Abstract
This study found that there is a difference in sociocultural pressure, body consciousness and appearance management behavior by country/gender. In other words, body values differ by country, and classification by demographic characteristics is critical. In fact, appearance awareness and involvement can vary depending on society and culture, and aesthetic differences are found by country, society and culture. This study is meaningful in that it examined differences in sociocultural pressure, body consciousness and appearance management behavior by country against Korean and Chinese college students and confirmed that such differences were observed under different sociocultural environments. In other words, sociocultural pressure, body consciousness and appearance management behavior can be perceived differently by country, and their importance can also differ. However, the study has a limitation in generalizing the results because it examined Korean and Chinese students from colleges in Gwangju Metropolitan City only. Therefore, it is required to perform further studies with a broad age and gender spectrum and extend a scope of study by covering more countries to specify aesthetic values, body consciousness and appearance management behavior according to sociocultural characteristics.
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