외모에 대한 사회문화적 태도, 자아존중감, 신체매력 지각이 외모관리행동에 미치는 영향 = The Effects of Sociocultural Attitudes toward Appearance, Self-Esteem, and Physical Attractiveness Perceptiveness on the Appearance Management Behaviors

다국어 초록 (Multilingual Abstract)

This study is to research appearance management behaviors through their interests in appearance and the degree of their management among the undergraduates to research the effects of sociocultural attitudes toward appearance, self-esteem, and perceptive physical attractiveness on their appearance management behaviors and to provide the effective data to form the marketing strategies for the beauty and fashion markets for the female/male undergraduates.
Total 900 questionnaires were distributed to the female/male undergraduates students in Daegu and Gyungbuk. 873 questionnaires out of 900 were collected and 825 questionnaires were selected as the final objects of this study. Frequency analysis, factor analysis, and Cronbach α were used to analyze the data using SPSS 12.0 statistics program. To examine the effects among variables, univariate analysis of variance and multiple regression analysis were conducted. The indepedant sample t-test was also conducted to examine the differences between female students and male students.
The followings are the findings of analyzing and considering the research results through statistically processing each variable and those of the existing researches.

1. Internalization, the sociocultural attitudes toward appearance, seemed to have negative effects on self-esteem, whereas awareness seemed to have positive effects. Both internalization and awareness, which are some of the sociocultural attitudes toward appearance, appeared not to affect personal physical attractiveness. It showed that self-esteem affected positively personal physical attractiveness and social physical attractiveness as well.

2. In terms of face management behaviors, internalization and awareness as sociocultural attitudes and social physical attractiveness among physical attractiveness perceptive showed positive effects. In negative weight management behaviors, internalization among sociocultural attitudes and personal physical attractiveness among physical attractiveness perceptive showed positive effects, while self-esteem showed negative ones. In addition, internalization out of sociocultural attitudes and social physical attractiveness out of physical attractiveness perceptive seemed to have positive effects with regard to positive weight management behaviors. In hair management behaviors, social physical and personal physical attractiveness out of physical attractiveness perceptive seemed to have positive effects. Internalization among sociocultural attitudes and social physical attractiveness among physical attractiveness influenced positively in terms of clothing management behaviors.

3. The female undergraduates seemed to show higher internalization and awareness as sociocultural attitudes toward appearance than the male undergraduates did. And there were the greater differences between female/male students in internalization. Self-esteem had no statistical significance in the differences between female/male students. It means there were, therefore, no gender differences between female/male students in self-esteem. Meanwhile, the male/female differences in personal physical and social physical attractiveness had little significance statistically, which means there were no gender differences between female/male students in physical attractiveness perceptive. Male students did more hair care among appearance management behaviors, while female students did more face management behaviors, clothing management behaviors, negative weight management behaviors, and positive weight management behaviors. Finally, There were statistically significant differences between female/male students in appearance management expenditure. And the appearance management expenditure of female students was higher than that of male students.

Appearance-related businesses are the area with great potentiality in the future. It will be very effective, therefore, to develop a variety of products and to make good use of the means such as a variety of advertisements, strategies for public relations, and the extension of personal selling to promote the sales as well as to promote the sales of the products with projects and marketing strategies which can ensure the reliability. Furthermore, with the market segmentation, it is possible to provide the sellers with the more reliable market opportunities. Moreover, consumers can get not only the wide range of choices but also the more proper goods they need. In the long run, that will provide more profits for businesses and more satisfaction for consumers.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1.1 연구문제 1
• 1.2 연구의 필요성 5
• 1.3 용어정의 8
• 1.4 연구의 가정 10
• 1.5 연구의 제한점 10
• Ⅱ. 이론적 배경 11
• 1.1 외모에 대한 사회문화적 태도 11
• 1.2 자아존중감 15
• 1.3 신체매력 지각 18
• 1.4 외모관리행동 23
• 1.5 연구가설 31
• Ⅲ. 연구방법 32
• 1.1 연구대상 32
• 1.2 연구모형 32
• 1.3 측정도구 33
• 1.4 자료분석 35
• Ⅳ. 결 과 37
• 1.1 자아존중감에 대한 외모의 사회문화적 태도 37
• 1.2 신체매력 지각에 대한 외모의 사회문화적 태도 38
• 1.3 신체매력 지각에 대한 자아존중감 41
• 1.4 외모관리행동에 대한 외모의 사회문화적 태도, 자아존중감,
• 신체매력 지각 43
• 1.5 외모에 대한 사회문화적 태도, 자아존중감, 신체매력 지각,
• 외모관리행동, 외모관리비용에 대한 남녀 대학생의 차이 53
• Ⅴ. 고 찰 57
• 1.1 자아존중감에 대한 외모의 사회문화적 태도 57
• 1.2 신체매력 지각에 대한 외모의 사회문화적 태도 58
• 1.3 신체매력 지각에 대한 자아존중감 59
• 1.4 외모관리행동에 대한 외모의 사회문화적 태도, 자아존중감,
• 신체매력 지각 60
• 1.5 외모에 대한 사회문화적 태도, 자아존중감, 신체매력 지각,
• 외모관리행동, 외모관리비용에 대한 남녀 대학생의 차이 62
• Ⅵ. 결론 및 제언 66
• 참고문헌 69
• 부 록 82