남자대학생의 미의식이 외모관리행동에 미치는 영향

Abstract

The purpose of this study was to examine the appearance management behaviors(hair care, skin care and makeup) of male college students, their aesthetic consciousness, the factors of their appearance management behavior and the impact of their aesthetic consciousness on appearance management behaviors. And it's additionally meant to investigate the influence of their demographic characteristics to make a contribution to the development of the beauty industry. The subjects in this study were 400 male college students in and around Seoul. Data were gathered by conducting a survey from June 5 to July 15, 2010, and the answer sheets from 374 respondents were analyzed except for the incomplete ones. A SPSS(Statistical Package for the Social Science) 16.0 program was employed to analyze the collected data, and frequency analysis, factor analysis(main component analysis and varimax), reliability analysis and multiple regression analysis were carried out. ANOVA was utilized to find out the relationship of their general characteristics to their aesthetic consciousness and appearance management behaviors, and Scheffe test was used to make a post-hoc analysis of the data analyzed by ANOVA. The major findings of the study were as follows: 1. The most prevalent appearance management behavior among the male college students was hair care, followed by skin care and makeup. The hair care that they experienced the most was getting a hair cut, followed by the use of hair styling products. They wanted to receive scalp care service and scalp massage the most in the future, and what they wanted to do the second most was having the hair permed. In relation to skin care, toner and emulsion seemed to be the most basic skincare products, and the use of the two cosmetics was investigated in this study. The most common skin care that they experienced was using toner or emulsion, followed by acne care. They wanted to receive massage service, use whitening products or apply facial pack the most in the future. As for experience of makeup(cosmetics), the use of toner and emulsion was most dominant, followed by cleansing products, and they wanted to use whitening cosmetics, serum, cream, BB cream or perfume. The three appearance management behaviors of the male college students showed that they had something in common in terms of appearance management. All of them took care of their looks to build confidence or in pursuit of self-satisfaction. The major sources of information on hair care, skin care and makeup were respectively beauty parlors, the Internet and magazines. 2. As a result of checking the impact of their aesthetic consciousness on appearance management behaviors, the appearance management behaviors of the male students were under the influence of their own aesthetic consciousness. Out of the components of aesthetic conscious- ness, the information/interest factor(β=0.397***) was most influential, followed by the appearance/ability factor(β==0.224***), the cosmetic surgery factor(β=0.179***) and the body shape management factor(β=-0.116***). Specifically, the information/interest factor and the cosmetic surgery factor had a positive impact, and the appearance/ability factor and the body shape management factor exercised a negative influence. 3. Concerning the relationship of their general characteristics to aesthetic consciousness and appearance management behaviors, there were significant differences in body shape management according to major. When a post-hoc analysis was made to look for intergroup gaps in more detail, the medical students showed relatively less interest in body shape management than the other students. The information/interest factor was most influential among the students whose monthly mean allowances were between 400 and less than 500 thousand won, and that was least influential in those who got monthly allowances of less than 100 thousand won. The students who got more allowances had more interest in aesthetic consciousness and information about that than its components such as appearance/ability, interest in body shape, cosmetic surgery or dyeing. As for differences in the factors of appearance management behaviors by academic year, the self-care factor was most prevailing among the juniors and the least among the freshmen. The students whose monthly mean allowances were 400 thousand won or more made more use of professional care, and self-care was most rampant among the students whose monthly mean allowances were between 400 and less than 500 thousand won as well, which implied that they spent time and money on their appearance. By military service, the self-care factor was most prevailing among the male college students who served in the army. It seemed to denote that the students who were older and who were in the higher academic year took care of their own looks due to their burden about career and employment. In conclusion, the aesthetic consciousness of the male college students affected their own appearance management behaviors in a positive manner, and well-educated, professional and full-fledged personnels should be fostered in the beauty industry to address the diverse needs of male college students.