외모관리에 대한 태도, 주관적 규범, 지각된 행동통제가 외모관리 의도 및 행동에 미치는 영향

Abstract

The purpose of this study was to analyze effects of attitudes toward appearance management, subjective norms, and perceived behavior control on appearance management intentions and behaviors by applying the Theory of Planned Behavior. As the method of this study, 700 adult women in their 20s-50s were surveyed using a questionnaire method. A total of 658 questionnaries were used for analysis. As for the analysis method, SPSS 21.0 program and AMOS 21.0 program were used to conduct frequency analysis, descriptive statistical analysis, exploratory factor analysis, positive factor analysis, and structural model analysis. Research results are summarized as follows.BR Among sub-factors of planned behavior for appearance management, appearance management attitude (p 0.001) and perceived appearance management behavior control (p 0.05) were found to have an effect on appearance management intention. However, subjective norms of appearance management did not have a significant effect on the intention of appearance management (p 0.05). The higher the appearance management attitude and the more positive the perceived behavioral control for appearance management, the higher the appearance management intention. The appearance management attitude and perceived behavioral control can affect the appearance management intention, which is an immediate variable before behavior.