• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.715-726
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• 2005

The purpose of this study was to identify the effects of the sensation seeking and body image on female adolescents' clothing behavior and hair style attitude. The data was collected from 390 high school girls living in Seoul, via a self·administered questionnaires, and were analyzed by frequency, factor analysis, reliability test, Pearson's correlation, and multiple regression. The results of this study was as follows : 1) Three factors of body images were self appearance evaluation, appearance orientation and fitness orientation. Five factors of clothing attitudes were fashion/clothing interest, clothing exhibition, social approval, psychological dependence on clothing and fashion leadership. And three factors of hair style attitudes were interest in hair style, individuality in hair style and dependency on hair designer. 2) As the result of analyzing the effects of sensation seeking and body image on clothing behavior, fashion/clothing interest was explained by appearance orientation and fitness orientation, and clothing exhibition by sensation seeking and appearance orientation, and social approval by appearance orientation, self appearance evaluation and body cathexis, and fashion leadership by appearance orientation, fitness orientation and self appearance evaluation, and clothing conformity to the self-entertainer by appearance orientation, sensation seeking and fitness orientation, and appearance related delinquency by sensation seeking, appearance orientation, fitness orientation, self appearance evaluation. 3) As the result of analyzing the effects of sensation seeking and body image on hair style attitudes, interest in hair style was explained by the factors such as appearance orientation, sensation seeking, fitness orientation, and body cathexis, and individuality in hair style by appearance orientation, sensation seeking and self appearance evaluation, and dependency on hair designer by body cathexis.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.3
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• pp.260-269
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• 2013

This study verifies the direct and indirect causal relationship of sociocultural values related to appearance effect appearance evaluation, body area satisfaction, appearance orientation, and self-esteem that are variables involved in body images. This paper is expected to empirically support the information regarding the path and the relative influence among related-variables and their relational structures. A survey was conducted on 230 women from the ages of 20 to 29 who live in Daegu and Gyeongbuk areas. The data analysis was performed through programs such as AMOS 19.0 and SPSS 19.0 for Windows. The findings are as follows: First, Sociocultural values relating to appearance affect directly body image - appearance evaluation, body area satisfaction, and appearance orientation. Appearance evaluation and appearance orientation were influenced positively; however, body area satisfaction received egative effects. In addition, sociocultural values related to appearance exert relatively stronger influence on appearance orientation. Second, among body images, appearance evaluation and body area satisfaction directly effect self-esteem; however, appearance orientation did not show any direct influence. Appearance evaluation influenced relatively higher on self-esteem. Third, it appeared that appearance evaluation directly affected Appearance orientation. Forth, sociocultural values related to appearance affect self-esteem through body images-appearance evaluation, body area satisfaction, and appearance orientation - as mediators. This confirmed the mediator role of body image between sociocultural values related to appearance and self-esteem.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.7
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• pp.1149-1159
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• 2008

This study aims at examining how male college students' extent of mass media exposure affects their sociocultural attitude toward appearance and appearance orientation. It also investigates how these variables show difference depending on the individual's self-efficacy. For the study, data were collected from 397 male students by means of stratified random sampling. The results are as follows: 1. Male college students 'sociocultural attitude toward appearance was shown in two factors of appearance internalization and appearance awareness. Appearance orientation was shown in two factors of interest in appearance and interest in body weight. 2. Male college students were exposed to mass media in order of videos, movies, TV entertainment shows, music and movie magazines. The influence of video media was strong. 3. Male college students' extent of mass media exposure exerted indirect influence through sociocultural attitude toward appearance rather than exerting direct influence on appearance orientation. 4. Male college students' appearance orientation varied depending on the extent of self-efficacy, and higher self-efficacy showed higher appearance orientation and appearance attitude. Especially the group with higher self-efficacy showed higher appearance attitude when the extent of exposure to mass media increased.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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• pp.1101-1111
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• 2003

