Abstract
The objects of this study were to classify the contents of life style of university students, to investigate the relationships between lifes tyle and appearance behavior(attitude toward appearance, body satisfaction, clothing attitude), and to examine how appearance behavior was influenced by life styles, male and female variables. The method of the study was survey research by using questionnaires. Subjects were 358(male 175, female 183) university students located in Junrabookdo province. In this statistical analysis, SPSS 11.5 for Windows Program was utilized to calculate frequency, percentage, mean, Factor analysis, Cronbach's ${\alpha}$, t-test, Pearson's correlation, Multiple Regression Analysis. The results of this research were as follows: Five dimensions of life styles were derived by factor analysis: 'digital orientation', 'material orientation', 'positive activity', 'achievement orientation', and 'frugality'. Male and female variables have significant effects on the life style and appearance behavior. Digital & material orientation were significantly higher for male than for female, whereas positive activity, achievement orientation, and frugality were significantly higher for female than for male. Attitude toward appearance and clothing attitude were significantly higher for female than for male, whereas body satisfaction were significantly higher for male than for female. Positive activity and achievement orientation had positive relations with appearance behavior. Need value of attitude toward appearance, body satisfaction, Clothing attitude variables except of attract sex attention was influenced by positive activity and achievement orientation of life style. As a conclusion, university students' life style and male and female variables constituted important characteristics which could affect appearance behavior.