30-40대 남성들의 패션 라이프스타일 요인이 외모관리행동에 미치는 영향

Effects of Fashion Lifestyle Factors among Men in Their 30s and 40s on Their Appearance Management Behavior－Focused on the Difference by Self-monitoring－

The purpose of this study was to analyze the effects of fashion life style factors on appearance management behavior and to show how self-monitoring influences appearance management behaviors. Subjects for the study were men aged in their thirties and forties living in Seoul and Gyeonggi province. For the purpose of the study, the survey was conducted using convenience samples. A total number of 370 questionnaires were used for data analysis. For statistical analysis, factor analysis and multiple regression analysis were performed. The results of this study indicated that a fashion lifestyle was composed of four factors-fashion/appearance-oriented factor, ostentation-oriented factor, rational consumption- oriented factor, and dignity-oriented factor. The dependent variable of the study was appearance management behavior. Appearance management behavior consisted of interest in skin care and interest in fashion. A statistical analysis of multiple regression revealed that a fashion life style significantly influenced interest in skin care and interest in fashion. When subjects were categorized into two groups by self-monitoring, both respondents with high and low self-monitoring showed that fashion/appearance oriented factors significantly influenced interest in skin care. Fashion/appearance oriented factor influenced interest in skin care more for the subjects with high self-monitoring than for those with low self-monitoring. In contrast, fashion/appearance oriented factors had greater influence on interest in fashion for those subjects with low self-monitoring than those with high self-monitoring.