Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Influence of Men's Media Information Utilization on Appearance Management Behavior: Mediated Effect of Appearance Awareness and Metrosexual Tendency

남성집단의 미디어정보이용도가 외모인식과 메트로섹슈얼 성향을 통해 외모관리행동에 미치는 영향

  • 홍금희 (신라대학교 패션산업학부)
  • Received : 2013.02.26
  • Accepted : 2013.09.27
  • Published : 2013.10.31
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Abstract

Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men's media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20's do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.

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References

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