.png){kind=logo}
ISSN : 1229-8778
This study was conducted to find out the effect of appearance satisfaction and social appearance awareness on the attitudes toward makeup using self-esteem as a mediator variable. A survey was carried out on 300 men in ages from 20s to 50s living all over the country who had make-up experience. The analysis was conducted to verify the reliability and validity of the measurement variables and the structural equation model analysis was performed to verify the relationship between the factors. In addition, a ANOVA was used to identify the mean differences between groups to determine how gender identity types in men affect men's make-up behavior. According to the result of the study, the higher the satisfaction level of appearance was, the more positive the self-esteem was. The more the awareness of social appearance was, the more positive the self-esteem was, but the awareness of social appearance had no direct influence on the attitude toward make-up. However, both appearance satisfaction and awareness of social appearance were found to affect the attitude toward make-up mediating self-esteem. Meanwhile, androgyny and masculinity among male gender identity types were found to be higher in appearance satisfaction and self-esteem than in femininity and unidentified types, while in the awareness of social appearance, femininity was higher than other types. In terms of make-up attitude, the androgyny type was more positive compared to other types. Apart from women's makeup, these results can be meaningful in clarifying the motivations for men's makeup. Finally, the limitations of this study and the direction of future research were presented.
http://digitalchosun.dizzo.com/site/data/html_dir/2019/10/24/2019102480216.html
https://www.cmn.co.kr/mobile/sub_view.asp?news_idx=29212
고선영 (2017). Zaltman의 은유유도기법을 이용한 화장하는 남성들의 이상적 자아와 환상에 관한 질적연구. 한국의류학회지, 41, 1-16.
김광경, 이금실, 정미실 (2001). 다차원적 신체이미지가 의복행동에 미치는 영향. 한국의류학회지, 25, 358-365.
김수민ㆍ주성래 (2018). 남자 대학생의 나르시시즘과 외모관심도가 화장태도 및 화장행동에 미치는 영향. 한국인체미용예술학회지, 19, 238-253.
김일란ㆍ김주덕 (2013). 남성화장에 대한 여대생들의 인식 및 태도에 관한 연구. 한국화장품미용학회, 3, 169-187.
박헌균 (2013). 젠더적 특성과 뇌 기능 분화 간의 연관성을 고려한 남성 화장품 용기에 관한 연구. 한국상품문화디자인학회, 34, 159-168.
안진경 (2011). 2000~2010년의 신문기사 분석을 통해 본 한국 남성 화장. 이화여자대학교 교육대학원 석사학위논문
유창조ㆍ정혜은 (2002). 소비자의 아름다움 추구행위에 관한 탐색적 연구: 남성의 치장과 여성의 화장, 성형 및 피트니스를 중심으로. 소비자학연구, 13, 211-232.
이윤정 (2007). 남성들의 외모관리행동의 동기에 관한 연구-성역할 정체성과 의복추구혜택을 중심으로- 한국의류학회지, 31, 551-562.
이학식ㆍ임지훈 (2009). 구조방정식 모형분석과 AMOS 16.0. 법문사.
정진경(1990). 한국 성역할 검사 (KSRI). 한국심리학회지: 사회, 5, 82-92.
최수경 (2007). 신체만족도와 화장태도에 따른 화장 후 심리적 기대효과의 관련변인 연구. 한국생활과학회지, 16, 885-897.
한가영 (2012). 남성화장에 대한 여성들의 인식 및 태도에 관한 연구. 숙명여자대학교 원격대학원, 석사학위논문
한가영ㆍ김주덕 (2012). 남성화장에 대한 여성들의 인식 및 태도에 관한 연구. 한국화장품미용학회, 2, 61-77.
한규석 (2015). 사회심리학의 이해. 학지사, p.66
홍병숙ㆍ백인선ㆍ권유진 (2007). 남성의 성역할 정체감과 자아개념이 외모관심도와 화장품 및 헤어제품 만족도에 미치는 영향. 생활과학논집, 26, 51-61.
황수연 (2014). 남성 색조 화장품의 제품별 사용실태 및 인식도. 건양대학교 대학원, 석사학위논문
Alfonso, V. C., Allison D. B., Rader, D. E., & Gorman, B. S. (1996). The Extended Satisfaction with Life Scale: Development and psychometric properties. Social Indicators Research, 38, 275-301.
Banaji, M., & Prentice, D. (1994). The self in social contexts. Annual Review of Psychology, 45, 297-332.
Bem, S. L. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42, 155-162.
Bem, S. L. (1975). Sex role adaptability: one consequence of psychological androgyny. Journal of Personality and Social Psychology, 31, 634-643.
Cook, E. P. (1985). Psychological androgyny. N. Y.: Pergamon Press.
Coopersmith, S. (1967). The antecedents of self-esteem. San Francisco: Freeman.
Eagly, A., Ashmore, R., Makhijani, M., & Longo, L. (1991). What is beautiful is good, but....: A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110, 109-128.
Feingold, A. (1992). good-looking people are not what we think. Psychological Bulletin, 111, 304-341.
Fisher, E. & Arnold, S. J. (1990). More than a Labor of Love: Gender Roles and Christmas Gift Shopping. Journal of Consumer Research, 17, 333-345.
Higgins, E. T. (1987). Self discrepancy: A theory relating self and affect. Psychological Review, 94, 319-340.
Higgins, E. T. (1998). Promotion and Prevention: Regulatory focus as a motivational principle. Advances in experimental social psychology, 30, 1-46.
Kaplan, A. G., & Sedney, M. A. (1980). Psychology and sex roles: An androgynous perspective. Boston: Little, Brown.
Rogers, C. R. (1959). A Theory of Therapy, Personality, and Interpersonal Relationships: As Developed in the Client-Centered Framework. In S. Koch (Ed.), Psychology: A Study of a Science. Formulations of the Person and the Social Context (Vol. 3, pp. 184-256). New York: McGraw Hill.
Rosenberg, M. (1989). Society and the adolescent self image. Middleton, CT: Wesleyan University Press.
Shrout, P. E., & Bolger, N. (2002). Mediation in Experimental and Nonexperimental Studies: New Procedures and Recommendations. Psychological Methods, 7, 422-455.
Swann, W. B., Stein-Seroussi, A., & Giesler, R. B. (1992). Why people self-verify. Journal of Personality and Social Psychology, 62, 392-401.
Tesser, A. (1988). Toward a self-evaluation maintenance model of social behavior. Advances in experimental social psychology, 21, 181-227.