 to 100,000 won and those investing ≤50,000 won; those investing 110,000 to 200,000 won, those investing more than 200,000 won, and those investing 60,000 to 100,000 won were more likely to pursue recognized brands than those investing ≤50,000 won; and those investing ≤50,000 won were more likely to pursue frugal purchases than those investing 110,000 to 200,000 won and those investing more than 200,000 won. As for the variation in appearance management behaviors by general characteristics, appearance management in general, external self-esteem, following trends, and additional appearance management differed significantly by gender: women were more likely to prioritize appearance management in general, following trends, and additional appearance management than men and men tended to have higher external self-esteem than women. Seniors were more likely to manage their appearance in general more than juniors and freshmen, and sophomores were likewise more likely than freshmen; juniors, seniors, and freshmen had higher external self-esteem than sophomores; and seniors were more likely to pursue a trend than freshmen. Teaching and humanities courses were more likely to follow appearance management in general than those in science, engineering, medicine, and health courses; humanities and teaching/education courses were more likely to make additional appearance management than those enrolled in science, engineering, medicine, and health courses. On the basis of these results, it is necessary to make a plan for providing enterprises with useful information about consumer behaviors through research on the variation in appearance management behaviors by lifestyle in university students so that the association between lifestyle and behavior regarding appearance management can be defined.