Browse > Article
http://dx.doi.org/10.5805/SFTI.2013.15.5.704

The Influence of Men's Media Information Utilization on Appearance Management Behavior: Mediated Effect of Appearance Awareness and Metrosexual Tendency  

Hong, Keum Hee (Division of Fashion Industry, Silla University)
Publication Information
Fashion & Textile Research Journal / v.15, no.5, 2013 , pp. 704-712 More about this Journal
Abstract
Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men's media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20's do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.
Keywords
metrosexual tendency; media information utilization; appearance awareness; cosmetic consumption behavior; fashion product consumption behavior;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
연도 인용수 순위
1 Bakewell, C., Mitchell, V-W., & Rothwell, M. (2006). UK generation Y male fashion consciousness. Journal of Fashion Marketing and management, 10(2), 169-180.   DOI   ScienceOn
2 Clarkson, J. (2005). Contesting masculinity's makeover: Queer eye, consumer masculinity, and straight-acting gays. Journal of Communication Inquiry, 29(3), 235-255.   DOI
3 Conseur, A., Hathcote, J. M., & Kim, S. Y. (2008). Consumer Masculinity Behavior among college students and its relationship to self esteem and media significance. Sex Roles, 58, 549-555.   DOI   ScienceOn
4 Heinberg, L. J., Thompson, J. K., & Stomer, S. (1995). Development and validation of the sociocultural attitudes towards appearance questionnaire. International Journal of Eating Disorders, 17(1), 81-89.   DOI   ScienceOn
5 Here comes menswear era! (2013, February). Fashionbiz, pp.72-75.
6 Hogg, M. K., Bruce, M., & Hill, A. J. (1998). Fashion brand preferences among young consumers. International Journal of Retail & Distribution Management, 26(8), 293-300.   DOI   ScienceOn
7 Hong, K. H. (2008). The influence of male college students's extent of mass media exposure on sociocultural attitude toward appearance and appearance orientation. Journal of the Korean Society of Clothing and Textiles, 32(7), 1149-1159.   DOI   ScienceOn
8 Hong, S. T., Kang, D. K., & Kim, M. J. (2007). Cognitive age: Its direct and mediating effects on consuming behaviors. Journal of Consumer Studies, 18(3), 63-84.
9 Jang, J. Y., Hwang, S. J., & Jeon, H. K. (2007). Men's cosmetics purchasing behavior based on the level of interest in appearance, the country of origin, and the sales promotion. Journal of the Korean Society of Costume, 57(6), 160-171.   과학기술학회마을
10 Jung, H. J., & Lee, Y. R. (2011). The expected values of appearance management of 20s-30s and 40s-50s male consumers on their men's suit buying behaviors. Journal of the Korean Society of Clothing and Textiles, 35(2), 125-135.   과학기술학회마을   DOI   ScienceOn
11 Kim, K. S. (2007). New Amos 16.0: Structural Equation Model Analysis. Seoul: Hannarae.
12 Kim, C. Y., Jekal, M., & Lee, Y. H. (2010). Gender characteristics in contemporary men's fashion: Focusing on the characteristics of metrosexual and ubersexsual. Journal of Korean Society of Costume, 60(7), 1-13.   과학기술학회마을
13 Kim, J. H., & Hong, K. H. (2000). A study on shopping orientation and information source by male's clothing benefits. Journal of the Korean Society of Clothing and Textiles, 24(1), 43-54.   과학기술학회마을
14 Ku, Y. S., Lee, Y. J., & Choo, T. G. (2011). A study on appearance management behavior of male consumers(III): Focusing on the gender role identity. Journal of the Korean Society for Clothing Industry, 13(2), 226-233.   과학기술학회마을   DOI   ScienceOn
15 Km, J. H., & Shin S. Y. (2011). Clothing values and casual wear purchase behaviors according to 20's and 30's male lifestyles. Journal of the Korean Society for Clothing Industry, 13(4), 487-498.   과학기술학회마을   DOI   ScienceOn
16 Kim, K. I. (2006). Feminizing trends on men's knitwear in the 21st century: Focusing on the metrosexual and crossexual. Journal of the Korean Society for Clothing Industry, 8(4), 382-390.   과학기술학회마을
17 Kim, Y. W., & Choi, J. M. (2009). Fashion trend acceptance and fashion information sources according to clothing shopping orientation among digital generation male consumers. The Research Journal of the Costume Culture, 17(20), 238-254.   과학기술학회마을
18 Lee, H. J., & Kim, H. J. (2011). A study on men's cosmetic products attribute evaluation, purchasing behavior and use realities according to lifestyle type of 20s men's consumer. Journal of the Korean Society of Cosmetology, 17(2), 233-244.
