• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.3
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• pp.15-31
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• 2014

The purpose of this study was to investigate the effects of sociocultural attitudes toward appearance on male consumers' apparel buying behavior and appearance management behavior. The subjects were 353 males aged from 40 to 59 years old. The research method was a survey and the questionnaire consisted of sociocultural attitude toward appearance items, apparel buying behaviors items, appearance management behaviors items, and subjects' demographic characteristics items. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, multiple response analysis, ${\chi}2$ test, ANOVA and Duncan's multiple range test. The results were as follows. Three dimensions (appearance importance awareness, slimness importance awareness, internalization) were emerged on sociocultural attitude toward appearance, and subjects were divided into 4 groups(receptive, unreceptive, awareness, and internalized group) by this variable. The 4 groups by sociocultural attitude toward appearance showed many differences on apparel buying behaviors and appearance management behaviors. Receptive and internalized group more importantly regarded fashion trend and store display as apparel buying motives, design and trend as selection criteria, and did shopping to buy clothes more often than awareness and unreceptive group. Receptive and internalized group recognized higher the need for various appearance management behaviors and spent more expense to enhance their appearance than other groups.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.4
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• pp.63-77
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• 2014

The purpose of this study was to investigate the effects of sociocultural attitudes toward appearance and objectified body consciousness on male consumer' appearance management behavior. The subjects were 648 males aged from 20 to 59 years old, and the questionnaire consisted of sociocultural attitude toward appearance, objectified body consciousness, appearance management behavior, and subject' demographic characteristics. The data were analyzed by descriptive statistics, Cronbach's ${\alpha}$, factor analysis, and regression analysis. The results were as follows. Three dimensions(appearance importance awareness, slimness importance awareness, and internalization) were emerged on sociocultural attitude toward appearance. Three dimensions(body shame, body surveillance, and control belief) were emerged on objectified body consciousness. Five dimensions(skin, hair, body, fashion, and plastic surgery management) were emerged on appearance management behavior. In sociocultural attitude toward appearance dimensions, appearance importance awareness and internalization had important effects on appearance management behavior. In objectified body consciousness dimensions, body shame and control belief had important effects on appearance management behavior. This results concluded that sociocultural attitude toward appearance and objectified body consciousness are important variables to understand on male consumer' appearance management behavior.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.4
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• pp.163-177
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• 2012

The purposes of this study were to investigate female adolescents' attitude toward the social instrumentality of appearance and to examine the effects of the attitude toward the social instrumentality of appearance on female adolescents' body satisfaction and appearance management behaviors. The subjects for this study were 435 female middle school and high school students in Daejeon and Chungnam province. The research method was a survey and the measuring instruments were a self-administrated questionnaire with 4 parts (social instrumentality of appearance, body satisfaction, appearance management behaviors, and subjects' demographics attributions). The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, t-test, using SPSS statistical program. The results were as follows. Three dimensions (the utility of interpersonal relationship, sexual partnership and social achievement) were emerged on social instrumentality of appearance, and female adolescents were divided into 2 groups(unreceptive group and receptive group) by social instrumentality of appearance. Social instrumentality of appearance had significant effects on female adolescents' body satisfaction and appearance management behaviors. The group who had receptive attitude toward the social instrumentality of appearance was showed the lower body satisfaction and more positive attitude to perform appearance management behaviors including clothing and accessories management, fitness, skin and hair care, and plastic surgery than unreceptive group.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.163-175
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• 2014

The purpose of this study was to investigate the effect of self-efficacy and appearance interest on appearance management and clothing purchase behavior of new silver generation. The research method was a survey method using a questionnaire. The subjects were 300 new silver woman(aged from 50 to 64) living in the large city. Statistical analysis methods were factor analysis, Cronbach's ${\alpha}$ and multiple regression analysis. The results of this study were as follows. The self-efficacy factor divided into three categories including self-control efficacy, social self-efficacy and physical self-efficacy. And appearance interests were divided into four categories including weight control interest, outfit management interest, interest in clothing and disinterest in appearance. Self-efficacy had significant effect on various appearance interests. Especially physical self-efficacy was the important factor which could describe the appearance interests more effectively. Self-efficacy and appearance interests had significant effect on appearance management and clothing purchase behavior. Social self-efficacy could describe more appearance management behavior, while on the other side self-control efficacy could describe the clothing purchase behavior more effectively.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.3
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• pp.33-48
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• 2018

The purposes of this study were to investigate the social instrumentality of appearance, appearance orientation, and cosmetics purchasing behaviors of Chinese male consumers, and to find differences in the cosmetics purchasing behaviors of the male consumer groups, which were segmented by the social instrumentality of appearance and appearance orientation. The subjects were 400 adult males in their 20s to 30s from Gillim province in China. The measurements consisted of the social instrumentality of appearance, appearance orientation, cosmetics purchasing behavior, and the subject' demographic attributes. The data was analyzed by descriptive statistics, frequency analysis, $x^2$ test, multiple response analysis, cluster analysis, ANOVA, and Duncan's multiple range test, using SPSS program. The results were as follows. First, young Chinese male consumers had a high sense of the social instrumentality of appearance, but the tendency to invest time and effort to enhance their looks was still low. Second, on the basis of the social instrumentality of appearance and appearance orientation, young Chinese male consumers were classified into four groups (high involvement group, instrumentality group, orientation group, and low involvement group). Third, the four male consumer groups revealed many significant differences in various cosmetic purchasing behaviors (purchasing items, information sources, product selection criteria, purchasing motives, purchasing locations, store selection criteria, purchasing price, purchasing frequency, and cosmetics improvements). Therefore, the social instrumentality of appearance and appearance orientation are seen as significant variables to effectively segment the Chinese male consumer market. The cosmetics companies targeting young Chinese men need to establish differentiated marketing strategies, considering the characteristics of each segment of the consumer market.