The objectives of this study were to classify the contents of lifestyle of adolescents, to investigate the relationships between lifestyles and appearance behavior, and to examine how appearance behavior was influenced by lifestyles and demographic variables of male and female adolescents. The method of the study was survey research by using questionnaires. Subjects were 414 high school students in Seoul: 176 were males and 238 females. Five dimensions of lifestyles were derived by factor analysis: ‘digital orientation', 'positive activity', 'achievement orientation', 'material orientation', and ‘frugality'. Digital orientation had, in case of the male, a positive relation with body-modification need, a positive one with appearance interest in female. Positive activity had positive relations with appearance interest and body satisfaction in both male and female. Appearance interest, weight interest, and body-modification need levels were significantly higher for female than for male, whereas body satisfaction were higher for male than for female. Appearance interest of male was influenced by positive activities and social stratification. Appearance interest of female was influenced by material orientation and positive activity. Body-modification need of male was influenced by digital orientation and frugality(-), that of female only influenced by material orientation. Fashion and brand preference of male was influenced by material orientation, frugality(-), and social stratification. In case of the female, fashion was influenced by positive activity, material orientation and frugality(-), brand preference influenced by material orientation and positive activity.

• Fashion & Textile Research Journal
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• v.15 no.6
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• pp.912-922
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• 2013

This study examined the differences in appearance orientation and appearance management behavior in groups (classified by the body mass index) as well as explored the differences in each of demographic variables. Data were collected from 513 respondents from the city of Daegu as well as Gyeongbuk province. Collected data were analyzed by descriptive statistics, ANOVA, and Duncan tests. The results showed that 14.3% of the respondents were underweight, 60.0% normal, and 25.7% overweight according to BMI. The appearance orientation of the respondents was revealed to be high. Skin care was the most popular appearance management behavior, followed by make-up, clothing selection, hair care and weight training. Due to appearance orientation by body type, the appearance orientation for the underweight was the highest followed by normal and overweight. There were significant differences in skin care, make-up, clothing selection, hair care among the three groups in appearance management behavior; however, no differences in weight training. Generally, appearance management behavior of the underweight was the highest, followed by the normal and the overweight. In addition, there were significant group differences in appearance orientation and appearance management behavior according to demographic variables. This study contributes basic information to the field of appearance management behavior research and beauty industry marketing strategy through a better understanding of the relationships of BMI, appearance orientation, and appearance management behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.4
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• pp.576-585
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• 2015

This study examined difference of purchase behavior of appearance orientation, appearance evaluation, and fashion product purchase behavior on media contact responses. Data were collected from 315 female Chinese university students in Daejeon and Chungnam from May to June 2013. Data were analyzed by descriptive statistics, t-test, correlation, crosstabs analysis with the SPSS-WIN 20.0 program. The results of this study were as follows. First, media contact responses correlated appearance orientation and appearance evaluation. The active group of media contact responses indicated a more active appearance orientation and appearance evaluation. Second, the active group of media contact responses were fashion product purchase behavior. This study verified the relationship of media contact responses and appearance variables-appearance orientation, appearance evaluation, and fashion product purchase behavior.

• 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.

• 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.18 no.4
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• pp.87-99
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• 2016

The purpose of this study was to investigate the appearance orientation and clothing and cosmetics purchasing behaviors according to media contact responses. The subjects were 445 female university students in Daejeon and Chungnam province. The measuring instruments was a questionnaire with media contact responses, appearance orientation, clothing and cosmetics purchasing behavior, and subjects' demographic characteristics. The data were analyzed by Cronbach's ${\alpha}$, frequency analysis, ${\chi}^2$ test, ANOVA, Duncan's multiple range test, and regression analysis using SPSS program. The results were as follows. First, female university students had very positive response and attitude on entertainers' appearance, style and products showed by media. Second, media contact response had a significant effect on appearance orientation. The group with a high level of media contact response showed higher appearance orientation than the groups with mediate and low level of media contact response. Third, media contact response had meaningful effects on clothing and cosmetics purchasing behaviors. The group with a high level of media contact response showed higher shopping frequency, purchasing frequency, and more spending on clothing and cosmetics than other groups.

• Korean Journal of Human Ecology
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• v.16 no.3
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• pp.665-676
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• 2007

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.