19 Lee, H. J., & Park, O. L. (2005). The factor of feminization in men's fashion according to sex role stereotype: research about 20's-30's mens. Korean Journal of Human Ecology, 14(6), 1027-1035.
20 Lee, M. Y., & Kim, Y. S. (2006). A study on the cosmetics purchasing behavior according to the 20-30 year old men's life style. Journal of the Korean Society of Costume, 56(1), 56-69.
21 Lee, Y. J. (2007). Male consumers' motives of appearance management behavior: Focused on their sex role identities and benefit sought in clothing. Journal of the Korean Society of Clothing and Textiles, 31(4), 551-562.   DOI   ScienceOn
22 Morry, M. M., & Staska, S. L. (2001). Magazine exposure: Internalization, self-objectification, eating attitude, and body satisfaction in male and female university students. Canadian Journal of Behavioral Science, 33(4), 269-279.   DOI   ScienceOn
23 Manrai, L. A., Lascu, D. N., Manrai, A. K., & Babb, H. W. (2001). A cross-cultural comparison of style in Eastern European emerging markets. International Marketing Review, 18(3), 270-285.   DOI   ScienceOn
24 Men's cosmetics look forward 1 trillion won with increase of grooming men this year. (2012, May 3). Medical Today, p. 13.
25 Men's market explodes - men who groom like 30s in their 50s. (2011, September 22). Chosunbiz. p. B3.
26 Mort, F. (1996). Cultures of consumption: Masculinities and social space in the late twentieth century Britain. London: Routledge.
27 Nam, S. J. (2010a). A study of metro-sexual consumption behavior: A test of the theory of planned behavior. Journal of Consumer Studies, 21(1), 161-180.
28 Nam, S. J. (2010b). Metro-sexual consumption in accordance with identity of gender roles, self-esteem and cultural-social attitude toward appearance. Korean Journal of Human Ecology, 19(1), 91-102.   과학기술학회마을   DOI   ScienceOn
29 Simpson, M. (1994). Here come the mirror men. The Independent. In J. J. Lee & E. K. Park (2004). Lifestyle & Trend (pp. 130-131). Seoul: Yekyong.
30 Sung, Y. S., Park, E. A., Choi, K. Y., & Han, S. (2009). An exploratory study of male grooming behavior: Focused on grooming motives, sex-role, and appearance-oriented tendency. Journal of Consumption Culture, 12(4), 47-70.   DOI   ScienceOn
31 Sung, H. W., & Jeon, Y. J. (2006). Intention to return to online shopping malls by men of digital generation. Journal of the Korean Society of Clothing and Textiles, 30(11), 1618-1625.   과학기술학회마을
32 Yoo, C. J., & Jung, H. E. (2002). Exploratory research of consumers' beauty seeking behavior: men's decoration behavior & women's makeup, cosmetic surgery, and fitness. Journal of Consumer Studies, 13(1), 211-232.
33 Woo, J. Y. (2005). Metrosexual trend and appearance control behavior by lifestyle of twenties-thirties men. Unpublished master's thesis, Kyunghee University, Seoul.