| 남성의 외모에 사회문화적 태도와 외모관리 수행의도에 관한 연구: 미디어노출도를 중심으로 |
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박수경 |
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| Research Paper : A Study on Sociocultural Attitude toward Appearance and Appearance Management Intention of Male Consumer : Focusing on Media Exposure |
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Soo Kyeong Park |
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| Abstract |
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The purpose of this study was to investigate the influence of male consumer``s sociocultural attitude toward appearance on appearance management intention according media exposure. The subjects for this study were 319 cases and the research conducted through survey. The data were analyzed by factor analysis, cluster analysis, reliability analysis, ANOVA, t-test, regression analysis using SPSS statistical program. The results were as follows. First, the sociocultural attitude toward appearance were composed of three factors such as internalization, awareness and importance of male |
| Key Words:
Sociocultural attitude toward appearance, Appearance management intention, Media exposure, Male consumer, Age |
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