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

대인관계성향, 남성성유형에 따른 외모관련소비행동 연구 - 외모관심도의 매개효과 분석 -

  • Lee, Hyun-Ok (Dept. of Clothing & Textiles, Kyungpook National University)
  • Received : 2013.08.09
  • Accepted : 2013.10.24
  • Published : 2013.10.31


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 appearance-related 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 ${\alpha}$. 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.


Supported by : 한국연구재단


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