Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Fashion and Beauty Consumption Behavior on Self-Satisfaction

패션 및 뷰티소비행동이 자기만족도에 미치는 영향

  • Park, Hyun-Ju (Dept. of Fashion Desing & Merchandising, Kyungsung University) ;
  • Park, Sook-Hyun (Dept. of Fashion Desing & Merchandising, Kyungsung University)
  • Received : 2011.05.27
  • Accepted : 2011.11.01
  • Published : 2011.11.30
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Abstract

This study examines the effects of fashion and beauty consumption behavior on self-satisfaction. A questionnaire method was used for the study method and the subjects of the study were females in their 20s- 50s. A total of 580 sets of questionnaires were distributed and 554 sets were used for the final analysis; in addition, SPSS 12.0 statistics program was utilized for factor analysis, reliability analysis, correlation analysis, one-way ANOVA, Duncan test and multiple regression analysis. The results of this study were: First, the factors of fashion consumption behavior are composed of physical supplementation, social symbolism, appearance styling, sexuality and conformity and those of beauty involvement consisted of hair styling, skin management, make-up and body shaping. Self-satisfaction was divided into living satisfaction, appearance satisfaction, economic satisfaction and interpersonal relations satisfaction. Second, (because of the examination of the effects of fashion consumption behavior on self-satisfaction) fashion physical supplementation and appearance styling of fashion consumption behavior influenced living satisfaction and interpersonal relations satisfaction for females in their 20s. However, fashion consumption behavior did not influence satisfaction for those in their 30s. It was shown that the social conformity factor of fashion consumption behavior influenced appearance satisfaction of self- satisfaction for those in their 40s and the conformity factor of fashion consumption behavior gave a negative influence on life satisfaction and economic satisfaction of self-satisfaction for those in their 50s. It was found (for beauty consumption behavior) that the body-shaping factor influenced economic satisfaction and interpersonal relations satisfaction of self-satisfaction for all age levels.

Keywords

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