• Fashion & Textile Research Journal
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• v.17 no.5
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• pp.718-730
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• 2015

This study investigated the correlation between the level of consistency in fashion show models' appearance and design concept through a statistical and qualitative analysis of the S/S Paris Collection 2014. The following conclusions have been drawn in this study. First, the percentage of models of color was very low in regards to the physical appearance of models; in addition, there was a higher percentage of Caucasian models for collections with a high level of consistency in models' physical appearance. Collections with a high percentage of models of color indicate more casual design concepts and the promotion of diversity in racial background is considered more effective for street fashion. Second, collections with a high level of consistency in models' physical appearance tend to control various elements that constitute a physical appearance through more detailed planning and stage direction. Third, there is a tendency to reinforce design concepts by creating a consistency in the overall physical appearance of models. This affirms that their physical appearance is determined by brand (i.e. designer) and is used to maximize a design concept delivery. The results of this study suggests that the physical appearance of models must be determined in line with the design concept versus detailed planning that must consider audience perspectives as well as adjust the show's length and the interval between each model appearing on the stage.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.3
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• pp.323-336
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• 2015

This study explored the effect of Sociocultural attitudes toward appearance on appearance concerns, appearance management behavior, appearance complex, face satisfaction, and body satisfaction. The sample of the study was women aged between 20 and 40 who live in Seoul or Gyeonggi-do. We used 292 questionnaires for the final statistical analysis. Data were analyzed by common factor analysis, and multiple linear regression using SPSS 12.0 / Windows. The results of the study are summarized as follows. First, Sociocultural attitudes toward appearance were classified into internalization and awareness, appearance management into weight control, hair care, make-up, and skin care, and appearance complex into complex from other people and complex from self. Internalization showed significant positive effects on appearance concerns, hair care, weight control, face satisfaction, and body satisfaction; however, there were negative effects on make-up, skin care, and complex from other people. Awareness showed significant positive effects on make-up skin care, weight control, and complex from other people; however, there were negative effects on appearance concerns, hair care, face satisfaction, and body satisfaction.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.1
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• pp.27-40
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• 2017

In the past, generally only woman have interest in appearance management, but nowadays man also have interest in beauty and appearance. The purpose of this study is to examine the effect of vanity scale on the appearance management behavior and fashion orientation in male consumers. The data was collected from men in their age of 20-59, who lived in Seoul and Gyeonggi-do. A total of 300 responses were analyzed. Factor analysis, frequency analysis, ANOVA and regression were used for analysis. The results of this study are as follows. First, vanity scale divided into four factors 1) a concern for physical appearance 2) a positive view of physical appearance 3) a concern for achievement and 4) a positive view of achievement. Generally concern factors are higher than positive views, and physical appearance factors are higher than achievement factors. Second, four lower vanity scale factors are related with each other. Third, various vanity scale influenced to appearance management behavior and fashion orientation. Especially positive view of achievement have more influencing power to appearance management behavior and fashion orientation. Among various demographic variables, income have more influencing power to the vanity scale.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.1-17
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• 2013

The purpose of this study was to identify the relationships among self-esteem, physical appearance comparison, media concern, sociocultural attitude toward appearance, body attitudes, and life satisfaction. Data were collected from a convenience sample of 232 female undergraduate students. Data were analyzed using factor analysis, correlation, and multiple regression. The result showed that there was a correlation between physical appearance comparison and media concern. Self-esteem, physical appearance comparison, and media concern had an indirect influence on body attitudes through sociocultural attitude toward appearance. Self-esteem and physical appearance comparison had a direct effect on body attitude. All variables did not have an influence on life satisfaction, except self-esteem.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.1
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• pp.147-162
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• 2017

The purposes of this study were to investigate objectified body consciousness and appearance management behaviors, and to analysis the differences on this two variables between Korean and Chinese consumers. The subjects were 700 Korean and Chinese female university students. The research method was a survey and the measuring instruments consisted of objectified body consciousness scale, appearance management behaviors items, and subjects' demographics attributions. The data were analyzed by frequency analysis, cross tabs analysis, $x^2$ test, Cronbach' ${\alpha}$, factor analysis, t-test, and regression analysis, using SPSS statistical program. The results were as follows. First, three factors(body surveillance, body shame, and control belief) were emerged on objectified body consciousness, and Korean students showed the higher level of objectified body consciousness than Chinese students. Second, Korean students had much more experience and a higher intention to perform various appearance management behaviors than Chinese students. Third, body shame and control belief factors had important effects on appearance management behaviors of both country students. However, body surveillance was an important factor on only Korean students' appearance management behaviors. This study showed that objectified body consciousness is an important variable to affect appearance management behaviors, and there are many differences on objectified body consciousness and appearance management behaviors by cultural environments.