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http://dx.doi.org/10.5934/KJHE.2012.21.2.331

Study on the Theory of Planned Behavior applied to appearance management behavior: focused on skin care, makeup, apparel, hair and weight management behaviors  

Lee, Ji-Young (Dept. of Clothing & Textiles, Chungnam National University)
Park, Kil-Soon (Dept. of Clothing & Textiles, Chungnam National University)
Publication Information
Korean Journal of Human Ecology / v.21, no.2, 2012 , pp. 331-347 More about this Journal
Abstract
The purpose of this study was to explore how the Theory of Planned Behavior applies to five appearance management behaviors and the effects of three variables - attitude, subjective norm, and perceived behavior control on appearance management behaviors. The research was conducted by surveying 410 female adult respondents between the ages of 20 to 40 with the goal of predicting the appearance management behavior of women. The data were analyzed using IBM SPSS Statistics 19.0 and Amos 19 in addition to Frequency analysis and path analysis. In the first case, the potential for applying appearance management theory on appearance management behavior of women was observed. The appearance management behavior performed by women was classified into five categories: skin care behavior, makeup management behavior, apparel management behavior, hair care behavior, and weight management behavior. It was determined all five behaviors could be predicted by applying the Theory of Planned Behavior. In the second case, effects of attitude related to subjective norm and perceived behavior control related to skin care behavior was statistically significant. In terms of makeup management behavior, all of the three variables were statistically significant. With regard to apparel management behavior, only subjective norm behavior was statistically significant. Concerning hair care behavior, attitude and perceived behavior control were statistically significant. On weight management behavior only attitude was statistically significant.
Keywords
Skin behavior; makeup behavior; apparel behavior; hair behavior; weight behavior; appearance management behavior; theory of planned behavior;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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