Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Influence of Expected Values for Appearance Management on Interest in Make-up and Cosmetics Evaluation Criteria

외모관리 기대가치가 화장관심도와 화장품 선택기준에 미치는 영향

  • Park, Eunhee (Dept. of Home Economics Education, Kyungpook National University) ;
  • Cho, Hyonju (Dept. of Home Economics Education, Kyungpook National University)
  • Received : 2013.09.15
  • Accepted : 2013.11.08
  • Published : 2014.02.28
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Abstract

The purpose of this study is to examine the influence of expected values for appearance management on interest in make-up and cosmetics evaluation criteria. Questionnaires are being administered to 244 college students from the Deagu Metropolitan City and Kyungbook province. The frequency, factor analysis, reliability analysis, regression analysis, and t-test are used for data analysis. Expected values of appearance management are categorized into pleasure/satisfaction, other-expectancy, power value and conformity. Interest in make-up factors are found to be leadership in make-up, others-oriented, and appearance satisfactions. Cosmetics evaluation criteria are categorized into 4 factors such as skin suitability, pursuit of utility, non-essential attributes and symbolism. Pleasure/satisfaction, and conformity are the sub-variables of expected values for appearance management and have significant effects on leadership in make-up and others-oriented sub-variables for interest in make-up. Pleasure/satisfaction, and conformity, being the sub-variables of expected values for appearance management, have significant effects on skin suitability, the sub-variables of cosmetics evaluation criteria. And conformity has significant effects on symbolism, the sub-variables of cosmetics evaluation criteria. This indicates that women show high conformity for expected values of appearance management, leadership in make-up and others-oriented sub-variables for interest in make-up, and skin suitability of cosmetics evaluation criteria.

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References

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