Appearance Satisfaction of Female Consumers: Toward the Relationships with Appearance Types and Perceptions

Original Article

Journal of the Korean Home Economics Association 2000;38(7):93-102.

여성소비자의 외모만족도 : 외모유형과 외모의식과의 관계

이현옥, 박경애

경북 외국어테크노대학 패션디자인전공 겸임교수, 영남대학교 의류학과

Appearance Satisfaction of Female Consumers: Toward the Relationships with Appearance Types and Perceptions

이현옥, 박경애

ABSTRACT

The purposes of this study were to categorize female consumers based on appearance satisfaction and to examine the differences among the categorized groups on appearance types and appearance perceptions (appearance interest, stress related to appearance, and the extent of cosmetics use). A total of 518 responses collected from a questionnaire survey to female consumers was analyzed. Cluster analysis on appearance satisfaction identified four groups including the types of: Feature satisfaction(32%); Skin satisfaction(31%); Dissatisfaction(19%); and Overall satisfaction(16%). Chi-square and ANOVA analyses revealed significant differences among the four groups on the 6 appearance types (face line, face size, skin tone, skin blemish, skin elasticity, and wrinkles) and the stress related to appearance.