• Journal of Fashion Business
• /
• v.18 no.1
• /
• pp.22-36
• /
• 2014

The purpose of this study is to examine the influence of expected values for appearance management on interest in make-up and cosmetics evaluation criteria. Questionnaires are being administered to 244 college students from the Deagu Metropolitan City and Kyungbook province. The frequency, factor analysis, reliability analysis, regression analysis, and t-test are used for data analysis. Expected values of appearance management are categorized into pleasure/satisfaction, other-expectancy, power value and conformity. Interest in make-up factors are found to be leadership in make-up, others-oriented, and appearance satisfactions. Cosmetics evaluation criteria are categorized into 4 factors such as skin suitability, pursuit of utility, non-essential attributes and symbolism. Pleasure/satisfaction, and conformity are the sub-variables of expected values for appearance management and have significant effects on leadership in make-up and others-oriented sub-variables for interest in make-up. Pleasure/satisfaction, and conformity, being the sub-variables of expected values for appearance management, have significant effects on skin suitability, the sub-variables of cosmetics evaluation criteria. And conformity has significant effects on symbolism, the sub-variables of cosmetics evaluation criteria. This indicates that women show high conformity for expected values of appearance management, leadership in make-up and others-oriented sub-variables for interest in make-up, and skin suitability of cosmetics evaluation criteria.