남녀대학생의 외모에 대한 사회문화적 태도가 뷰티관여도 및 자아존중감에 미치는 영향

A Study of the Effects of College Students’ Sociocultural Attitude toward Appearance on Beauty Involvement and Self-esteem

This study attempted to determine the effects of college students’ sociocultural attitude toward appearance on beauty involvement and self-esteem. For this, a survey was conducted among 404 college students in the capital region and Jeju-do. Using SPSS v. 21.0, frequency analysis, the independent samples t-test, one-way ANOVA and multi-regression analysis were performed. The study results found the following: According to analysis of differences in sociocultural attitudes toward appearance, beauty involvement and self-esteem by demographic features, in terms of gender, college women were high in sociocultural attitude toward appearance and beauty involvement. In self-esteem, there was a difference in the average of college men. In terms of school year, difference was found in the internalization of sociocultural attitudes toward appearance, skin involvement and hair involvement. In terms of monthly expenditures for appearance management, difference was found in sociocultural attitudes toward appearance and beauty involvement in ‘KRW 200,000 or more.’ When respondents had a significant other, a difference was found in the internalization of sociocultural attitudes toward appearance, all sub-categories of beauty involvement and self-esteem. Secondly, sociocultural attitudes toward appearance influenced skin involvement and hair involvement. In self-esteem, no statistical significance was found. Thirdly, beauty involvement had an effect on self-esteem