• 패션비즈니스
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• 제16권5호
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• pp.164-177
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• 2012

The purpose of this study was to classify sex role identity into groups and analyze the difference of social face sensitivity and appearance management behaviors by sex role identity. Questionnaires were administered to 306 people in their twenties and thirties living in Daegu Metropolitan City and Kyoungbuk province. The data was analyzed by using frequency, factor analysis, credibility, ${\chi}^2$-test, ANOVA, Duncan-test, and t-test. The findings were as follows. Sex role identity were classified into four groups (androgyny, masculineness, feminineness, and undifferentiation). Men in androgyny group showed the highest rate of 41.3% followed by undifferentiation(24.7%), masculineness(21.3%), and feminineness(12.7%). Women in undifferentiation group showed the highest rate of 35.9% followed by feminineness(24.4%), androgyny(23.7%), and masculineness(16.0%). Social face sensitivity were composed of four factors (consciousness of being embarrassed, social formality, other consciousness, and prestige). Appearance management behaviors were composed of six factors (skin management, fashion image management, plastic surgery management, weight management, hair management, and health management). According to the result of a significant difference between social face sensitivity and appearance management behaviors by sex role identity, male showed significant difference between the sub-variables of social face sensitivity factors (consciousness of being embarrassed, social formality, and other consciousness). Both of the male and female showed a significance of difference in consciousness of being embarrassed, and social formality. Male showed significant difference between the sub-variables of appearance management behaviors factors (fashion image management, weight management, hair management, and health management). Both of the male and female showed a significance of difference in fashion image management. Gender of twenties and thirties showed distinction between the sub-variables of social face sensitivity factors (consciousness of being embarrassed, and prestige) and appearance management behaviors (skin management, fashion image management, plastic surgery management, weight management, and hair management).

• 복식
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• 제60권3호
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• pp.99-109
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• 2010

The purpose of this study was to examine the differences of appearance management behavior and body exposure attitude according to sex role identity. The method of this study was a survey research method by questionnaire. The subjects were 632 college students (male: 302, female: 330) living in Seoul area. The data were analyzed by SPSS program. Analysis methods used were frequency, factor analysis, Cronbach's $\alpha$-reliability coefficient, one-way ANOVA and Duncan's multiple range test. The subjects were divided into 4 types of sex role identity: androgynous, masculine, feminine, and undifferentiated type. The female androgynous group had skin care the most, while the male androgynous type had clothing management and weight control the most among the 4 types. Both male and female androgynous groups had hairstyle care the most. Both the male and female masculine groups wore chest exposing clothes the most, while the female masculine type wore shoulder exposing and leg exposing clothes the most. The female androgynous group showed the highest appearance management expenses.

• 한국의류학회지
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• 제31권4호
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• pp.551-562
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• 2007

The purpose of this study was to examine the influence of sex role identities on male consumers' appearance management behavior. Recently, heavy marketing efforts have been made by the cosmetics and apparel industries to cater to male consumers who seem to be increasingly interested in their appearances. This study intended to identify the relationship between male consumers' appearance management tendencies and their sex role identities and benefits sought in clothing. A survey data was collected from 321 men aged between 20 and 40 and was analyzed using SPSS. The results showed that not only the male consumers' perceived masculinity and femininity but also the discrepancies between their ideal and perceived masculinity/femininity were related to the benefit they sought in clothing. Also, individuals who identify themselves as masculine (rather than feminine) were more likely to be engaged in appearance management practices. However, a greater portion of their appearance management behavior was explainable by their pursuit of fashionability, conformity, and individuality in clothing. This seems to indicate these male consumers consider appearance management primarily as a fashion trend.